Why webinar consistency matters for trust

Viral is out - Regular is in! Not flashy, but it's effective. Steady always wins the race. 'Cause consistency is king. Ready to flip the switch? Let’s illuminate. 👇 . . . I suggest we carry on with our 10-day series: Master Persuasion in Your Branding Strategy * * * DAY 3: Commitment & Consistency * * * Let’s break down Cialdini’s Influence Principle #2 and see what’s up. . . . The commitment and consistency principle is paramount in personal branding and content creation. Forget banking on the sporadic viral hit. It’s the regular, solid content that truly builds a lasting brand. Stuff that: - Educates, - Entertains, - Keeps folks informed. . . . Why stick to a consistent online presence? It helps to: - Build trust, - Cement your rep, - Spread your influence. . . . Picture this through examples that I'm sure you already know. Imagine two digital creators: Creator #1 - All over the place. - Hitting hard at first then nowhere to be seen for ages. Creator #2 - Like clockwork. - Regular posts, quick replies, and always fresh content. Over time, guess who pulls a bigger, more dialed-in crowd? Yep, Mr. Reliable. . . . Here’s the scoop on why consistency rocks: 1. Trust through predictability: Regular posts mean your tribe can count on you. Build trust and they'll stick around, engage, and spread the word. 2. Creating a habitual audience: Show up at the same (scheduled) times. When folks expect your content like a signal, they’re more likely to tune in regularly. 3. Boosting your influence: Each post builds on the last. Amplify your message and make sure your views and stories really stick. . . . As you can see, it’s not only about showing up. The trick is to become a part of their routine. Whatever your thing is: - Monthly blog, - Weekly newsletter, - Daily social media post; Find a way to keep the content flowing. Easier said than done - believe me, I know. I've been posting regular content on two platforms. Since September 1, 2023 - that's 229 days of posting daily. For just as long, I've been engaging for hours every day. Now, let's climb together to a higher point of view. One of the biggest creators recently wrote: 'I've posted for 2,000 days in a row.' Almost 10 times more than me. Now, you see what I mean. You all know this guy. He is Justin Welsh. Commitment. Consistency. Success. . . . Staying consistent is showing respect to your audience. They’ll pay you back with loyalty and engagement. And you should return the favor to your tribe. . . . I'd pick a steady game over a strong start any day. Building a digital presence is a marathon, not a sprint. It’s about turning those one-time clicks into loyal followers. That's only achieved through a dependable, engaging presence. _ _ _ _ _ _ _ _ _ Thanks for reading the piece! Hope this finds a place in your mosaic of growth.

You don’t build trust by posting once in a while. You build it by showing up even when you don’t feel like it. After two years of going live every week and posting consistently across platforms, here’s what I’ve learned → Consistency builds credibility. → It keeps you top of mind. → And it creates momentum that compounds. People start to rely on your content. They learn from it. They share it. And eventually, they buy because of it. But I get it, it’s not always easy. That’s why batching content is your best friend. Create when you’re energized. Schedule it for the days you’re not. You don’t have to be on all the time. You just need a system that keeps you visible when life gets loud. And if you’re ready to make consistency feel doable, you’re in the right place. 🖤 Jessie

Your prospects need 7 hours of exposure to you before they’ll buy anything. Think about your own buying behavior. How many times did you see that SaaS tool mentioned before you finally signed up? How many podcast episodes did you listen to before you trusted that host’s recommendations? The human brain requires familiarity before it grants trust. And in B2B, that trust threshold is exactly 7 hours of meaningful exposure. Let’s break this down to actual touchpoints: 5-minute LinkedIn posts: They need to see 84 of them 15-minute podcast appearances: 28 touchpoints 45-minute webinars: 9 interactions Now here’s where it gets interesting. Most founders look at that math and think “84 posts is impossible.” But you don’t need the same person to see every single post. Your ideal customer follows hundreds of people. They scroll past dozens of posts daily. If you post 3 times per week, and your target prospect sees 30% of your content, it takes you 28 weeks to hit that 7-hour threshold with one person. That’s why consistency matters more than perfection. Week 1: “This is great! I’m building my brand!” Week 3: “I’m getting some likes, but no deals yet…” Week 6: “Maybe LinkedIn doesn’t work for my industry.” Week 8: “I’m wasting my time. I’m stopping.” Sound familiar? Here’s what’s actually happening in your prospect’s mind during those 7 hours: Hours 1-2: “Who is this person? Interesting point.” Hours 3-4: “I’ve seen them before. They seem to know what they’re talking about.” Hours 5-6: “This person consistently shares valuable insights. They understand my challenges.” Hour 7: “When I’m ready to solve this problem, I know who to call.” When they finally have budget, approval, and urgency? Your name is already in their head. Here’s where this gets really interesting. That 7-hour rule doesn’t reset with each new prospect. It compounds. Month 1: You’re building trust with Prospect A Month 3: Prospect A trusts you, Prospect B is at hour 2 Month 6: Prospect A is ready to buy, Prospect B trusts you, Prospect C is at hour 2 Month 12: You have a pipeline full of pre-warmed prospects at different stages This is why founders who stick with content for a full year suddenly see their pipelines explode. It’s not that their content got better. It’s that they finally have enough prospects hitting the 7-hour threshold simultaneously. This is why we don’t post the same type of posts everyday. This is why we have to create content for all awareness levels. This is why we have to create Top of funnel to bottom of funnel content. It makes it harder for competitors to catch up. If they start their content strategy today, they’re 6 months behind your trust-building timeline. While they’re at hour 1 with prospects, you’re at hour 6. Your content isn’t selling your product. Your content is selling YOU as a trusted advisor.