Drip, Rain, or Flood?

One of our master bedroom's faucets started dripping.

At 4:09 a.m.

You can probably guess how I know exactly what time it was.

So, being handy with tools and low on sleep, I figured out the O-ring was toast.

Five minutes later, no drips, but a lightbulb did go off.

Drips are accidental.

You drip on your shirt, the carpet, the desk, or, heaven forbid, your child drips something on Grandma's white couch.

You didn't plan on dripping; it just happened.

Drips are also annoying. They're unwelcome, unintentional, and often happen at the worst times.

Then, there's that lonely potted plant gasping for water near your window.

A few drips won't quench its thirst. A parched plant won't 'automagically' turn a simple mist into a gorgeous bloom.

That sad, pathetic look gnaws at your conscience when you see it.

Quick, what's your first instinct?!

You scoop up that water-quenched plant and give it a thorough drowning in the kitchen sink.

Spoiler alert: Flooding an arid plant will kill what you're trying to nurture.

Like drips, floods are also irresponsible.

They lack moderation. There's no healthy measure of care with a flood.

It simply directs a deluge of water onto unsuspecting victims.

Rain, on the other hand, is gentle, inviting, and nourishing to cultivate growth.

A steady, consistent rain brings health and vitality.

It's what turns seeds into shoots, stalks, blooms, and a hundred or more seeds.

While working with close to 1,500 coaches, consultants, and advisors one-on-one, I recognized a pattern.

My most successful, well-connected, and highly regarded clients are judicious with how much they reach out to prospects, referral partners, and COIs.

How? They follow a simple principle flow...

Raining on your audience will grow a healthier, more vibrant future than dripping on your audience or flooding them.

Many well-meaning coaches, consultants, and advisors try to reach out to the right people...

But it's often inconsistent, unpredictable, and far too ineffective.

Reaching out to your prospects, referral partners, and potential COIs at random, unpredictable times is the equivalent of a drip.

It's unplanned and usually done with little to no forethought.

'Dripping' on your audience is more annoying than nurturing.

On the other hand, think of those times you've seen someone bombard their audience with a flood of texts, calls, reminders, messages, "Just following up..." prompts, and more.

Maybe you signed up for someone's assessment or worksheet, and they sent you seven emails in the first three days.

That deluge of content drowned your interest.

You can't hit unsubscribe fast enough. "Please, rescue me from this flood!"

But what if you lead with intent? What if you have a refreshing strategy that sounds like this:

• Every time you contact a client, you give them a new resource, personalized note, or update?relevant?to their exact situation.
• Before contacting a new prospect, you do a fair amount of research (read: Google stalking). That way, you're asking more detailed questions. It proves you took the time to see what matters to them before you talk.
• Any conversation you initiate with a COI focuses on bringing them a potential win. How do you know what a 'win' is for them? You first understand their core business, goals for this year, and who they want to attract.

Any call, email, or meeting involving you should bring a smile to their face.

They can confidently know you're reaching out to them with a purpose.

That begs the question: What's the right frequency for reaching out? How do I 'rain' without being a 'drip' or a 'flood'?

Here's the cadence that works well for me:

• I connect with my established referral partners at least once a month.
• I contact prospective COIs at least twice a month until we get clarity.
• I connect with prospects at the first opportunity.
• Clients hear from me on a more organic basis, depending on our contract. Deliverables and deadlines drive communication.
• My email list typically hears from me three to five times a week.
• I post Keynotes at least three times a week, but I often post here every weekday.

That frequency may not be right for your situation.

How often do you reach out to your prospects, referral partners, and centers of influence (COIs)?

If you're not seeing the desired results with your message, start by looking at your intent, execution, and frequency.

Are you dripping, flooding, or raining on your audience?