Read Time: 2:10
Ever wonder why some consultants seem to win all the business?
It’s not because they’re better.
It’s because they’re everywhere.
The Trust Formula
Trust isn’t rational.
It’s not about logic.
It’s about familiarity.
The more someone sees you:
- In their LinkedIn feed
- In their inbox
- At industry events
- On their phone
- In their network
The more they trust you.
Whether they should or not.
The Priming Effect
Your brain has a shortcut:
Familiar = Trustworthy
It’s why you trust:
- Brands you’ve seen forever
- Names you keep hearing
- Faces you recognize
Even if you’ve never done business with them.
The Professional’s Paradox
Most consultants think:
“I’ll reach out when I have something important to say.”
“I don’t want to bother people.”
“Quality over quantity.”
Meanwhile, their competitors are:
Showing up every day
Being consistently visible
Building unconscious trust
The Visibility Game
You don’t need to be:
- The best writer
- The most eloquent speaker
- The deepest expert
You need to be:
Present.
Consistent.
Everywhere they look.
The Simple Math
One touchpoint = A name
Three touchpoints = Recognition
Five touchpoints = Familiarity
Seven touchpoints = Trust
Ten touchpoints = Preference
But here’s the key:
Different channels
Different contexts
Same message
The Channel Mix
Be where they are:
- LinkedIn posts
- Email newsletters
- Phone calls
- Industry events
- Direct mail
- Blog content
- Speaking engagements
Not because each one works perfectly.
But because together, they work powerfully.
The Content Truth
Your content doesn’t need to be:
- Revolutionary
- Perfect
- Unique
It needs to be:
- Consistent
- Relevant
- Present
The Frequency Factor
Weekly isn’t enough. Monthly is forgettable. Quarterly is invisible.
You need to be:
Showing up daily
Adding value regularly
Staying top of mind consistently
The Implementation
Start with:
- One daily LinkedIn post
- Two weekly emails
- Three monthly calls
- Four quarterly events
But most importantly:
Keep showing up
Keep being visible
Keep adding value
The Objection
“But won’t I annoy people?”
Wrong question.
The right question: “Am I adding value every time I show up?”
If yes, frequency builds trust.
If no, frequency builds irritation.
The Professional’s Choice
You can be:
- Perfect but invisible
- Or present and trusted
You can:
- Wait for the perfect moment
- Or create multiple moments
You can:
- Hope they remember you
- Or make it impossible to forget you
The Next Step
Look at your last month:
- How often did prospects see you?
- In how many different places?
- With what consistency?
Then double it.
Then double it again.
Because here’s the truth: Being good isn’t enough.
Being visible makes you valuable.
The game isn’t won by the best.
It’s won by the present.
Choose to be present.
