Between 2016 and 2018 I sent a daily email, 5 days a week. I published all of those emails in a series of books called the ‘Grumpy Marketer’ series (2016 | 2017 | 2018).

Looking back I can see that I was circling around the question that still sits at the heart of my work: how to consistently build trust at scale with potential clients.

Some of the emails I now cringe slightly at. Your writing voice changes as well as the things you write about. Other emails are close enough to re-share, perhaps with a quick update.

But the point was, I did it! Once you have clarity on both your audience and message, consistency is key.

Your ideal client can only give their attention to so many things. It’s wrong to assume you will automatically be one of those things as soon as you decide you have something to say. Most readers are quick to unsubscribe if your messages aren’t relevant and useful on an ongoing basis.

Attention is a privilege you must earn; and then re-earn on an ongoing basis. My email inbox is currently filled with Black Friday offers from people I subscribed to once and hardly ever hear from.

It’s no good waiting until you have a sale. What matters more is how you show up between each offer. The groundwork for each offer needs to be set in between.

So for the foreseeable future, I’m going to put my money where my mouth is. From now on you’ll receive an email from me every weekday, barring public holidays. If that’s too much, then by the end of this week there will be a preference centre to drop down to weekly.

The marketing formula I teach is clarityvulnerability and consistency. Get those things right and you’ll attract more ideal clients into your world.

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About the author 

Rob Drummond

Rob is the founder of StorySelling.biz.

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