Have you ever wondered if your message is
actually getting through?
Like you keep saying the same things over
and over and you look around and think,
is anyone actually hearing this?
Listen, I get it.
I've been there, but I want to share a
moment with you today that completely
changed how I think about that question.
And it didn't happen in a boardroom or in
the office or in the studio.
close friends, Alicia, to school.
And in that we get
some great conversation.
I'm asking them questions.
I'm doing the cheesy dad stuff like
karaoke and all that kind of stuff.
But oftentimes, especially early in the
morning, sometimes the
girls are quiet, right?
So they're tired and they don't do a lot
of talking or they're
talking to themselves.
And I just stay quiet and I listen to the
conversation and soak in what's happening
in the world of teenagers.
And interestingly
enough, as I was driving,
I heard a conversation between my
daughter and Alicia.
And long story short, there was a
conversation about sleep.
And when you're a parent driving a couple
teenagers around, often in those moments,
you just become invisible and you just
like listen and soak in
what they're talking about.
So they were just having a
conversation about sleep.
And I really wasn't paying that much
attention to what they were saying until
I heard my daughter
say this to her friend.
She said, "Sleep
makes your brain smarter."
And in that moment, I just, I paused and
I smiled and I almost did a double take
because that's something that I have said
to her more than once,
probably a ton of times, honestly.
But here's the thing,
she wasn't quoting me.
She didn't say like,
"My dad always says."
She just said it like it was hers, like
it was just true, like it was just
something that she knew.
And I sat there quietly in the front seat
thinking, "All right, yes."
It's gotten through.
The message has gotten through.
And I didn't see it happening.
There was no moment when she looked at me
and said like, "Dad, I get it now."
Like it just landed.
It was just one of those messages that
landed quietly over time.
Now here's the bottom line.
The same thing is happening in your
business right now with your team and
with your audience, your values, your
beliefs, your philosophy, the things that
you keep saying over and over, they're
landing even when you can't see it.
So let's talk about why this matters
because I think there are three things
you and I really need to understand here.
Number one is repetition is
how people learn, full stop.
This is just how our brain works.
When you hear something new for the first
time, your brain doesn't just accept it.
It kind of files it away.
Maybe it perks up a little.
Maybe it doesn't hold onto it.
But I want you to think of
it like a nail and hammer.
You can't drive a nail
into a wall with one swing.
You have to keep going.
You have to hit it again and again.
And that's not a bug in how we learn.
It's just how it works.
And here's what the research says.
There's something called the
rule of seven in marketing.
And the idea is that someone needs to see
or hear your message about seven times
before they actually take action on it.
Seven times.
And some newer research suggests that it
could take even more than ten exposures
before someone really
commits to doing something.
Ten times.
So if you've said something three times
and you're thinking,
okay, they've got it.
I want to gently tell
you, no, they didn't.
And I want to emphasize
this with a real world example.
So as I mentioned in our last episode, we
are gearing up for our first ever summit.
Now, part of that registration
process is the summit is free.
So anybody can register absolutely free
and be able to consume all of the 24
sessions with these amazing creators.
Now, as part of that, though, in the
onboarding, they have the opportunity to
purchase the all access pass and it gives
them access to all the recordings.
It gives them access to all these
incredible playbooks that our team have
created based on the interviews and all
the additional resources that we've
produced to be able to help you implement
the ideas that this incredible group of
creators are sharing.
And so people have gone through that process to register.
Now,
interestingly enough, yesterday we held a
pre party and basically what that means
is like, you know, people are coming to
this live session and I'm basically
walking through like how
the event's going to work.
You know, we're doing kind of like a tech
check to make sure that
everybody's good and comfortable.
They know where to find things.
And in that I was also sharing some more about the all access pass.
Well,
we had a ton, like a flood of people who
then purchased the all access pass.
It was like one of our biggest
all access pass purchase days.
And I share that because these people
have already seen that messaging.
And so it just comes back
to what we're talking about.
Many times we have to say the same
message over and over and over again
before people understand
the value and or take action.
And that was the case with our team. Like people have already
seen the all access pass.
They had already decided not to buy it.
And yet when I talked about it a second,
a third, a fourth, a fifth time, that was
when they decided to make it.
So point being, repetition is how people
learn and we've got to get comfortable
with, you know, repeating the messages.
This isn't about being annoying or repetitive for the sake of it.
It's just how people learn. It's just how learning works.
You just got to keep going.
Okay.
Number two, your boredom
is actually a good sign.
See, this is one of the things that trips
people up the most, including me.
And here's what happens.
You got a message or core belief or
something you really want people to know
and feel and take action on.
And you say it and you say it again.
And then you say it a third time and somewhere around the fourth or fifth time, you start thinking about it.
Third time and somewhere around the
fourth or fifth time, you start thinking,
okay, I'm done repeating myself.
Like people are getting tired of hearing
this, but here's the thing.
They're not.
So ask yourself this.
If you're not a little tired of saying
the same thing, your audience probably
hasn't heard it enough yet.
Think about Nike with just do it.
That campaign has been running for close
to 30 years. 30 years
of the same message.
Do you think Nike got
sick of it at some point?
Maybe, but they didn't stop and now we
all know it and we feel it
and it means something to us.
Your philosophy is your just do it.
Think about your favorite band.
Like one of my favorite bands is U2.
If I go to watch U2, do I just want to
hear their new songs?
Heck no.
I want to hear all the classics, the
songs that they probably played thousands
and thousands of times.
I want to hear where the
streets have no name, right?
It's because those are the messages.
Those are the songs that they're probably
sick of singing, but we
all want to hear again.
So what do you
believe about your industry?
What do you believe about your customers?
What do you believe about
how business should work?
Say it, say it again,
say it in a different way.
Put it in a post, put it in a podcast,
put it in a conversation.
And when you start feeling that itch to
say something new because you're bored,
that's usually the signal to keep going.
Not to stop.
You with me?
Okay.
Number three.
This isn't just about your audience.
It's about your team too.
See, we talk a lot about marketing to
customers, but I want to pause here and I
want to talk about the
people inside your business.
Your team needs to hear your values just
as much as your audience does.
See, culture isn't built in one meeting.
It's not built at an
offsite or in a single email.
It's built by repetition.
So what do you want your team to believe
about how you treat the people you serve?
What do you want them to know about the
kind of business that you're
building or what you stand for?
You have to say it and you have to say it
again and again and again.
I was reminded of this years ago when
was business partners with Michael Hyatt.
One of my reasons for wanting to go into
business with Michael
was to learn from him.
He's an exceptional leader.
He's the former CEO of Thomas Nelson
Publishers, which is a
massive publishing company.
He's just an incredible leader.
One of the things that I learned from him
was just the importance of repetition,
specifically as it relates to leading a
team and communicating your values.
See, oftentimes we'll take that moment or
that day and we'll write out our values
and we'll talk about it one time.
But you have to talk about it on repeat.
That's where the team
really absorbs the messaging.
And that was one of the biggest messages
or that, sorry, that was one of the
biggest lessons that I learned from
Michael during our time together.
So you have to say it and you have to say
it again and again in the way that you
run meetings, in the messages that you
send, in the decisions that you make out
loud so people can see and hear and feel
your values in action.
And here's what happens when you do.
One day someone in your team will say
something and you'll realize
they're not quoting a policy.
They're not saying it
because they have to.
They're not saying it
because they memorized it.
They're saying it
because it became theirs.
Just like my daughter in the back seat
telling her friend that
sleep makes your brain smarter.
She didn't know that
she learned it from me.
She just knew it was true.
And that's what you're building every
time you say it again and again.
week.
I want you to take 10 minutes.
Seriously, just 10 minutes.
Write down the three core things you want
your audience to believe about you, about
your brand, about what
you do and why it matters.
Just three things.
Then ask yourself, honestly, am I saying
these three things on repeat in my
content, in my emails, in the
conversations I have with my team?
And if the answer is yes, great.
Keep going.
Keep doing that.
If the answer is no or even kind of, then
I want you to think about starting this
week, not next month, this week.
Because someone out there, whether that's
a potential customer or a teammate, is
closer to getting it than you think.
And they've heard it three times or maybe
five times or maybe nine times.
And you might be one
repetition away from it becoming theirs.
Now on our next episode, we're going to
be talking to a very charismatic
character who is in one
of the most boring markets.
You could ever be in
teaching people about SEO.
Now that might not sound relevant to you,
but what I will tell you is he's built an
incredible social following teaching the
most boring subject.
So we talk about that and we talk about
how he's been able to get tons of free
traffic from both social and also SEO and
how the SEO game is changing because of
tools like chat, GPT and Claude and all
of the AI tools out there.
It is a fascinating episode.
You're definitely going
to want to tune into that.
And if this episode was helpful to you,
would you be able to leaving a review?
I'd really appreciate that because that
helps more people find the show and that
means we can help a lot more people.
All right, so let's bring this home.
Today we talked about something really
simple and but it's really, really
important and that is your messaging and
your messaging getting through to the
people that matter most.
Even when you can't see it.
See, repetition is how people learn.
Your audience needs to hear things 7, 10,
maybe more times before it really sticks.
So don't quit early and
your boredom is a good sign.
If you're tired of saying it, that
usually means your audience is just
starting to really hear it.
And it's not just about your audience.
Your team needs to hear this too.
See culture is built one repeated
conversation at a time and maybe most
importantly, the seeds
that you're planting today.
You won't always see them grow, but they
are growing and will you get tired of
saying the same thing?
Yes, but that's part of it.
But my hope is that the next time you
feel that urge to switch things up
because you're feeling bored.
You'll remember my daughter in the back
seat of the car telling
her friend something true.
My guess is that's probably happened to
you at some point and it feels good and
it's a reminder that
repetition is important.
Something that she didn't
even know that she's now learned.
Keep saying it my friend.
Thanks for listening.
Join us next time and remember the more
money you make the
more impact you can have.
Wait, wait, wait, remember that summit
that I was talking about in this episode?
Well, it's coming up April 8th, 9th, and
10th, and it is epic.
It is all focused on helping you grow
your audience and generate more sales.
And that is the entire focus, is help you
get discovered, help you get paid, and
help you keep getting paid.
And these sessions are amazing because I
am asking this group of exceptional
creators how they are
growing right now today.
Like the whole
creative world has changed.
Like what used to work doesn't work
today, but what is working today?
That's what we dig into.
Like how do you get your content found?
How do you turn followers into an
audience that you own?
What are some YouTube strategies,
Instagram strategies?
What are some strategies for launches?
How do you sell without feeling salesy?
We talk about funnels.
We talk about crafting messaging.
We talk about crafting offers.
We talk about turning
one-time buyers into repeat buyers.
We talk about AI and how
to use it with your content.
It is such an epic summit
and the whole thing is free.
All you gotta do is go to membership.io
forward slash summit, membership.io
forward slash summit