I went through my inbox and noticed an email from Grant Cardone about his 10X Event. But this wasn’t any ordinary email.
This was the second email he sent me that day.
If you read through articles on emailing frequency, you’ll typically hear that it’s good to send out a new email to your audience each week or each day if you’re ambitious.
But two a day was seen as overkill. The only time I ever sent multiple emails on a given day was for a close cart promotion, and those emails get sent to a narrow segment of my audience of people interested in the product.
I noticed this and ignored it.
But the next day, I checked my inbox towards the end of the day.
And Grant Cardone was in there twice…again.
I thought, “There’s a reason Grant’s showing up in my inbox four times in the past two days. Let’s check my history.”
And it was in that moment I realized Grant has been sending me two emails each day for a while.
In this realization lies an important truth.
Even though I admire the guy (I’m actively going through his Instagram feed, stories, books, videos, etc.), I still didn’t notice he was emailing me twice per day.
I checked my inbox today (December 21, 2018, as of writing) and saw that he emailed me THREE times today. I received about 80 emails today. Grant was just three of those emails tallying at 3.75% of my emails for that day.
With the exception of special circumstances (i.e. political, point of view matters, potential biases, etc.) people don’t care who authored the content. They care about the value or entertainment that content provides.
If you’ve ever surfed random videos on YouTube, you probably didn’t care about what channels the content came from. You just cared about the content and how it empowered or entertained you depending on what you were looking for at that time.
I bet you can’t list the last five articles (online or print) you read and their respective authors. I surely can’t.
People will remember you and your brand more than they remember individual pieces of content you produce. When I think of Grant Cardone, I immediately think of the 10X Rule. I don’t think of the title of his latest video or even a video I recently watched.
When you share your content more frequently, people begin to remember your brand. The less frequent you are, the less people will remember you.
My blogging career skyrocketed when I decided to publish two new blog posts each day. For some people, it’s hard to keep up with. How can you keep up with a blogger who’s publishing two blog posts each day?
But if you just found this blog today, how can you possibly keep up? I’m not being disrespectful to your ability to keep up, but we’re approaching 2,000 blog posts on this blog (we’ll definitely hit that in 2019). If this is the first blog post you’re reading, then buckle up because you’ve got about another 2,000 to read.
But you’re not going to buckle up and read those 2,000 blog posts. You’re going to pick the ones that most resonate with you.
No one reads every news article ever published. It’s impossible and like trying to kill a hydra. The moment you finish reading one article, at least 10 more get published.
Now I’m scheduling two emails to go out each day. I want people to see me often. Why?
That’s because the most successful people are the ones we see the most often.
Think of someone like Taylor Swift. When she starts a new tour, she seems to be everywhere. She’s trending on social media, all over the radio, and getting coverage on the top media outlets. She’s even on Netflix now.
It’s no coincidence that someone as successful as Taylor happens to be active on many platforms.
So what does this mean for you?
No one is going to read all of your content. Few will retain most of it. But your audience will remember your brand and the core themes you hit upon. They’ll remember how you feel.
But all of that starts when you become more frequent and build trust by showing up.
People won’t get annoyed if you show up more often with valuable content. In fact, they’ll welcome you each time. Some of these people will keep thinking of you long after they’ve viewed your content. They’ll start checking your social media, blog, podcast, and other places without you prompting them.
That’s when you start to build a loyal tribe. If you are afraid that showing up too frequently will annoy your audience, it’s just not true. Your audience wants valuable content and if you give it to them weekly or five times each day, they’ll appreciate you.
Your audience won’t view each piece of content you produce but that’s to be expected anyway. You’re just presenting more options that will help when your audience narrows their searches by typing something like “content marketing” on your blog’s search bar.
If you aren’t being frequent enough, you’re doing yourself a disservice. You’re missing out on the potential for a stronger community.
But a lack of frequency is also selfish towards your audience. You’re not giving them the content they want…and in some cases need.
What do you plan on doing to increase your frequency? Let me know your thoughts and initiatives in the comments.