Messaging With Consistency: a valuable lesson

I had a career where I had to repeat the same story to my clients, 5-7 times a day every day of the week. It felt like I was a robot , I was stuck on repeat and everyone was so tired of hearing my same story over and over and over again.

Soon I got into my own head and I came up with the  brilliant idea that I should be changing my message and my story often. For a couple of years I tried every 2-3 months to change up my messaging. What I didn't take into account was I might see my clients only once a month or once a quarter. Each of those clients only heard my message once.

What's worse...

There were TONS of competitors selling different, conflicting messages to my clients as well. So much NOISE in fact that even though I felt like my message was stale, old  and overdone, every time I said it to my clients, it was as if they had never heard it before.

What I learned from some of my mentors was simple. 5-7x. That's the amount of time it takes for someone to hear you  and hear what you've been saying.

It was such a revelation when I realized they were right. One day I went into an office of a client I saw every month. A client that I already worked with that was selling my products. Someone that surely had a solid understanding of what the value proposition I and they sold was. I repeated my story. It was probably the 6th time I told the same exact story, verbatim. I'm not exaggerating.

My client looked me in the eyes and said to me "You've never told me that before,  wow, I can't believe that. I need to get this in front of so many more people."

I never forgot that lesson and I hope sharing this means it doesn't take you 2 years of lost opportunity to learn it.