Founder/person-led content

The average person needs seven touch points with your brand or business before they trust you enough to do business with you. You may have heard this before and a recent study from Neil Patel shows that it might be as high as 11 touch points.

So what does this mean? It means unless people see you as a commodity, they need to interact with you in some way seven to 11 times, whether that's online, offline, on social media, Google, out in the real world.

People aren't gonna immediately trust you the first time they stumble across your brand. It takes time to build trust.

Now, in my experience, people will build trust much quicker with a person than they will with a faceless brand. And that's why I recommend all business owners be the face of their business or find someone inside their business who can.

People don't connect with brands, they connect with people. So why do people require more touchpoints now than they did before?

Well, I don't know, but let's speculate. I think it's because we're spoiled...

t well are raising the expectations of everyone. But that's the good news.

It means it's really easy to become part of that 10%. So don't overthink it.

Just find some way to work it into your normal routine. Anytime you think of something that might be interesting or useful to your target customer, make a quick video, write a quick post.

It doesn't have to be professional or polished. It just has to be authentic.

And if you feel like you don't know what you would talk about or you don't have time to repurpose it for all the different platforms, we're already doing this, at least for the small handful of clients I can actually convince to go on video.