Before publicity shots were digitized, it was common for up and coming actors to mail their headshots to the same talent agents over and over again. Their theory: that eventually they would look familiar and get past the receptionist and into an agent’s office.
You can use a modern-day version of this to stay connected to your audience. Witness this very email, with my smiling mug accompanying a weekly brand/business missive.
Familiarity—in the right doses to the right audience, does not breed contempt. It builds trust. It builds relationships. It builds your business.
But since we’re not actors or models, it’s not as simple as tossing a headshot into the mail. It’s about content. Compelling and engaging content—that reflects your brand, your business model and your strategy.
A few have raised it to an art form.
Susan Cain created an introvert universe and speaks confidently on their behalf. Gretchen Rubin built a happiness community that also serves to test new theories on improving happiness. Brené Brown morphed academic study of vulnerability and shame into a dazzling TEDx talk and a New York Times bestseller.
Despite their different careers, personalities and business models, they all are “familiar”.
Their consistency—not repetition, but consistent reliability—is comforting. Wherever they appear—email blasts, on-screen interviews, social media posts, on the dais—they are poised, deeply knowledgeable and articulate. We want to read their work, we want to hire them, we want to know them.
Familiarity is good.
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