Okay, imagine this.

You have a product you’re psyched to talk about – whether it’s new or a best seller or a sleeper in your assortment.

You have so much to say, and definitely want to make some sales, but you worry about repeating yourself so you end up writing a novella of an Instagram post and leaving it at that.

For whatever reason, Instagram shows your post to almost no one and you don’t see any movement of the thing you’re so jazzed on.

womp. womp.

You feel defeated and you’re nervous to mention the product again, even though have inventory to move and want your people to know how amazing this thing is!

What’s a retailer to do?

✨ Build A Robust Content Strategy ✨

Rather than putting all your eggs in one post, er basket, we encourage marketing through a variety of touch points.

You are creative. Your products are intentional. Context is important to your community! Why not use the platforms at your disposal to flex a little?

For indie retailers, there tend to be 2 big worries when it comes to making content:

1. That you are repeating yourself, and therefore boring your audience 😴
2. That your content won’t be seen, so why even try. 🤬

We get it. With many small businesses relying heavily on Instagram for marketing, the algorithm has made its way into every indie retailer’s burn book.

On top of that, you’re in your business every day. It’s hard to imagine that anyone doesn’t know about that amazing product, or cool event, or community initiative that you’ve been thinking about non-stop for months now.

Allow us to ease your fears using one simple rule.

The Rule Of 7

In marketing, there is an old school concept, The Rule of 7, that says potential customers need to be shown a marketing message 7 times before purchasing 🤯

The Rule of 7 hasn’t stayed relevant because marketers loooooove making more work for themselves, it’s relevant because of its underlying truth.

Between algorithms, platforms, attention spans and noise, it’s hard to capture anyone’s attention, let alone convert them to a customer in a single attempt. Sharing a message- even if you do it beautifully – doesn’t guarantee that it will be seen, understood or inspire action on the first try.

That’s why we encourage you to get comfortable (and creative!) talking about product more than once – telling stories and highlighting them in new ways. It will help you drive sales without relying too heavily on any single individual platform or post, definitely won’t bore your audience and will bring in make sales.

“But HOWWW?” — Allow us to illustrate.

7 Ways To Promote A Single Product

Inspired by The Rule Of 7, we’re going to walk through 7 ways to promote a single product to help inspire your own robust strategy – and give examples using a lemon (because we are making lemonade out of marketing lemons, folx!)

As a reminder, you are thoughtful about what you buy and make! You have a lot more to say than “hey! buy this!” Consider this an exercise in reminding yourself of all the heart that goes into your shop and all the creativity you have at your disposal to promote your business.

Do you see how this approach can create interest, combat the algorithm and might even be fun to put together?

While you may not create 7 touch points for every item you carry, hopefully this was an example of how many possibilities there are when it comes to promoting your products across channels.

Let us know in the comments which method you’re most excited to experiment with in your upcoming marketing!