Roy H. Williams, benefactor of the enigmatic business school The Wizard Academy has a simple formula that you should study:
“Salience” is that magical moment when your message enters your prospects’ long-term memory. It means your message will not be swept from the short-term memory that most marketing messages float in.
Relevance is simply how important your message is to a prospect’s current problems. Messages gain relevance when they are helpful, educational, titillating or entertaining.
Frequency is the number of times someone is exposed to your message.
The enemies of Relevance, then are messages exclusively about your promotions, your company or your products, or messages sent to infrequently.
The enemies of frequency are lack of repetition and invisibility. Social media messages have very short lifespans. Thus, for most people, they are invisible. The ubiquitous Leo Laporte complains that, when his posts suddenly stopped appearing on Google Buzz and Twitter, that no one noticed. He didn’t even notice for two weeks.
Email for Salience
Email is highly visible. It is the biggest social network on the planet. Most business professionals spend their day in email. It is how they managing their work.
If email is not working for you, it is probably because of low frequency. Email is a personal medium, and we all are afraid of being seen as spammers by sending too much email.
In The Instant Curated E-Newsletter That Your Prospects Will Love I describe how to automatically create a relevant, frequent email from the industry articles that you are reading every day. You are curating the content, but other talented writers are doing the work.
All you have to do is bookmark relevant articles.
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