Dear Voornaam,

One of the questions I am asked most often is: 

"How often should I communicate with my clients and prospective clients?" 

Many people fear they will annoy clients and prospective clients if they communicate with them too often.   

They ask: "Is a weekly email newsletter too much?"

Here's how I answer that question:

Think about your relationship with a person you care about the most. Maybe it's your spouse. Perhaps it's one of your children. Maybe it's a close friend.  

Think about the communication you have with them.  

Would your relationship get stronger or weaker if you spoke only one time each year?

(Incidentally: If you are thinking about your relationship with your spouse and believe it would get stronger if you spoke LESS OFTEN, you probably need more help than I can provide…)

Frequency of communication builds trust.

Most people think we want to communicate with people we like. And to an extent, that is true, but it is a tautology – the more frequently we communicate with someone, the more they like us. 

Repeated exposure creates a bond.

Here is the key:  

If you provide your clients and prospects with the right content, they will happily read it no matter how often you send it to them.  

This is not some academic theory (although it is supported by substantial evidence). It is something I have learned through experience. 

I email my clients, prospective clients, and evangelists each week. I have done this since 2008. These are all people who have given me permission to correspond with them. Less than two percent have unsubscribed. 

Most of my new clients come from people who have been reading my newsletters, books, and web articles, watching my videos, and listening to my audio programs each week.  

These folks know me, even though most of them have never met me in person. They like me. And they trust me. 

This works for people in your industry too. 

The secret to keeping your audience engaged rests upon four critical elements of effective communication.  

Here they are:

Interesting Content 

This is an essential component of any communication system. Your content must be interesting and relevant to your audience. People change the channel on boring television programs. People unsubscribe from boring newsletters.  

A shot of spice also never hurt the content of a newsletter, email, or video. You'll notice I occasionally pick fights with my competitors, tweak a lousy vendor, or talk about controversial stuff to ensure you are still with me.  

Make sure your material is interesting and informative. 

Frequency 

People want to hear from you more often than you think.  

If you provide value, there is no reason to worry about sending something too often. A good rule of thumb is to think about how often you call your best friend.

You call when you have something interesting to say, and your call is welcome. 

Consistency 

Send out your information on the same day and at the same time each week. People will expect it. Consistency is vital because it makes you predictable. People like things that are consistent because they are reliable. We trust people who are consistent. 

Personality 

Your writing should fit your personality. Many people say they hear me speaking when they read my email. You are not writing academic work when you sit down to compose your newsletter. You are having a conversation with a friend. You are helping him get to know you. Inject your personality into the writing. 

This may seem like a lot of work. But remember, doing this consistently, over time, will provide you with a handsome reward in new clients down the road. 

Call me if you want to avoid this work and still want the results. I have an experienced team who implements these systems. My team will do it for you. My phone number is (786) 436-1986

Someone is finishing reading this article right now, and they will implement a weekly communication system.  

Will it be you, or will it be that competitor you are most concerned about? 

Warm regards,

Dave Lorenzo

The Godfather of Growth

(786) 436-1986

P.S. You are receiving this email because we have a relationship, and I'd like to stay in touch. If you no longer want to receive these emails, call me at (786) 436-1986.

If you click unsubscribe, I will never be able to email you again.