Using the 7-11-4 Rule to Build Familiarity and Trust

Frazier shares a tactical Growth Notes framework for growing a business through consistent conversations and content: the Seven-Eleven-Four Rule, which says consumers need seven hours of interaction, 11 touch points, and engagement across four platforms before deciding. He explains that seven hours is total time spent consuming your brand content (videos, blogs, podcasts, webinars), touch points include emails, comments, DMs, ads, and website visits, and platforms can include YouTube, your website, newsletters, Instagram, or LinkedIn. In the current market, consumers are fearful and risk-averse, making familiarity the fastest proven path to trust. He notes people now need roughly double the number of exposures to remember you (around 27–28 vs. 12–14), urging listeners to be present, avoid “set it and forget it” campaigns, and treat every interaction as content.