Last week, I talked about why you shouldn’t worry about repeating yourself in your newsletter or blog. I pointed out that new people continually join your list or visit your blog and haven’t seen what you wrote before. I said you might talk about the same subject but use different (and more compelling) arguments or examples.
An astute reader, (thanks, Michael), reminded me that I neglected to mention one of the most important reasons, that when a reader hears your message the first time, they may not be ready to hear it, or ready to take action.
Clients won’t hire you until they’re ready. And there are a lot of reasons why they might not be ready the first time you talk about a subject.
They may not understand what you said the first time they read it or realize that it applies to them.
They may not trust you yet or understand how you can help them solve their problem. They may be in denial about the risks they are facing and need to hear more information.
They may think they can’t afford to hire you and need the problem to worsen before they’re willing to take the next step. They may need time to “find” the money and hearing your message again might be just the impetus they need to do it.
There are many reasons why someone might not be ready, willing, or able to hire you when they read your message the first time or the 21st time.
That assumes they actually received and read your previous message(s), something that may or may not be true.
Stay in touch with your clients and prospects and don’t worry about repeating yourself. Repeating yourself may be exactly what you need to do because clients won’t hire you (again) until they’re ready and they aren’t ready until they’re ready.
How to bring in more business with a newsletter or blog
