Statistics show that it takes about 5-12 contacts before an interested prospect becomes remotely interested as a buyer (you can google this!).

A mistake I see most marketers make is that they are promoting too much quality content, too slowly – rather than being consistent.

Write this down.

Consistency will beat quality any time.

Why?

Consumers in today’s age are more distracted than ever. Today, when I opened my email inbox I had about 15 emails from people soliciting offers to me, to people wanting to sell me their products to random people messaging wanting to connect with me and every one of them was so easy to delete.

I don’t know if some of them had a product that I really liked, or could transform my life. None of them could get my attention.

This is not only with me, it is with you as well. We are bombarded with too many marketing messages from our phones, from our laptops, from our peers, everywhere.

I don’t care how good the quality of the email or offer the person is writing to me. If it takes that much time to delete it and I don’t see it I will not be able to buy from you. This is the reason why consistency will triumph

Now, we are not talking about an industry such as engineering, or medicine, or even finance where process and quality control is of the utmost importance.

But we are talking about marketing and sales here, of course quality of work is important. However, you must also remember in the game of business – consistency will eat quality for breakfast.

Proving This With Science

Psychologists have studied something called the mere exposure effect, in that we are more likely to like things that we are familiar to us.

Let’s apply this to marketing and sales.

A one shot, homerun campaign is something that is going against your very biology as a human being because it is too much to handle and too sudden.

Marketing and copywriting just does not write things like that.

It is better to drip feed your consumer valuable content than to bomb them with everything you know, even you yourself would appreciate it if things are given you slowly.

Human nature is slow, we are slow to change to new ideas, but when we are repetitively exposed to new ideas, we warm up to it and accept it as the new normal.

Take the two of the most viral campaigns ever to exist on the internet.

Gangnam style – this was not a homerun campaign though it was wildly successful. This was a song you heard, again and again and again and again, on the radio, on the streets, through your friends. Then you knew the song.

ALS Ice bucket challenge – you first saw it, it was interesting. Then you saw your favorite celebrities doing it, which warmed you up. Then you saw it everywhere. You were repeatedly exposed to the same challenge.

This is my message. If you would like to see more blog posts, click here to check out more.