Today I want to talk to you about what I think is your biggest single problem. I don’t care if you have a store front or that you work alone from home. I doesn’t matter if you work out of your attic or from your basement. You all have the same problem. And it’s the same problem I have.
Not enough people know you’re alive.
That’s it. How can I do business with you if I don’t know that you exist. It all starts with visibility. I have to be introduced to you to know that you are alive. Then and only then can we begin to build a relationship that I hope, will lead to new business.
The reason why you don’t remain visible over time is because you probably don’t want to appear as being obnoxious, or come across as bothering people.
Here’s a statement you can take straight to the bank. As soon as you are out of my sight, you are out of my mind. I’m not waking up thinking about you. I have my own problems … my own baggage. I’m not concerned about you.
If you want to do business with me, you have to enter my world and remain visible over time.
I’m going to introduce to you a rule that I’ve been sharing for the past 25 years. I endorse it wholeheartedly and for lack of a better title, let’s call it The Rule of Seven.
Once you adopt The Rule of Seven for your daily mantra, you will thank me. This rule infers that if you want to do business with me, you must make contact with me a minimum of seven times in every eighteen-month period. That’s the wording of the law: seven times in each eighteen-month period.
There is nothing magical about the number seven, and there’s nothing magical about the number eighteen. What that rule reminds us is that you need to remain visible … over time.
If you contact me seven times on a Monday… OK, you’re obnoxious. If you contact me seven times over a thirty-year period, you become forgettable. You want to space your these touch points over time.
Visibility can be achieved in a number of ways. You can use postcards. You can use e-mail. You can use letters. You can use the telephone. You can do it in person. Regardless of your choice, you must come back in to my life again and again if you are interested in establishing a relationship and making me feel comfortable with you.
Visibility may be your biggest problem, but the good news is that you can immediately begin to take steps to solve it.