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. Advocates of the law believe that this approach to marketing is the best way to sell a product or service.

Key Takeaways

  • The law of 29 is a marketing concept that argues that repeatedly exposing consumers to products is the best way to convert their interest to a buy.
  • The law argues that 29 is the magic number of times a consumer must be exposed to a product before becoming a buyer.
  • The law is not a law, but is rather an unwritten rule and 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 unspoken rules in the world of marketing that spell the difference between success and failure. One of these rules is the law of 29. As mentioned above, 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.

While the number of messages 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.

This in-your-face technique is what makes the law of 29 one of the fundamentals of drip marketing. This is a direct marketing approach 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.

Use email and social media to help put the law of 29 into use for your company.

Special Considerations

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 things like email, social media campaigns, or direct mailing. These repeated messages help the marketer reach a large client base in the hope of turning prospects into customers through techniques such as the law of 29.