Law of 29

What Is the Law of 29?

The law of 29 refers to a concept in present-day marketing that states that companies must expose consumers to their products and services through advertising and other strategies at least 29 times if they wish to win them over. The law, which is an unwritten rule, is the basis for drip marketing, which involves the constant stream of marketing material sent to consumers. Using the law of 29 may help companies attract new consumers, as well as retain relationships with existing consumers.

Key Takeaways

  • The law of 29 is a marketing strategy, based on the concept that repeatedly exposing consumers to products is the best way to convert their interest to a buy.
  • The law states that 29 is the magic number of times a consumer must be exposed to a product before becoming a buyer.
  • The law of 29, an unwritten rule, is the basis for drip marketing—an approach that necessitates communicating with consumers steadily through a constant stream of marketing material.
  • Using the law may help companies attract new customers, as well as retain relationships with existing consumers.

How the Law of 29 Works

Marketing is the activity that a company undertakes in order to promote its products and services to consumers on the open market. Marketing not only helps attract new customers but also helps companies retain the relationships that they develop with new and existing customers. At its most basic level, marketing helps bring products and services to the individuals and companies that need and want them the most.

There are certain understood rules in the world of marketing that spell the difference between success and failure. One of these rules is the law of 29, which has evolved from the belief and experiences of marketers. This law states that consumers are more likely to gravitate to a company's products and services only after they've been exposed to its marketing efforts at least 29 times. The law thus stresses how important marketing is in the business world—especially for small businesses.

Drip marketers that put the law of 29 into use have a variety of tools available to them. They may choose from different ways of distribution to target their mass marketing campaigns. This generally includes approaches like text messages, direct mail, email, social media campaigns, or direct mailing—or a combination of all these. These repeated messages help the marketer reach a large client base in the hope of turning prospects into customers.

While the number of messages and types of tools can differ greatly when trying to reach prospective clients, advocates of the law of 29 believe that a constant, in-your-face approach to marketing is the best way to sell a product or service.

Law of 29 messages tend to be unsolicited and are often automated.

Special Considerations: Drip Marketing

This in-your-face technique is what makes the law of 29 one of the fundamentals of drip marketing. This approach is a direct marketing strategy that involves sending numerous promotional materials and messages to prospective clients over a period of time. Drip marketing may be used as a means of lead generation using automated communications to help build a relationship with potential customers. It may be best seen as a lower-impact way of keeping top-of-mind in longer-tailed sales efforts.

This type of marketing is seen as an important strategy to keep leads engaged with a company's brand and updated with information that consumers may value, all while generating sales down the line.

What Does Marketing Do?

Marketing refers to all the activities a company does to promote and sell its products or services to consumers. Along with actual sales, marketing includes advertising, promoting, and delivering goods and services. 

How Do You Do Drip Marketing?

Drip marketing is done by delivering a steady stream of pre-written messages to prospective buyers over a period of time. It uses a variety of media, ranging from email to direct mail to text messages and social media, to keep the product or service one is trying to sell in the prospect's thoughts.  

Why Use Drip Campaigns?

Drip campaigns are a way to build a relationship of sorts with consumers. Through the steady stream of "drips" (the messages, ads, etc.), the company's goods and services are kept in the consumer's mind. Drip marketers anticipate that with enough repeated exposure, some consumers will finally get on board and buy the product or service the business is pitching.