Why cadence alone doesn't build trust

“This is your final reminder.” You’ve seen it. You’ve approved it. You may have even automated it. But let’s be honest… It’s never actually final. It’s just another loop. And that loop? It’s not building trust. It’s burning it. ⸻ Over-messaging isn’t a strategy. It’s a signal. ⚠️ That we’ve run out of insight. ⚠️ That we’re defaulting to volume over value. ⚠️ That we’ve confused persistence with persuasion. In behavioral science, more isn’t better: • Repetition without context becomes noise. • Habituation makes people tune out. • Reactance makes them tune you out. • Too many nudges lead to decision fatigue. ⸻ And the real risk? 📉 People stop reading. 📉 They stop responding. 📉 Eventually—they stop trusting. Not because they don’t care. But because we’ve trained them not to. ⸻ What’s the fix? 🧠 Less frequency. More nuance. ✅ Time messages based on signals, not schedules. ✅ Adapt tone based on behavior, not assumptions. ✅ Build in breathing room. ✅ Treat silence as information—not an excuse to repeat yourself. Because attention is earned. Not extracted. ⸻ If your outreach strategy feels like a copy/paste loop… It’s time to rethink the rhythm. Let’s replace repetition with resonance. Let’s go beyond the nudge. 📩 DM me if your team’s ready to build trust into every touchpoint.

Your customer doesn’t want your sequence. They want to be seen. We’ve trained sellers to optimize everything. - Cadence. - Subject line. - Call script. But we forgot the one thing that actually works: Care. Real connection isn’t built in quarterly campaigns. It’s built in small, personal moments. Gratitude Commerce is about making those moments easy. - Frictionless sending. - Smart timing signals. - Real personalization, not a merge tag. It’s not gifting for the sake of gifting. It’s showing someone they matter—even before they sign. That’s what builds trust. That’s what wins in the long game. When was the last time you surprised a customer just to show you care?

I received 47 pitches in my DMs this week. 46 of them went straight for the sale. Zero awareness. Zero relationship. Zero trust. Yet these same people will post about "know, like, and trust." The contradiction is mind-blowing. Everyone KNOWS people buy from those they trust. Yet almost everyone BEHAVES like trust is irrelevant. Here's what I see daily: • Connection request → immediate pitch • Generic message → immediate calendar link • No research → immediate case study • Zero value → immediate "hop on a call" It's pitch-slapping at its finest. And it doesn't work. When I ask why they do this, the answers are weak and predictable: "I'm playing the numbers game." "Some people will respond." "It's more efficient." Translation: "I don't value relationships enough to invest in them." Trust isn't built efficiently. It's built intentionally. The marketers crushing it are doing the opposite: • Researching before connecting • Providing value before asking • Building relationships before pitching • Creating conversation before conversion Yes, it takes longer. Yes, it's more work. Yes, it requires actual effort. But it's the difference between: • 2% conversion and 20% conversion • Constant rejection and consistent results • Burning through prospects and building a pipeline Everyone wants shortcuts to trust. No such shortcut exists. Want to see how we're helping clients build trust-based outreach systems? Click the link in my featured section. Proven frameworks are the closest thing to shortcuts.

A new study covered by HR Brew makes a compelling case: poor internal communication is a key driver of attrition. And I agree... But where I’d add nuance is this: frequency isn’t the silver bullet. Yes, the data says employees who receive daily or weekly updates are more likely to feel connected to company goals. But cadence without context can just become noise. Communication isn’t about volume. It’s about relevance, tone, and timing. It’s about helping people make sense of what’s happening and why it matters to their role and purpose. You can have beautifully crafted messages, but if your feedback loops are broken or your managers aren’t empowered to listen and translate strategy into meaning, your comms will fall flat. #CommsLeadership #Communications #CommsStrategy