The truth is your audience needs to see and hear your message multiple times before it sinks in and motivates them to buy. Over time this number has changed.
- In the 1930s, it was 7 touchpoints.
- In the 1990s, it was 14 touchpoints.
- In the 2000s, Microsoft concluded it was now 20 touchpoints.
While each statistic differs (and shows just how hard it is getting to influence your audience!), it still tells the same story:
- It takes time to build a trusting relationship.
- Your audience must see and hear your message multiple times before acting.
You need to turn up and keep turning up!
But not only that, when you turn up you need to add immense value.
This brings us to…
Deadly Marketing Sin #6: Thou shalt not be recluse!
You need to get out there and get your voice heard. It’s time to get rid of that Imposter Syndrome
we mentioned in Deadly Marketing Sin #5 – Thou shalt not be selfish and increase your touchpoints with your audience.
As Chet Holmes says in his bestselling marketing book, ‘So much business success comes down to pig-headed disciple and determination.’
What am I meant to talk about?
It’s the everyday things you deal with in your industry – the tips, tricks, and tactics you implement.
The frequently asked questions. The things that are so fundamental to you.
And before you say, “But this stuff is just common sense – surely they aren’t interested in this?” Let
me assure you they are! We often underestimate how much we know about a topic or industry simply because we work in it daily.
Remember, your customers are amateurs at the craft you are an expert in.
Imagine they are you when you just started. Treat your audience like a novice, a beginner. Start at
the beginning and then make me as much of an expert as you can in a short period of time.
How do you do this? Share what is in your head – all of it! The juicy bits and nuggets of gold. Take
them on a journey that engages and gives them real value.
Trust is equal to the value given.
- The more you add value to me, the more I will trust you.
- The more you show your expertise in an area, the more I will trust you.
- The more you demonstrate you understand my problems, the more I will trust you.
And guess what? We do business with those we like and trust.
So, to reiterate, the more you share, the more your audience will trust you. The more your audience
trusts you, the more they will buy from you.
Need help planning out more high-value touchpoints with your audience?
Let’s chat about what that might look like for your business.
