In response to yesterday’s email about this coaching program I’m starting up, I got a few folks telling me they’re pretty sure daily publication would not be a good fit for their buyers.
That might be true. It really does depend on how you do it and who your buyers are.
For example, if you compare how my friend and colleague Jonathan Stark does high frequency publication with how I do it, you’ll see differences in the tone and content. We’re both pleased with the role high frequency publication plays in our respective businesses, but I don’t think either of us would claim our approach is “better” or “best” or “right”. It’s a function of personality and other factors. Our mutual friend Kai Davis also publishes very frequently, and there’s yet a third approach that is also very effective.
Anyway, my larger point here is to briefly explain why high frequency publication is one of the 3 core challenges in this coaching program.
High frequency publication may also be a good fit for connecting and building trust with your buyers. Or it may not. In this coaching program I’ll insist that you give it a try either way.
The main reason I insist on it is because of how it will change you.
It’s the fastest way I know of to develop a defensible, differentiated point of view.
And a defensible, differentiated point of view is the best way I know to make inbound marketing work.
Here’s how I see it: you could spend a year or two chasing inbound marketing tactics (lead magnets, content upgrades, contests, giveaways, quizzes, “ultimate guide to _______”, that kind of thing) and get lucky, or you could spend the same amount of time publishing at high frequency and get good. I’ll choose the second approach every single time.
Well, actually, I chose the first approach when I started out. The older, wiser me now chooses the second approach.
In my experience, the first 90 days of high frequency publication were brutally difficult. I didn’t trust myself to do it, so I wrote for a week or two and queued up those emails in a Drip campaign before I started sending them out. I built a 2-week buffer of content so in case I stopped writing I’d have some leeway to get back on the horse.
After maybe 6 months I was writing consistently 5 days a week, and I craved a more realtime conversation with my list so I switched to broadcasts rather than an autoresponder campaign.
This is why I’ll expect you to try daily publication for 120 days. It’ll probably take around 90 days for you to start, find that it’s freaking hard, feel like quitting, decide to not quit, push through it, and finally get to the point where you have a new habit (possibly a new superpower).
Along the way you will almost certainly run out of things that are easy to write about. (I say “write” but you can record audio or shoot video instead.) You’ll run dry, and you’ll have to dig a deeper well. You’ll think you can’t but discover that you can. And in that deeper well you’ll find:
- A defensible, differentiated point of view
- Talking points that you’ll use in sales calls with prospective clients
- Insights that you’ll raise client eyebrows with during projects
- New depth in your own understanding of your expertise
- Greater subtlety in your own understanding of your subject matterAll that stuff has spill-over benefits for the rest of your business and your marketing, but it starts with changing you.
Here’s the last point I want to make: you have to publish it online. Otherwise it isn’t real. Writing daily is not the same as publishing daily. I don’t fully understand why yet, I only understand that it’s true.
Finally, you certainly don’t have to pay me a penny to give this high frequency publication thing a try. If you can read this email, you have everything you need to try high frequency publication yourself.
If it doesn’t make you a better version of you, I’ll issue you a personal public apology via Youtube video.