Mark Hurst fills my email inbox each week with a lesson on customer experience. He’s been echoing the same message for over a decade. For people who have followed him that entire time, it may seem like old hat. But every day, there’s a new person out there who’s just discovering the notion of the customer experience and why it’s important and what they can do about it.
Thomas Friedman keeps has written column after column (and a book) about the need for a “Green Revolution.” Are some readers tired of it? Sure. But others are just coming to the message now.
Warren Buffett doesn’t worry about delivering shiny, new, exciting ideas in his annual letters to shareholders. He just keeps hammering away at the same themes that have guided him throughout his investment life.
Reaching the new class
In REWORK, we talk about how you need to be willing to let your customers outgrow you. There are more people who are not using your product than people who are; You need to make sure you make it easy for these people to get on board. That’s where your continued growth potential lies.
It’s the same for your marketing message. There may be .0001% who have read everything you’ve ever written and who want you to deliver something brand new. Follow their wishes and you’ll wind up with a tiny audience of experts while excluding the 99.9999% of people who have no idea who you are or what you think.
There’s a new batch of freshmen every year. Every day, there’s a new person discovering you for the first time. If your message is simple and accessible, they can become fans. If it’s geared exclusively to PhD candidates, these freshmen will never latch onto you.
A drop in the bucket
It’s also wise to keep in mind that it takes multiple mentions for an idea to really sink in. For most of those who follow you, your ideas are just a drop in the information overload bucket. That’s why you need to keep plugging away.
Marketing something is akin to being Andy Dufresne in The Shawshank Redemption chipping away at his cell wall. Like Andy, you’re not gonna dig a tunnel overnight. It’s going to take years. You need to hammer away at the same point in the wall to get anywhere. If you keep changing spots every week, you’re never going to break out.
Honing your message
Plus, you keep getting better at making your point(s). You can’t just expect to say it perfectly out of the gate and then never have to repeat it again. The first time you say something, you get to guage its impact. If you hit on something, you can start refining it. It’ll keep getting better. A blog post can lead to a conference presentation which can lead to an interview which can lead to a magazine article which can lead to a book. And each step of the way, the message will get tighter and clearer.
Your foundation is your foundation
Doubling down on a message is how you take a stand. Of course, you don’t want to sound like a broken record. You should find new angles and new ways to present those ideas. But remember it’s ok to keep plugging away at the same themes when you really believe them because, well, they’re what you really believe. The way you get to be the Buffett of your message is by sticking to it.