One of the new concepts discussed at the 2023 Imaginarium Convention this past July was how the Rule of Seven affects promoting author fiction. Originally coined by American movie moguls in the 1930s, the concept states that potential customers, i.e. theater-goers, must see or hear about a film at least seven times before commiting to watch it. While this rule-of-thumb may have worked back then, does it still hold true for marketing in the digital age? If so, how does it work for authors?
Then And Now
Drawing public attention to a new Ruitem or service was more difficult in the 1930s. Fewer advertising outlets existed, and promotional techniques were less sophisticated. Radio, newspapers, and magazines acted as the prime purveyors of information and promotion. Consequently, movie studios flooded the few media outlets available with theatrical movie previews and stories about the stars in those movies in magazines such as Star and the Hollywood Reporter. Such activities still go on today with promotional budgets far beyond the cost of creating 1930s films devoted to alerting and (for the most expensive films) deluging the movie-going public with information about the latest cinematic releases.
However, today’s fiction-readers receive information about new and favorite writers from a firehose of media outlets. Advertising and promotions inundate them to such an extent that repeated exposures to the same message or brand may have a counter-productive effect. Research from the University of Sussex suggests that “being presented with the same message over and again could actually do more damage than good.” In short, people tune out.
An Antidote
Rather than continue to hammer the promotional message to an increasingly resistant buying public, the answer may lie in less repetition and more diversity. Results from that same study indicate repeating a strong promotional message may be counter-productive. As a result, the target audience becomes saturated with the message and “they gravitate toward novelty.”
But not just to anything new or different. People enjoy a blend of the new with the familiar. Repeated exposure to the new product or service remains key so long as it is interlaced with more customary concepts and ideas. As the researchers concluded, “What appears to be key is variety.”
Importance of Branding
Of course, The Walt Disney Company (Disney) has millions of dollars to flood the media with their variety of products. Most authors, including myself, have little or none. Yet authors can take a page out of the Disney playbook and hone it to scale. Disney’s theme parks and merchandise still serve to promote its movies and cartoons, the bedrock of Disney’s various enterprises.
Authors and writers can do the same. They may not have the resources or exposure of the Disney Corporation, but even its founder started out with pen and paper and an idea from which he sought to tell stories. Fiction writers have their own ideas and imagination to draw upon. And unlike the writers and artists for Disney, they can intersperse the promotions for their books and stories with narratives of their own unique experiences–promotional branding in written form. In fact, such product promotions may be stronger on an individual level because they can take a more personal and familiar approach.
What It All Means
Promoting one’s fictional works in the information age needn’t be as daunting as it first appears. The Rule of Seven still applies. Yet applying that rule must ssume a different form. Due to the multitude of advertising outlets and competitors, authors, particularly fiction writers, must know their brand and the audience(s) to which their brand appeals. More important than appearing on a dozen social media platforms like Facebook or Tik-Tok, they must develop their brand. Why? Because their books are projections of who and what they are as artists. And knowing that, hacking deep inside themselves, they can project their ideas through personal interactions with readerships (and buyers) receptive to who they are and what they have to sell.
What do you think? Let us know in the Leave a Reply section below.
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Like other film goers of the Boomer generation, I cut my movie-going teeth on adventure films like the Star Wars trilogy and (especially) Indiana Jones. Though they basically contain B-movie plots given A-list treatments, their over-the-top audacity and sheer enthusiasm made up for any shortcomings in probability or plot construction.
None of these criticisms made a lot of sense to me. If the film was this bad, mainstream media critics would roast it as well. However, most assessments tended to resemble the one provided by 
But is this “
Artificial Intelligence (AI) already affects writers and the publishing industry. However, the recent release of ChatGPT threatens authors’ livelihoods on a whole new level. In a 
itemizes the opportunities AI offers in terms of acquisitiion, production, and marketing. In his view, AI could depose Amazon, the over-charging, 800-pound gorilla in the publishing industry. While independent publishers like him might welcome the overthrow of their competition, individual entrepreneurs, writers, and artists could find themselves shoved further down down the publicity and marketing chain. McElroy’s analysis is astute, but relies heavily on his approach of book publishing being an information-dispensing industry.
As individuals, people respond to differIent stimuli differently. 
binder for my proposed work, Black Phantom. The binder remained empty for years, however, because I had no access to horses of any kind. Finally, when the chance to ride one did happen, I clung to the saddle horn for all I was worth while the horse galloped back to its stall for a fresh bucket of oats. However, the action, the adventure, the thrill of that incident stayed with me. Like Farley’s narrative of a boy’s enduring love for his horse, these qualities inspired the path I’ve chosen these many decades later.
For these individuals and the people inspired by them, “good enough” is not acceptable. Publishing information remains limited to the 
In your reading, did you discover media you can trust? Do they cite their sources and check their facts? Or do such constraints seem to get in the way of a good story, convincing opinion, or solid argument?
Down the Rabbit Hole
OK. At this point, case closed. Or is it? One instance appears on the BBC News web page, the other on the web page of a “leading free market think tank.” Both sources for these links appear reliable, but consider the context in which these articles appear. The BBC is government-owned entity renowned for being “the world’s oldest newscaster” according to Wikipedia; MI or the Manhattan Institute, formerly the 
objective evaluation of the issue? My procedure: when in doubt in the 21st century, conduct a Google search. The first result of a “media bias” search turned up 
MBFC is only one of several sites devoted to information objectivity and bias-identification. Many media experts regard