29 Touchpoints – The Landscape Has Changed
There was a time when seven touchpoints could close a client.
That time has expired.
A 2025 study by Florence and James (a marketing agency), found that the new average number of marketing touchpoints before an eventual sale is 29.
TWENTY. NINE.
And in some industries it was as high 50. The landscape has changed. The currencies of time and trust are now intertwined in ways that you can’t escape.
Today’s buyer isn’t persuaded by a single clever ad or a high-pressure VSL. Countdown timers and scarcity plays aren’t converting them on the spot. The highest quality prospects are sitting, watching, consuming… and deciding. And they are taking their sweet time doing so.
Days to close (the measure of how long it takes for a prospect to go from their first interaction with your brand to “take my money”) is lengthening more and more each year. Your market wants to interact with you over and over before they make their final decision. Just to make sure that you are exactly who you say you are.
That’s not a funnel. That’s an incubator.
Google and the 7-11-4 Rule
A little over a year ago, the public started buzzing about Google’s 7-11-4 framework.
It’s simple – in order to hit what they have historically called the Zero Moment of Truth (the moment at which the prospect begins actively researching a specific product with intent to buy requires:
- At least 7 hours engaging with the brand and it’s content
- At least 11 unique touchpoints
- Spread across 4 different platforms
This is the new “minimum wage” of acquiring and converting attention.
The only way to hit these touchpoints without exhausting your team (or budget) is to build an ecosystem that nurtures the relationship while you sleep. Books. Podcasts. Emails. Reels. Virtual events. Replies. Small-ticket offers. These, and more, are the building blocks of the modern marketing machine.
Note: Your business should never be built solely around a single acquisition source or a single front end offer. This is concentration risk in the extreme, and, although it can scale easily past a million dollars, it is not sustainable over long periods of time.
Tribes, Community, and Retention
People will buy belonging before they purchase a product. The most effective brands create a sense of identity through their ecosystem that never feels transactional. This is mainly handle through private communities on platforms like Facebook (groups), Circle spaces, Skool communities, and others. This offers a centralized “meetings space” or hub that attaches (like spokes on a wheel) to a shared value system.
This is why we are obsessed with creating common “language” within any community we build.
Instead of leading with “Avoid failure,” try “Let’s build something worth sharing.” The Wealthy Consultant ecosystem thrives because it attracts those who believe in growth, responsibility, and the compound interest of effort. We use urgency and scarcity in a very real sense inside of our middle of funnel marketing, but we don’t weaponize it. Fear might sell once, but it doesn’t naturally build community (or conversion).
Need proof? Study the retention metrics of fear-based programs. Spoiler alert: they churn faster than a Netflix trial.
There’s no trophy for burning ad dollars to chase new leads who never stick.
The better game is extending lifetime value (LTV) by engineering a second sale — and a third. Statistically, a 5% boost in retention can lift profits by up to 50%. And once a client buys from you a second time, they’re 200% more likely to buy a third.
The LTV:CAC ratio is where wealth hides in plain sight. Want to 10x your efficiency? Build an ecosystem where prospects nurture themselves into trust, instead of depending on your sales team to do all the heavy lifting.
(Also: Unharvested Goodwill is real, and it’s silently compounding — if you know how to collect on it.)
Objection? Build a Product for It.
The objection isn’t “price.” It’s “I’m not sure this will work for me.” It’s fear. Doubt. Mistrust.
So… engineer your ecosystem to solve the objection before it reaches the sales call. Create a mini-product, a masterclass, or a paid ebook that handles the concern preemptively.
Give the market a chance to try you before they trust you — and trust you before they buy big.
How to Start
- Audit your current touchpoints. Where are you visible? Where are you absent?
- Choose one platform for deep media investment — not just presence, but consumption.
- Identify the top 3 objections you hear. Create one low-ticket or free product for each.
Lead with values, not fear. Make your ecosystem a place people want to stay.
Create a Culture That Your Customers & Clients Can’t Resist
We’ve invested countless hours, and real-life case studies from dozens of private clients to create a system that allows you to build near-effortless, automated culture. A self-improving client community that takes in only what makes it stronger and dispels anything that doesn’t serve it. Bad clients eject themselves from the community as a result of clear, high standards… and good clients stay forever. Learn the system for creating this for just $3.
