How would you like to have a hidden friend at work behind the scenes persuading your perfect client that you are the right person to choose for the job? It is possible. If you want to capture, hold, and influence the attention of your prospect’s brain, you need to learn the power of consistency.
It is easy to purposefully mess yourself up without meaning to. Many bloggers feel the need to liven things up, to constantly reinvent themselves because they get bored of their message so they conclude that prospective clients must be also. But it is not necessary to shake things up.
Right about the time that you are getting bored with your content, your prospects are just getting used to it. They’re starting to hear what you say and understand it. If you change it, especially if the message is a good fit for you and them, you are risking losing the attention that you’ve gained so far. You want their brain on your side, and by changing, you risk confusing it.
The brain remembers persistently repeated messages.
The brain simply cannot let everything in or pay attention to everything. But it figured that anything repeated constantly must be important, so it will hold on to that information.
For the same reason, consistent and emotionally-driven messages are also remembered.
This is not new information to advertisers. With the power of repitition and consistency, a commercial from our childhood will stick in our heads while we forget the name of our third grade teacher.
Experts say that it takes at least 7 to 9 impressions for direct mail to make an impact on you. For an ad to even make it to your conscious awareness, it would take up to 56 repititions. So then it’s obvious that ads have to be incessantly repeated, no matter how brilliant and likable, and it would seem that the ad would get boring after so much repitition. But it’s not. It’s just starting to make an impact.
The brain likes to organize things.
It believes that things that have something in common should be grouped together. It tries to organize the information and group things together. This is why it is important to be consistent. You want your client’s brains to recognize the messages that you are releasing and group them together. They will then have a specific “container” in their brain for your messages that is steadily growing. These consistent messages will convey that you have something important to say. Simply because there is so many of them, they will automatically become more influential.
The brain also likes to link things.
Your brain stores existing knowledge in the subconscious, but whenever new information is processed, it links this new knowledge with the exsisting, moving it from the conscious mind so that it will pay attention faster to any information it is accustomed to.
For example, think of a company with an easily recognized logo. As soon as your brain sees the familiar image of the logo, it thinks: This is something I’ve seen before. I’ll take it into account and store it with my already large collection on this company.
That is why branding is so important and why companies work so hard on it. If the branding is inconsistent, your brain will not link the information together. Since these messages will end up in different compartments in your brain, they will become less influential.
It is important to know your brand and be sure that your messages stick with it to hold the attention of your potential client’s mind.
The brain values reliability.
Familiar things are comforting to us. It is the reason that you will frequent a restaurant, even though it’s not your favorite food. You know what they serve, there’s no suprises in what you’ll receive. Since it’s familiar, your brain interprets it as safe, and that’s what it wants.
Reliability develops a trust with your audience, and it takes time to build. But there is one thing you can do to help move it along. When you start to get bored with your message and want to liven things up a bit, don’t. To your clients, it’s just starting to work.
Being reliable and consistent is one of the best tools for growing your business- achieved simply by making a friend out of the human mind.