Thursday, 9:13 a.m.
Hello again my friend,
Last weekend my wife and I were in Venice, California for a wedding.
Venice was the first city I lived in when I moved to California.
I love the eccentric vibe. The muraled buildings and local shops.
Venice is a coastal city that often gets lumped in with Los Angeles in the same way Brooklyn gets lumped in with New York.
But while Los Angeles is largely a city of transplants, Venice is still a place where you find locals who’ve spent their entire lives there.
My wife lived in West Hollywood for years. She’s spent time in Venice, but she doesn’t know it the way I do. So on Saturday morning, we decided to take a stroll down the boardwalk so I could show her around.
We got coffee from “The Cows End”, a local coffee shop I used to frequent. Then brunch at an oceanside restaurant before heading back up the boardwalk to Muscle Beach.
If you’ve never been to Venice, the section of the boardwalk near muscle beach is lined with local shops full of stuff only a tourist would buy.
T-shirts, jewelry, and local artists selling their creations.
As we walked I noticed something strange.
Every hundred yards or so was a carbon copy of the exact same t-shirt shop. I don’t mean the same type of shop. The exact same shop.
The same shirts, set up the same way, in every store.
Initially, I thought they must be owned by the same person. But if that were true, wouldn’t the stores poach business from each other?
What would be the point of having six stores selling the exact same thing within a mile of each other?
Were they owned by different people?
If so wouldn’t you have the same problem?
It was perplexing but I didn’t think much more about it.
Then things really got weird.
After passing the third or fourth identical shop I started to feel a gentile urge to go in and buy something.
But what? And why?
I’d lived in Venice for more than a year. What do I want with a “California” T-shirt or a pair of shorts that say “Nasty Girl”?
I definitely DID NOT want to buy anything. So why did I feel like I should?
Then it hit me.
I whipped out my phone and jotted down a few words.
The Mere-exposure effect
What was happening to me was a psychological principle called the mere-exposure effect.
It’s the idea that we develop preferences for things simply because we are familiar with them.
You’ll also hear it called the Familiarity Principle.
In the short period of time my wife and I were walking along the beach I was seeing the same thing over and over again and it was affecting my subconscious.
That’s how all those shops could stay in business. They weren’t poaching from each other. They were supporting each other.
I was shocked at how quickly the effect had worked on me.
And lucky I caught on. Otherwise, I might have been duped into buying a pair of elephant underwear or Hindu prayer beads.
So how can you use the mere-exposure effect to get more leads and customers for your business?
Simple. Show up.
Show up as often and in as many places as possible.
Here’s the formula:
If you want to increase sales you need a pool of potential customers.
To grow a pool of potential customers you need to build trust and authority.
To build trust and authority you need to get their attention.
With me so far?
So how do you get attention? How do you stand out in a hyperconnected world full of distractions?
You become impossible to ignore by constantly showing up where your customers spend time.
Before the internet, it was in their newspaper or mailbox.
After the internet (but before social media) it was their inbox or a banner ad on their favorite website.
Today we have social media. The greatest gift the marketing gods could give a business owner.
You can reach thousands of people every day for free.
In the last 28 days alone my tweets have received:
1,100 Profile Visits
Resulting in hundreds of new followers and subscribers to my newsletter.
What did all that exposure cost me?
Nothing. Not one red cent.
But I don’t use social media the way most entrepreneurs do.
I’m NOT showing up twice a week to post.
I’m NOT spreading my content across three or four platforms.
I’m NOT there to chat with my friends or catch up on the news.
I’m certainly NOT there to be entertained.
I’m there to make money.
I’m posting 6-10 times a day. On one platform.
Because I’m focused I can harness the power of the mere-exposure effect by flooding one channel with my content.
And do you want to know the best part? It’s not even that hard. Anyone can do it.
In fact, at the end of this month, I’m going to be teaching my entire content strategy to all of my leverage coaching clients.
It’s part of a deep dive I do every month with our members.
The strategy works no matter what social channel you use.
Youtube, Instagram, TikTok, Linkedin, Twitter – doesn’t matter.
Because those are just channels for getting attention. The real secret (if there is a “secret”) is in showing up consistently with the right message for your audience.
And that my friend, can be systematized.
It’s why I say anyone can do it. I spend less than 15 minutes a day on social media. Yet look at the return I get on that investment.
It’s why I say anyone can do it.
If you’re not a member of my Leverage Coaching Group and you’d like to attend this month’s deep dive to learn my content strategy you can join here.
But you should join immediately. (Seriously, join now)
Because on Thursday the cost of the program is doubling for all new members.
Leverage has become the #1 coaching group for digital entrepreneurs.
And the only way to lock in your membership at the current price is to join before Thursday.
So get signed up and I’ll be in touch.
Until next time,
If you enjoyed this newsletter there are 2 ways I can help you:
1. If you’re looking to start or grow your business and you’re making less than $100k/yr, I’d recommend joining my Leverage Coaching Group.
2. If you have a successful business but you’re feeling burned out and frustrated then it’s time to start building the systems into your business that will free you from the day-to-day grind:
The Business Growth Accelerator – Get your business unstuck so you can enjoy the freedom and flexibility that comes from building a company correctly.