Strangers corner her for a chat.
Is she a celebrity?
Well, sort of. But not in the conventional sense. She's not a movie star. She's not a sports person. And she's not a musician.
In fact, the only reason she gets stopped in the street is that...
She used to work in retail!
Yep, she worked in a high street store and now she gets treated like a celebrity.
Why? Well, I reason that it's because shoppers would see her all the time- sometimes more than once a week. She became a part of their life. Almost like a friend.
And you know what?
The same applies in marketing.
If people in your market hear from you regularly, they learn to know, like and trust you.
It doesn't mean they will buy from you, of course. But it certainly increases the chances.
Cialdini wrote about this in his book, Influence: The Psychology of Persuasion.
Can you guess which of the 6 principles of influence I'm referring to?
That's right, it's consistency.
And like all principles, it can be applied far and wide.
Consistency is a powerful tool of persuasion in all your life roles; copywriter, marketer, business owner, mother, father, son, daughter, dog parent, employee.
If you want to get good at copywriting, you can be yield the power of consistency by writing every day.
If your goal is to sell supplements-or anything else for that matter-you are much more likely to succeed if you sell consistently.
My favorite example of consistent selling in action is the "dream 100 strategy".
Chet Holmes wrote about this in his book, The Ultimate Sales Machine. In B2B, it involves identifying your dream 100 clients and sending them a sales letter every 2 weeks until they take you up on your initial offer.
Even if they've never heard of you before, with this strategy, your prospective clients get to know you.
Assuming your sales letters are good, they learn to like you, too.
They also begin to see you as an effective person, which develops trust.
I mean, how many people have the discipline to send a sales letter every two weeks-even after the recipient has ignored them for months and months?
And it all it takes is consistency, and what Chet refers to as "pigheaded discipline and determination".
Incidentally, this principle is the driving force behind why I write daily emails.
You see, I get to improve my writing skills every day, no matter what the rest of the day throws at me, no matter how busy I am, and no matter how I'm feeling.
And if those who read my emails get to know me in a very non-threatening, risk-free manner.
They may even learn to like and trust me.
Or perhaps they come to dislike me. That's cool, too. I include an unsubscribe link in every email and invite everybody to opt-out if they want to.
It's one or the other. And either way, my subscribers get to know me. And of those who come to like me, some become respected clients, partners, and even friends.
None of which would happen if I didn't write and show up in their inbox every day, consistently.
How can you apply the principle of consistency to your business and life?