A few months ago, I was hustling hard, selling eBooks and guides through the newsletter.
Most of those buyers?
They weren’t long-time “fans.”
Hell, plenty hadn’t heard of me a week before. They landed on a newsletter, read a thread, maybe checked my ads on instagram, and bam — pulled out their card.
All within minutes.
So, when I saw this Google “7-11-4” rule (apparently, people need 7 hours, 11 touchpoints, and 4 locations before they buy from you), I just laughed.
Respect to the data nerds, but honestly?
It’s 2025. AI moves faster. People move faster. In my world, humans are still wired for trust, just at warp speed.
Here’s what I see working today (for me and every founder I’ve coached):
Trust beats time.
You can spend 7 hours and 17 touchpoints with a brand, but if you smell B.S., you bounce. But one real, “no sugarcoating” email? It’s enough to flip a skeptic into a buyer.Give ‘em a taste, fast.
People want to know if you get their struggle. Show them a result (yours or a client’s) up front, don’t bury it. Drop a story that feels too honest for a “brand.” That’s where the magic happens.Consistency wins, but not how you think.
It’s not about spamming 11 channels. It’s about showing up with the same voice, values, and honesty. If someone meets you on LinkedIn, Instagram, or a random blog, they should feel, “Yeah, that’s the same guy.”
So sure, maybe the old Google rule made sense when we still clicked banner ads and filled out opt-in forms.
But today? It’s all about cutting through the crap and building trust — quick. That’s your superpower.
Who knows, maybe Google just wants everyone glued to their ad platform a little longer. Can’t blame ‘em.
But you? You’re better than that.
Go build real connection. Throw out the playbook. And email me back with your wildest “broke the rules and won” story.
Talk soon,
— Shashank
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