The Rule of 7? More Like the Rule of 27
Back in the day, marketers swore by the “Rule of 7.” The idea was that a person needed to see a product or brand at least seven times before they’d act on it.
That made sense…100 years ago.
Today? We live in an attention-deficit world. Doom scrolling is a sport, and the average person sees between 6,000 and 10,000 ads every single day. So seven exposures? That’s cute.
These days, it’s more like the Rule of 27—you have to get in front of someone nearly 30 times before they even remember your business exists.
Smart business owners know that the key to cutting through the noise isn’t just showing up online—it’s about showing up everywhere. And that’s why direct mail, specifically postcards, is quietly making a comeback.
Digital Alone Isn’t Enough (And It’s Getting Expensive)
Don’t get me wrong—SEO, Facebook, and Google Ads all have their place. But they’re not as cost-effective as they used to be.
👉 Facebook Ads: $0.50 to $3.50 per click (if you’re lucky).
👉 Google Ads: $12 to $20 per 1,000 impressions (or more if you’re in a competitive niche).
👉 Postcards? As low as 7 cents per door—delivered directly into your customer’s hands.
And here’s the kicker: You’re not paying per impression or click. You’re paying for a physical connection that sticks around. A postcard ends up on the fridge, in the menu drawer, or pinned on a corkboard.
That’s repeat visibility—for literal pennies.
The Psychology of Touch (And Why Postcards Work Better Than Digital Ads)
Humans remember what they touch.
Think about it—when was the last time you felt a Facebook ad? Exactly.
Physical marketing creates something called haptic memory. The act of holding something in your hands makes it more memorable. Studies show that people remember physical ads 70% more than digital ones.
💡 Postcards don’t disappear when you close your browser tab. They sit there—on the fridge, the table, or even a desk—reminding people you exist every time they see it. Even if it ends up on the car floor, it’s still getting seen twice!
Why Smart Businesses Are Mixing Direct Mail + Digital
The smartest businesses aren’t ditching digital—they’re layering direct mail into their overall strategy.
✅ A postcard with a QR code drives traffic directly to your website.
✅ A well thought out offer on a postcard gets shared among friends, or even in a local community group.
✅ Postcards promoting hashtags create free user-generated content from tourists and locals alike.
Example:
- A local pizza shop sends out postcards with a QR code → “Tag us @LocalPizzaLove for a chance to win a free pie.”
- Customers start posting pics → More local buzz → Increased reach (for free).
That’s the power of combining physical + digital.
Tourist + Local = Double the Exposure
If you’re in a tourist area, postcards aren’t just for locals—they’re for visitors too.
- Homeowners love leaving postcards with coupons or delivery menus for their Airbnb guests.
- Tourists are looking for local experiences—rental guides or a postcard on the fridge will alert them to your business before they let the algorithms decide who gets their business.
- A strategically placed postcard in a rental = exposure to a new customer base every single week.
- Out-of-town guests who visit friends & relatives will also be exposed to your business.
Direct Mail is the Cheapest Repeat Visibility You’ll Ever Get
Let’s talk about repeat exposure:
📬 Postcard cost? $0.07 to $1.50 per household.
🖥️ Facebook ad? $0.50+ per click (and no guarantee of conversion).
📹 Google search ad? Could hit $50+ per click (especially in keyword competitive markets).
Multiple eyeballs are seeing that postcard—not just one person. That means you’re getting visibility at a fraction of the cost of digital ads.
And it lasts longer. A social media ad disappears in seconds. A postcard? Could sit on the fridge for weeks.
Why Direct Mail Works in a World of Short Attention Spans
People are overwhelmed. Their attention is scattered across devices, platforms, and non-stop notifications.
Direct mail cuts through the noise because it’s simple and physical.
- No pop-ups.
- No buffering.
- No algorithm hiding it.
It’s just there. In their hands. In their face. Over and over again.
The Smart Business Play
Smart business owners aren’t wasting their time chasing the algorithm—they’re building brand recognition the old-school way.
- They know digital works—but not alone.
- They understand that visibility = repetition.
- They’re using postcards to create that repetition—without the constant ad spend.
SEO and social media are important—
–but they’re not enough.
Postcards give you something digital can’t: Tangible, repeat visibility. It’s the cheapest brand recall you’ll ever buy—and it works.
👉 Want to know how direct mail fits into your marketing strategy? Let’s talk about it—request a free marketing audit today!
