<b>The magic number of follow-ups doesn't exist</b>

<b>The magic number of follow-ups doesn't exist</b>

Popular advice: "It takes 7 touches to close — so send 7."

Myth. That stat came from B2B sales cycles and got laundered into outreach gospel. Touches don't have inherent value; <i>reasons</i> do. Seven empty bumps annoy faster than they convert, while two messages with genuinely new information can close cold. The right cadence isn't a count, it's a supply question: keep following up as long as you have something fresh to add, and stop the instant you're repeating yourself. Run out of reasons before you run out of nerve.