Storykit

I usually don’t take my marketing advice from people who eat other people. But there is a fictional flesh-eating serial killer who said something I think of almost weekly. In one of the most pivotal scenes in The Silence of the Lambs, Clarice Starling tells Hannibal Lecter about her childhood trauma in exchange for his thoughts on the killer she’s hunting. And Hannibal gives her the crucial piece of advice that will eventually help her find Buffalo Bill. He says: “we covet what we see everyday”. (Yeahyeah, I know it’s not verbatim, give me a break.) And no, as marketers we might not want our audience to hunt us down and throw us in a pit to starve us – but honestly, wouldn’t we all love our ICPs to get at least a liiiittle bit obsessed with our company and solutions? And this is why I think about that line so often: People need to see you. Not once. Not when you happen to have a big launch. Not during the three weeks you managed to stick to your ambitious new content plan. But again and again and again. Out of sight, out of mind is painfully real on social media. And the opposite is true too: familiarity matters. There’s even a name for it in psychology: the mere-exposure effect. Repeated exposure to something can make us more familiar with it and, under the right circumstances, more positively disposed towards it. Which doesn't mean that if you post about your product 700 times people will eventually surrender and buy it. (unfortunately) But it DOES mean that showing up consistently has value in itself, and I know we underestimate that all the time. We get bored with our own messages. We think we’ve said something too many times. We assume everyone has seen that case study, heard that argument, knows what we do. Meanwhile, most of our audience was probably making coffee when we posted it. So yes. Be interesting. Be useful. Have something worth saying. But for gods sake, keep showing up. Hannibal Lecter said so. 🐑🍷 If your challenge isn’t what to say, but showing up consistently, we’d be happy to help: https://lnkd.in/esFwudqs

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