The 7-11-4 Rule Explained
39sChallenges the shorts vs long-form debate with a marketing principle that sparks curiosity.
▶ Play ClipAI Summary
The video discusses the 7-11-4 marketing rule, explaining that before a purchase, customers need 7 hours of content across 11 touch points on 4 platforms. It argues that the real question isn't Shorts vs. long-form, but how to accumulate those 7 hours, with Shorts for discovery and long-form for depth.
Chapters
[00:02]
The 7-11-4 Rule
Before someone buys, they need 7 hours of content across 11 touch points on 4 different platforms.
[00:15]
Touch Points Defined
A touch point can be a YouTube Short, long-form video, website visit, email, or text message.
[00:41]
Shorts vs. Long-Form
Shorts are for discovery; long-form is for depth. Both help accumulate the 7 hours of content.
[00:56]
Four Platforms
The four platforms are YouTube, website, email list, and sales page (or product/service offer).
The key takeaway is to focus on accumulating 7 hours of content across multiple touch points and platforms, rather than pitting Shorts against long-form videos.
Mentioned in this Video
Study Flashcards (3)
What is the 7-11-4 rule?
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What is the 7-11-4 rule?
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Before buying, a customer needs 7 hours of content across 11 touch points on 4 platforms.
00:02
What are examples of touch points?
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What are examples of touch points?
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YouTube Shorts, long-form videos, website visits, emails, and text messages.
00:15
According to the video, what is the role of Shorts vs. long-form content?
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According to the video, what is the role of Shorts vs. long-form content?
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Shorts are for discovery; long-form is for depth.
00:41
💡 Key Takeaways
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7-11-4 Rule Introduced
Provides a clear metric for content marketing effectiveness.
00:02
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Shorts for Discovery, Long-Form for Depth
Clarifies the distinct roles of short and long video formats.
00:41Full Transcript
[00:02] long-form videos on YouTube right now? The truth is, that's actually the wrong question. There's a marketing principle that a lot of people call the 7-11-4 rule. Here's what it means. Before somebody buys from you, they usually
[00:15] need to spend 7 hours on your content across 11 touch points on four different it's actually not when you break it down. So, first of all, let's talk about touch points. A touch point could be anything. It could be a YouTube Short, a
[00:29] long-form video, or somebody being on your website, opening an email from you, reading a text message that you send out. And so, the question really isn't YouTube Shorts versus long-form videos. The question is, how can you get the 7
[00:41] hours? And so, that's why if you asked my opinion, my preference is long-form content on YouTube, cuz 7 hours is a lot to accumulate. But, Shorts are discovery. Long-form content is depth. And then, the four platforms could be
[00:56] YouTube to your website to your email list to eventually a sales page and whatever your product or service and offer is. And actually, the better question is, how do you actually structure videos that generate the right
[01:11] views and actually grow your business? And if that's something that you want help with, I'm actually hosting a 3-day event. If you go to myytplan.com, going to be walking through everything together on how to make videos that
[01:27] generate clients. And follow along cuz tomorrow on our 21-day YouTube reset, I'm going to be sharing a framework that you can use on your next video so that it actually generates more views. So, I'll see you then.
