Welcome to another edition of the Inside BS Show. I am Dave Lorenzo. I'm the godfather of growth and today's show is all about the 7-11-4 strategy.

This was made popular by a gentleman by the name of Daniel Priestley. He's the author of the book, Oversubscribed. He's also the author of the book, Key Person of Influence and the strategy is this.

If you want to connect with someone, you want someone to work with you, you have to accumulate seven hours of time with them. You have to touch them 11 different times and this has to be done in four different locations or across four different types of media. 7-11-4.

Now, this allegedly comes from Google. They say that Google's done research and this is what it takes in order to connect with people and get people to do business with you. Now, look, I think these numbers are as good as any you're going to find.

There's a David Ogilvy quote from, I don't know, 50 years ago that says an ad has to be shown to someone 18, 1-8, 18 times before they're motivated to act on the ad or act in the way that the ad wants them to. I think you need to employ repetition and I think repetition is essential if you want to get people to do business with you. So, if you're wondering 7-11-4, if that makes sense, I think it's a good rule of thumb and I would follow that.

Now, you're thinking to yourself, well, gosh, Dave, I don't like 11 touches, maybe I could do that. Four different locations, four different forms of media, I could definitely do that. But 7 hours, Dave, where am I going to spend 7 hours with somebody? Here's what I'll tell you.

If you do a full day workshop and somebody comes to your full day workshop, they're going to spend 7 hours with you there. So, that's your 7 hours. If you're a member of a business group like Provisors and you go to 3 meetings with someone, that's 7 hours.

Each Provisor's meeting is 2 hours long, that's 7 hours right there. If you want to work with somebody and you go to 3 different events with them and you spend 2 hours with them at each event sitting at their table, casually, that's 6 hours. So, you're an hour away.

Listen, if you really want to connect with someone, you can find a way to spend the 7 hours with them. My encouragement to you is all about finding multiple forms of media, finding multiple ways to get in touch and stay in touch with these people. Here's my approach.

My approach is to employ direct mail, to employ social media, to use email to call them on the phone. Direct mail, social media, email, and telephone calls, that's 4 different ways to connect with them. I also encourage you to record a video and use a video email service like Loom, L-O-O-M, Loom.

Send them a video email, that's a 5th way. Send them a text message, that's a 6th way. You can invite them to an event, have them see you speak, that's a 7th way.

So, there's all different methods of getting in front of them. I think you should send them a monthly direct mail newsletter, a weekly email newsletter, and send them a Loom video every month. That would be 3 different points of contact every month and then make a phone call.

That's your 4th. So, break those up over 4 weeks. Do direct mail, email newsletter, direct mail, Loom video newsletter or Loom video email, email newsletter, phone call.

Direct mail, video, email newsletter, phone call. Direct mail, video, email newsletter, phone call. Do that every month.

If they read your email, that takes 5 minutes. They read your direct mail newsletter, that takes 5 minutes, that's 10 minutes. They watch your Loom video, that's 5 minutes, that's 3 touches, 5, 10, 15 minutes.

Over the course of 3 months, they've spent 45 minutes with you. You take a phone call with them, you're on the phone with them for 15 minutes, that's an hour they're going to spend with you every month and it's 4 touches every month. So, it'll take you 3 to 6 months to win their trust over based on this Daniel Priestly 7114 formula.

My preference is this. Direct mail, Loom video, email newsletter, phone call. Direct mail, Loom video, email newsletter, phone call.

Invitation to a live event and then you follow up on the invitation to the live event and if you put them in the live event, they get their 7 hours there. So, I would do the 11 touches to drive them to an in-person event and use 4 different forms of media to do the 11 touches. Now, let's talk about why this works in theory.

The idea is that you're showing up everywhere. By the way, you could also do ads. You could do retargeting where you put in their email address into the ad program and when they go online, they'll see you on every website they go to because you'll be retargeting them.

The reason the 7114 process works is because you seem to be everywhere. You seem to be all over the place. You seem to be popping up with them, for them every time they turn around and if they're engaging with it and you're doing this for 6 months and they're engaging with most of your content, they feel like they have a relationship with you and if you're doing it for 6 months and you're doing 4 touches a month, you've touched them 24 times.

You invite them to a 7 hour thing or a 6 hour thing. They've spent all this time with you. They're invested in you emotionally.

They know you. They like you. They trust you.

Of course, they're going to be willing to do business with you. Of course, they're going to be willing to refer you because they feel like you're their best friend now. So, that's why this works and don't get hung up on the specifics of the number.

Just know they need to spend significant time with you. You need to touch them many, many times and you need to use multiple forms of media. That's the gist of this whether it's 6, 12, 6 or 2, 1, 14, whatever.

It doesn't matter. It's the frequency of communication across multiple platforms. That's what you need to focus on and that's what builds up the trust.

So, start today. Try as many different forms of media as you can but be consistent. If you're going to do direct mail the first week of the month, make sure it's always getting there the first week of the month.

If you're going to do an email newsletter and it's going to be once a month and it comes on the third week of the month, make sure it's always on the third week of the month. If you're going to make that phone call, be predictable. Make the phone call the fourth week of the month.

Do the same things at the same time over and over again because you're not trying to surprise them. It's the opposite. You're trying to be reliable, consistent, predictable.

That's what people want to invest in. 7, 11 and 4. Seven hours, 11 touches across four different locations or four different forms of media. That's how this works.

This is the Inside BS show. I just gave you the Inside BS on how to get in front of more people and have more impact. We'll see you back here again tomorrow for another edition of our show.