1 00:00:00,780 --> 00:00:03,740 Frequency of communication builds trust. 2 00:00:04,440 --> 00:00:10,040 This is possibly the most underestimated aspect of 3 00:00:10,040 --> 00:00:13,960 all types of business development communication strategy. 4 00:00:14,440 --> 00:00:17,860 We always talk about matching the message to 5 00:00:17,860 --> 00:00:20,980 the audience and delivering it in a way 6 00:00:20,980 --> 00:00:24,220 that the audience is willing to receive it. 7 00:00:24,460 --> 00:00:26,520 But we don't talk about frequency. 8 00:00:27,300 --> 00:00:31,159 Here's the thing that really drives this point 9 00:00:31,159 --> 00:00:31,460 home. 10 00:00:32,140 --> 00:00:35,120 Think about the most important relationship in your 11 00:00:35,120 --> 00:00:35,480 life. 12 00:00:35,720 --> 00:00:38,120 There's a pretty good chance it's a spouse 13 00:00:38,120 --> 00:00:41,840 or a significant other or a mother or 14 00:00:41,840 --> 00:00:44,160 father figure, brother or a sister. 15 00:00:44,720 --> 00:00:47,880 It's someone you care deeply about and someone 16 00:00:47,880 --> 00:00:49,380 who cares deeply about you. 17 00:00:49,980 --> 00:00:53,320 Think about that relationship in the context of 18 00:00:53,320 --> 00:00:57,800 improving it or deteriorating the quality of it 19 00:00:57,800 --> 00:01:01,060 based upon how often you communicate. 20 00:01:02,100 --> 00:01:05,340 If you're in a committed relationship with a 21 00:01:05,340 --> 00:01:08,020 partner, a spouse, a significant other, does your 22 00:01:08,020 --> 00:01:11,620 relationship get stronger or weaker if you go 23 00:01:11,620 --> 00:01:12,920 a week without speaking? 24 00:01:13,660 --> 00:01:16,740 Candidly, if it gets stronger, the foundation of 25 00:01:16,740 --> 00:01:20,420 that relationship is pretty bad and you might 26 00:01:20,420 --> 00:01:21,540 want to seek some help. 27 00:01:21,540 --> 00:01:27,420 But all kidding aside, frequency of communication increases 28 00:01:27,420 --> 00:01:30,260 trust over time because of the familiarity. 29 00:01:31,020 --> 00:01:33,600 So here's a five-step process that we 30 00:01:33,600 --> 00:01:36,120 work on with our clients when we're helping 31 00:01:36,120 --> 00:01:39,100 them improve their overall conversion rates. 32 00:01:39,220 --> 00:01:42,940 So taking prospects to clients, taking suspects to 33 00:01:42,940 --> 00:01:46,260 prospects, or deepening relationships with clients. 34 00:01:46,980 --> 00:01:49,940 Step number one is whenever you communicate, you 35 00:01:49,940 --> 00:01:51,360 need to deliver value. 36 00:01:51,720 --> 00:01:53,700 So you and I are here today having 37 00:01:53,700 --> 00:01:56,960 this conversation and I hope that you're finding 38 00:01:56,960 --> 00:02:00,800 significant value in the conversation that we're having. 39 00:02:01,360 --> 00:02:05,360 The second step is to deliver that value 40 00:02:05,360 --> 00:02:09,100 to you as often as is comfortable. 41 00:02:09,720 --> 00:02:12,460 So in the case of an intimate relationship, 42 00:02:13,720 --> 00:02:16,040 intense frequency is the rule. 43 00:02:16,040 --> 00:02:20,800 Multiple times a day, making sure that each 44 00:02:20,800 --> 00:02:23,440 person is getting what they need from each 45 00:02:23,440 --> 00:02:24,280 interaction. 46 00:02:25,330 --> 00:02:28,560 When you're just getting to know someone, maybe 47 00:02:28,560 --> 00:02:30,700 once a day is more appropriate. 48 00:02:31,100 --> 00:02:33,580 In a business setting, maybe a couple of 49 00:02:33,580 --> 00:02:35,440 times a week is appropriate. 50 00:02:35,900 --> 00:02:38,380 And in a marketing or a business development 51 00:02:38,380 --> 00:02:42,800 setting, maybe we're talking about just once a 52 00:02:42,800 --> 00:02:45,200 week or a couple of times a month. 53 00:02:46,080 --> 00:02:49,600 The key is delivering value as frequently as 54 00:02:49,600 --> 00:02:54,700 is appropriate to increase the intensity of the 55 00:02:54,700 --> 00:02:55,280 relationship. 56 00:02:55,920 --> 00:02:59,480 Then step number three is to listen to 57 00:02:59,480 --> 00:03:02,320 the feedback that you're getting from the person 58 00:03:02,320 --> 00:03:03,500 that you're communicating with. 59 00:03:03,580 --> 00:03:05,780 Now in a business development setting, in a 60 00:03:05,780 --> 00:03:08,080 marketing setting, the feedback is going to come 61 00:03:08,080 --> 00:03:12,320 in the form of replies or commentary on 62 00:03:12,320 --> 00:03:13,480 a post like this. 63 00:03:13,600 --> 00:03:14,740 It's going to come in the form of 64 00:03:14,740 --> 00:03:16,860 anecdotal evidence where people grab you and they 65 00:03:16,860 --> 00:03:19,340 say, hey, I got that direct mail piece 66 00:03:19,340 --> 00:03:21,060 you sent and it was really impactful. 67 00:03:21,220 --> 00:03:22,240 I got it on my refrigerator. 68 00:03:22,560 --> 00:03:24,080 Or they're going to say, I saw that 69 00:03:24,080 --> 00:03:25,360 post you put up on LinkedIn. 70 00:03:25,720 --> 00:03:28,560 It really changed the way I think about 71 00:03:28,560 --> 00:03:29,420 running my business. 72 00:03:29,660 --> 00:03:31,120 Thank you for sharing that. 73 00:03:31,500 --> 00:03:33,840 You're also going to get feedback on whether 74 00:03:33,840 --> 00:03:35,720 or not people are responding. 75 00:03:35,940 --> 00:03:39,180 And if they don't respond, that message isn't 76 00:03:39,180 --> 00:03:42,320 resonant or the way you delivered the message 77 00:03:42,320 --> 00:03:44,240 didn't resonate with the audience. 78 00:03:44,540 --> 00:03:47,500 So listening for the feedback is step number 79 00:03:47,500 --> 00:03:47,840 three. 80 00:03:48,520 --> 00:03:53,260 Step number four is incorporating empathy in response 81 00:03:53,260 --> 00:03:55,400 to the feedback that you get. 82 00:03:55,680 --> 00:03:58,580 Now what do I mean by incorporating empathy? 83 00:03:59,180 --> 00:04:02,480 If people say to you, Dave, I got 84 00:04:02,480 --> 00:04:05,260 your marketing communication and it really hit me 85 00:04:05,260 --> 00:04:07,840 because I've been in that situation before. 86 00:04:08,640 --> 00:04:11,180 I understand how bad things can get and 87 00:04:11,180 --> 00:04:13,060 I'm really glad that you pointed out that 88 00:04:13,060 --> 00:04:15,060 there are solutions and there are options. 89 00:04:15,880 --> 00:04:19,200 That type of feedback is incredibly valuable because 90 00:04:19,200 --> 00:04:21,500 it tells you you should make more messages 91 00:04:21,500 --> 00:04:22,180 like that. 92 00:04:22,600 --> 00:04:25,200 Too many people post things on social media 93 00:04:25,200 --> 00:04:29,940 or create ads online and offline in response 94 00:04:29,940 --> 00:04:32,620 to what they feel their capabilities are. 95 00:04:32,620 --> 00:04:36,520 The market, your audience doesn't care what your 96 00:04:36,520 --> 00:04:37,520 capabilities are. 97 00:04:37,600 --> 00:04:39,160 They care about what they care about. 98 00:04:39,360 --> 00:04:43,180 So the empathy part of the listening and 99 00:04:43,180 --> 00:04:47,380 incorporating empathy into your messaging moving forward is 100 00:04:47,380 --> 00:04:51,720 essential because that's what builds the relationship over 101 00:04:51,720 --> 00:04:54,120 time and that's the final step. 102 00:04:54,540 --> 00:04:58,320 You have to adjust your message based on 103 00:04:58,320 --> 00:05:01,040 the feedback that you get when you incorporate 104 00:05:01,040 --> 00:05:02,040 that empathy. 105 00:05:02,700 --> 00:05:06,540 So those five steps again, deliver value, communicate 106 00:05:06,540 --> 00:05:11,280 as frequently as is appropriate given the relationship 107 00:05:11,280 --> 00:05:16,380 status, listen to the feedback, incorporate empathy and 108 00:05:16,380 --> 00:05:20,040 then deliver new messages based on the feedback 109 00:05:20,040 --> 00:05:23,320 you've received and the empathy you've incorporated. 110 00:05:23,920 --> 00:05:26,160 You can use this in one-on-one 111 00:05:26,160 --> 00:05:27,680 interpersonal communication. 112 00:05:27,680 --> 00:05:30,960 You can use it in direct response marketing 113 00:05:30,960 --> 00:05:33,940 and you can use it on your social 114 00:05:33,940 --> 00:05:34,900 media posts. 115 00:05:35,560 --> 00:05:40,240 I'm here for you every day doing this 116 00:05:40,240 --> 00:05:43,540 type of thing, creating a relationship with you, 117 00:05:43,940 --> 00:05:49,120 communicating with frequency because I want you and 118 00:05:49,120 --> 00:05:52,980 I to have a great and productive relationship 119 00:05:52,980 --> 00:05:53,820 moving forward. 120 00:05:54,080 --> 00:05:56,320 I'll see you back here again tomorrow. 121 00:05:56,320 --> 00:05:59,080 Until then, here's hoping you make a great 122 00:05:59,080 --> 00:06:01,320 living and live a great life.