You might not have noticed, but last week you didn’t receive our newsletter. Mind you, if you did notice, I am very pleased.
But I start from the assumption that “everyone is ultimately lost in their own business” as good old Vasco Rossi says, so it is perfectly fine if you had other things on your mind.
Well, not publishing anything was a choice: if I don’t have something that makes sense to say, it is better to say nothing at all.
This applies to people and companies alike: they too speak to people, whether they are customers or suppliers.
Sometimes, in the work we do, there are requests to “get the press release out,” to publish X posts per week, to be visible regardless.
The question is: what is the purpose of all this?
The idea should be: I speak to say something that has relevance for those who listen, read, or watch me.
And in corporate terms, the idea is to convey how what you are improves the life of the people you address.
This improvement is often more emotional than practical: why do you choose one product instead of another at the same price?
Basically, because one satisfies you more than the other.
A luxury watch does not tell the time more accurately than your phone.
An 80-meter yacht – the length of a football field – does not allow you to enjoy the sea more than a 40-meter one.
A 300 hp Yamaha outboard does not change the boating experience more than a Suzuki of the same power.
What convinces you to buy is what has more value for you: the demonstration of a status, the peace of mind a brand gives you, the aesthetic pleasure of owning something you like.
And this does not stem from frequency, but from the value of the message you convey with your words, with your products, with your identity.
For heaven’s sake: repetita iuvant, but that is exactly it: repeating helps, it does not substitute.
So, before worrying about how much to speak, think about what to say.
Think about how much what you say serves to put into people’s minds what you do for others, and how to convey in every communication what you give to those who choose you.
Then, if you stay silent for a week, those who have understood who you are – and desire you – will miss you.
And, in the end, they will come looking for you.
