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It takes hearing new information seven times in order to retain it.

For people to really hear and internalize your message, they need to be exposed to it seven times.

This concept applies to products you’re selling just as it applies to relationships in your personal life.

People don’t notice announcements; they notice consistency. It takes hearing about your product or your message seven times for people to even be aware it exists!

We feel like we don’t want to be a broken record, but there are creative ways to repeat ourselves while sharing new facets of the story.

There’s nothing new under the sun. There are people sharing very similar messages to you, but you have a unique voice and a unique perspective.

The great part about The Magic of 7 is that when someone hears something for the seventh time and it resonates, they will attribute the value of that thing to you. Even if six other people put in those initial impressions, you get the credit just by being the seventh person.

Highlights, Takeaways, Quick Wins
  • If it’s someone’s magic 7th time hearing a message, they attribute it’s value to you.
  • The only way your message has a chance to be the 7th time for somebody is to put stuff out consistently.
  • Stop trying to be unique and start trying to be authentic.
  • Give people multiple options of ways to consume your content to build more credits toward the Magic of 7.
  • Put your own spin on whatever you’re doing and immerse yourself in various sources of inspiration.
  • Do the thing that can’t be automated, that no one else is willing to do.
  • Part of your audience may also follow people you look up to in your industry, but you still have unique value to provide.
  • People need to hear about what you have to sell multiple times.
  • If you want people to notice, you have to repeat yourself.
  • Treat everything you put out as if it’s someone’s magical seventh time hearing it.
  • When your listeners hear your competitors talk about a subject you’ve talked about before, your listeners will be reminded of you.
  • You have a unique angle on everything.
  • You learn new things and gain new perspectives when you share something more than once.
  • Find a way to bring up your point again and make it relevant to your audience.
Show Notes
  • 06:02 Sean: The Magic of is a topic we talked about nearly a hundred episodes ago (Related: e53 The Magic of 7 & e153 The Magic of 7). I’m a little disappointed, because episode 253 was already taken so this is 252—almost 100 episodes later. This concept of the Magic of 7 is where people have to hear things seven times. The joke here is that we’re going to do this episode seven times, and maybe every 100 episodes, because people need to hear something multiple times until they actually retain it. This applies to business, personal life, your customers, people being exposed to you, and people internalizing your message.
  • 07:04 Ben: I just got really excited and then I got kind of sad, because I thought, “The seventh time we do it will be 752, so there’s a seven and then five plus two equals seven.” It’s perfect… But the actual seventh time we’re going to do it will be 652. If you’re listening in the future, episode 652.

It Doesn’t Matter if It’s Been Said

  • 07:33 Sean: We’ve all heard that there’s nothing new under the sun. Everything has been said, and it’s been put in a way that’s very similar to the way you might put it on your own. Did you see the tweet from that guy, Ben? We talk about the #6am Club, and this guy said, “Hey, Sean and Ben, thanks for promoting #6am Club on your podcast, but don’t act like you made it up.” He tagged links to all these other things.
  • 08:03 Ben: He got an award for it.
  • 08:06 Sean: We had no idea. He kind of put us on blast. We didn’t even know. We weren’t trying to act like we invented #6amclub. None of us wanted to steal this guy’s idea. We just thought, “Hey, let’s wake up early. We’ll call it #6am Club.” It’s normal language. If someone said, “Hey, I made a course. It’s called Learn Lettering,” I would say, “Oh, you probably thought of that because it’s normal words and it makes sense.” I wouldn’t accuse this person of stealing my thing. There’s nothing new under the sun!
  • 08:59 We just came up with that and someone else had come up with it on their own, too. There are so many things out there like that. You want to believe that your idea is so original and unique, that your thought has never been thought before, but there are 360,000 people born every single day. When I read that, I thought it said “year,” and I thought, “Wow, that’s almost 1,000 people a day. That’s a lot of people.” No. 360,000 people are born every single day, and less than half of that die every day.
  • 09:33 That’s a lot of people coming into the world. It doesn’t matter if something’s been said before. You might feel like, “Who am I to even talk about this? Other people have talked about it before. They’ve written blog posts.” You have a unique voice and a unique perspective, and like we said, 360,000 people are coming into the world every single day who haven’t heard this message. Maybe they hear it from someone else, but you could be the person they hear it from first.
  • 10:10 Like we talk about with the magical seventh time, the thing about that seventh time is that someone can hear something six other times from all of these different sources, but when they hear it that magical seventh time from you, they attribute the value of that thing to you.

It doesn’t matter if someone has put out your message before.

If it’s someone’s magic 7th time hearing it, they attribute that value to you.

  • 10:46 Ben: That’s kind of a bummer sometimes, because you might be the person who’s putting in those coins. I experience this a lot with my kids or with Rachel, my spouse. I have a great idea or I discover some great insight, and I share it, and I’m really excited. I want her to hear that and think, “Oh, my husband’s so smart and he shares such valuable information,” but she doesn’t seem to notice. A couple of months later, Rachel will come to me and say, “Ben. I just read this thing, you’ve got to check it out. It’s really great!” And it’s the exact same thing I said.
  • 11:32 Sean: Someone else gets the credit.
  • 11:35 Ben: I think there’s sometimes a little bit of a bias there, which is okay. That’s how it works. You will never be the seventh person for somebody if you’re not putting stuff out consistently. You can’t go to the other side of it and say, “I’m going to try and shoot for being the seventh person,” because there’s no way for you to track that.

The only way you will ever be the 7th time for somebody is to put stuff out consistently.

Everyone Else Isn’t Doing It

  • 12:06 Sean: There are two sides to this. There’s being the seventh time for someone where the other six times were other people, but there’s also being the seventh time for your own audience. You could actually be the person to put in all seven of those credits. Maybe no one else actually talks about the Magic of 7, and I’m putting in all seven credits on this topic for people, and this time is the time that they get it.
  • 12:41 Maybe they heard it a few times in other places that kind of resonated, but this third time that we’re talking about it, they think, “Oh, my goodness. I just realized that I’ve been hesitating starting my own podcast. I’ve been hesitating putting out my own course. I’ve been hesitating sharing my work, because everyone else is doing it and talking about it,” and they’re not, by the way. Everyone else isn’t talking about it or doing it. It’s just what you see. It’s just the cream of the crop, what I call “the bubble of awesomeness.” You follow the best work. You’re not going to follow the crappy work.
  • 13:20 You create for yourselves this pseudo-reality. You’re curating your own feeds and who you follow, so you see the very best stuff and you think, “Everyone is doing this. Everyone is talented. Everyone is beautiful. Everyone is strong. Everyone is smart. Everyone is writing books.” No, they’re not. You’re following the cream of the crop and you’ve created a bubble of awesomeness for yourself. You’ve caused yourself to feel inadequate and all you have to do is take a step. Get out of the chair. Make something. Move forward. Do something. Take action. 99% of the world is sitting on their chair or their couch, looking on their phone, browsing their feeds, and following the popular, amazing people. All you have to do is move.
  • 14:16 Ben: I love that idea, because it lowers the bar. At the same time, it raises it. You’ve got all of these other people who aren’t producing anything. You get out of your chair and you start making something and sharing a message, and that automatically puts you into a realm of creators that’s a much smaller pool. Beyond that, you’re putting yourself up against the people doing that regularly. You can feel good, on the one hand, about actually putting something out there and doing something, but it’s also easier to feel motivated to improve, because you want the quality of your message and what you’re sharing to match the people you look up to. That becomes a powerful multiplier, instead of saying, “Everyone’s doing this, so why should I?”

No One Else Does It Like You

  • 15:20 Sean: There is nothing new under the sun, but that only refers to general categorization. It doesn’t mean that there has been another you before, because there hasn’t. There hasn’t been your unique combination of influences, upbringing, and perspective. You are unique in that sense. Don’t use that phrase as an excuse to copy someone, steal their thing, and present it as your own without attributing them. Put a spin on it. I like to put my own unique style on whatever this category is.

Put your own spin on whatever you’re doing—use different tools, mediums, and limits, and immerse yourself in various sources of inspiration.

  • 16:19 If you want to vlog, you might think, “If I want it to be good, I have to copy Casey Neistat.” Casey Neistat’s style is a result of hundreds of iterations built on his past in filmmaking over the last decade multiplied by the limitations he imposes on himself, like the timeframe he gives himself, the story he wants to tell, and the tools he uses. What if you tweak any one of those things? What if you did that style in two minutes? What if you used different cameras? What if you composed your own music? What if you don’t live in New York City? There are so many variables to it.
  • 17:03 Ben: We were talking the other day about how, if I were to do something Casey Neistat style, a lot of it would just be of my house, because that’s where I spend most of my time. We live out in the San Antonio suburbs, so it’s not even like we have the backdrop of downtown San Antonio to play against.
  • 18:56 Instead of trying to copy that style, if I want to tell a story, it makes a whole lot more sense to look at my own unique circumstances, the tools that I have, and my unique voice. I don’t have the same kind of energy that Casey Neistat has. I’m much more low key. The more you produce things and try things out, whether it’s videos, blogging, or doing a podcast, the more you’re able to hone your unique voice. The common denominator is doing a lot of work and being consistent. That’s how you get the Magic of 7 in the first place, and that’s also how you distinguish your voice from the voices of other leaders in your industry.
  • 19:57 Sean: There’s nothing that says that you can’t do something one more time, talk about it one more time, or write your own book on a topic that has already been discussed. You have total creative liberty. You can talk about getting clients as a logo designer, and it doesn’t matter if other people have. You can talk about email marketing. You can talk about being an artist. You can start a development podcast. Yes, there are other shows out there. Yes, there are other vlogs, but there is so much room.

You have a unique angle on everything.

  • 20:33 Write another one. Start another one. Make another one, because that one is yours. Stop trying to be unique and start trying to be authentic, because your individuality will come from those efforts.
  • 20:48 Ben: That was one of the things that really encouraged me to start doing more video stuff. I feel most comfortable sharing my thoughts when I’m thinking out loud. I enjoy doing that. I’m a very expressive talker and I use my hands a lot.
  • 21:12 Sean: I want to give Ben a little shoutout. Shawn Blanc, too—he recently shared a post about podcasts, and he said, “The true unsung hero of the seanwes podcast is Ben Toalson.” He said some very nice things.
  • 21:41 Ben: In front of a camera, I feel really natural and I feel like I’m giving people the authentic version of myself. I’ve tried to do scripted stuff, and I’m not quite to a point where I can do scripted stuff and still maintain that feeling of authenticity. Once I recognized that and other people confirmed that, I thought, “I’ve got to start doing video. I need to get some practice with this and start doing it more regularly.” I’m excited, because I feel like I’ve just gotten started.
  • 22:15 We’ve been doing video for about a year and a half now on the seanwes podcast, and I don’t talk directly to the camera very often, but I’m aware of the fact that there is a camera on me. This is really close to my authentic voice. I’ve been getting a lot of practice, but I also feel like this is just the beginning. As I do more video and keep putting stuff out there, I’ll get closer and closer to a more authentic expression of who I am.

Do It Better

  • 22:49 Sean: My journey with video was that I started off doing it off the cuff. Then, I went to scripts, where I would read the script, memorize a chunk of it, and deliver it from memory. Then I went to fully scripted, with a teleprompter. Then I put the teleprompter aside and went totally no script. I know my topic and I have my talking points. I would just deliver it. I know that there are a lot of people thinking, “I don’t know if I could do a video show, because it’s not going to be that great. It’s not going to be as good as Sean’s,” or someone who’s way better than me.
  • 23:26 We’ve been doing 186 episodes of seanwes tv, and I was sharing a few episodes yesterday with people in the Community chat. Comparing some of the early ones to now, and even some from 100 episodes back, the difference in quality and delivery is incredible. People need to start now. They’re probably thinking that everyone is starting a YouTube channel, but it doesn’t matter. Do it better. Just start now! This is the best time to start a YouTube channel, a video show, or a podcast. Yes, “everyone else is doing it”—there are a lot of people doing it, but you can still do your own thing.
  • 24:14 This is where putting in the extra effort and the extra hustle is going to go a long way, because you’re going to make yourself stand apart and stand out. What if you make your videos valuable? What if you script out the important things you want to say on your podcast instead of rambling for the first hour? What if you wrote show notes for your show and made it more accessible to people? Yes, all of those things are more work, but that’s how you’re going to stand out when more and more people are doing something.
  • 24:47 Ben: From the beginning, Sean’s had a sharp focus on this. What are the things that other people are not doing? These are the questions people ask: “Is it worth my time to do show notes? If I do exhaustive show notes for my podcast, is that going to be profitable? Is it going to offset the amount of time that I’m spending on it? If I do featured images, is that going to offset the amount of time that I spend on it? If I go back and do another read through on my blog and type it up even more, if I spend all of that time, is it going to make a difference? If I fret over the details on my video and make the cuts perfect and make things line up the way they’re supposed to, is that going to be worth the time and the effort?”
  • 25:42 A lot of people say, “There’s no tangible benefit here, so I’m not going to do it,” but all of those things add up over time. If you can stand out, in the long run, those things add up exponentially. Because you’re doing exhaustive show notes, because you’re allowing your content to find other mediums, that also serves the Magic of 7. People may be consuming your content through multiple mediums. They might like watching videos and reading blogs, or they might like listening to podcasts and reading blogs.

Give people more options of ways to consume your content to build more credits toward the Magic of 7.

  • 26:44 Sean: I did a fiery rant on this on seanwes tv called Why Your Podcast Needs Show Notes. You podcasters need to stop slacking off and start listening to that episode—or don’t. I get fiery at the end. I don’t even know why I’m telling you this, because this is my greatest advantage. I ended up putting the episode out because people don’t have what it takes. They’re not willing to do it. That’s the best way to stand out. Do the thing that can’t be automated, that’s super hard to do, that no one else is willing to do. It’s really easy—just work harder than everyone else.
  • 27:33 Some people read. Some people watch. Some people listen. Other people do all three. You’re accelerating that. You’re putting in more and more credits, and it is going to pay off in the long run.

You Have a Unique Voice

  • 27:49 There could be people saying what you’re saying. There are a lot of people saying similar things to what I’m saying, but they don’t have quite the same flavor. I have my spin on things. I have my values, so this show has a unique approach. More or less, there are people saying the same things I am when it comes to business or marketing. For instance, I talk about hard work and hustle. People ask me, “Sean, why are you always talking about Gary Vaynerchuck?” I do it because there are very few people that match my level of hustle, and I’m not interested in hanging out with or consuming from people who don’t, because I need to push myself.
  • 28:34 If you run a five minute mile, you don’t want a running buddy who isn’t breaking ten minute miles. You want people who are running four minute miles, so you feel like you have to keep up and work harder. I like that about Gary. For two years after I heard about Gary Vaynerchuck, like a lot of the listeners here, I was very turned off by his brash style. I wasn’t able to see past the ego, and I wasn’t resonating with all of the cursing, because he curses a lot. For two years, I resisted. I wasn’t even going to bother because I was turned off by it.
  • 29:16 Finally, I thought, “I’m going to have a more open mind about this. I’m going to dig in a little bit deeper and see what he has to say.” At that point, I started to realize that the ego is just part of it. It’s just on the surface. Not everyone gets past that, understandably. The cursing part, that’s not my style or the way I do things, but I chose to see past it to hear the message. He admits himself, “I’m limiting my audience by cursing. I know I am. If I didn’t curse, I could have a bigger audience, a huge audience. I just don’t want to. I don’t want to limit myself. That’s what I want to say, so I’m going to say it.”
  • 30:05 This illustrates the point here. I talk about a lot of similar things, but I deliver it from a different perspective. I don’t say it quite the same way, and that resonates with people differently and with different people entirely.
  • 30:22 Ben: There’s going to be some overlap. There are people who follow Sean who also follow Gary Vaynerchuck.
  • 30:28 Sean: I’ve certainly given him a lot of people by talking about him so much.
  • 30:34 Ben: Because Sean has a unique voice, it’s not like he and Gary are in competition with each other, fighting over the same group of people. Even if there were 500 people putting out as much content and work as Sean is, all from their own unique perspectives, there are still way too many people for 500 people to share with. The competition mindset plays into this. People are afraid that someone else is doing better, and because they’re doing so well, there’s no one for them to get, to build an audience from. That’s simply not true.

Part of your audience will probably also follow the other people you look up to in your industry, but you still have unique value to provide.

  • 31:47 Sean: If you ever want to really burst your bubble, ask your friend if they’ve heard of the most popular person you follow. Ask five friends. Four out of five probably haven’t heard of them, unless you’re talking about tens of millions of followers, A-list celebrities. Your popular YouTube people that you follow and the people you feel like are doing better at something than you, most people haven’t even heard of them. There’s so much room for you to do things.

Customers Need Repeat Exposure

  • 32:35 People need to hear about what you have to sell multiple times. The Magic of 7 isn’t to say that, if you hear about what I’m selling seven times, you’ll just buy it. It’s much more involved than that. The seventh time, you’re aware that it even exists. We’ve talked about the Community, which is the only way to support this show. If you’re enjoying this show and you want to support us, you’ve joined the Community by now. We’ve talked about it for hundreds of episodes.
  • 33:14 There are people who have heard us talk about this hundreds of times, but they still haven’t joined. They still listen and appreciate it, they enjoy it, but they haven’t joined the Community. Why is that? Haven’t they heard about it seven times? Yes, but that just means that they know it exists. If I talked about it six times, they wouldn’t even know. “I think at one point maybe he said something about a community… I don’t know, I just thought he was talking about all of the podcast listeners. I didn’t realize there was this membership site where people could connect with each other and listen live.”
  • 33:46 The seventh time is them becoming aware that it exists. Now, you need even more repeated exposure to put in the credits towards someone buying something.
  • 34:18 Ben: If you add up the number of touch points in each of the phases along the buyer’s journey, you might think, “That’s a lot of times I have to mention something.” Multiply that, because they’re not going to notice every single time you post something.

How Many Times They Notice

  • 34:50 Sean: Ben was saying that it’s not how many times you say something. You think, “I’ve said it seven times!” It’s how many times they notice. They’re not going to notice your seven announcements, because people don’t notice announcements, they notice consistency. You’re going to have to show up and show up and show up. If you think someone’s putting out a lot of content, you have no idea how much they’re actually putting out, because you don’t even see it. Even for the people trying to find every single thing that you do, that could be a full time job.
  • 35:30 If you want to find every single piece of content that we put out, Casey Neistat puts out, or Gary Vaynerchuck puts out, it’s everywhere. It’s incessant. You can’t even see all of it. If you want people to notice you, you have to repeat yourself. That’s not something you should be resistant to. I used to be resistant to it. I said, “I don’t want to repeat myself. I don’t want people to get annoyed that I’m saying the same thing. I’ve already talked about this.” We do mention that we’ve touched on things before in the show, and we try, I hope, to do it in a way that’s helpful.
  • 36:10 We say things like, “We talked about this before in such-and-such episode,” so someone can go back and listen to it in depth. Tell me if I’m wrong here, but I try not to say, “We already talked about that before, so we’re not going to talk about it.”
  • 36:26 Ben: I don’t feel like I ever hear that.
  • 36:28 Sean: It’s more like, “We’ve talked about this before, but let’s touch on it again.” Most people didn’t hear it in the first place. I wonder how many people, in this episode, are hearing this Magic of 7 idea for the first time. This is our third episode on it. I’ve done videos on it. We’ve done podcasts, and now we’re doing the third one because it’s kind of a funny thing, but so many people listening right now are hearing the concept of the Magic of 7 for the very first time. For the people who have heard it before, it might just be their second time.
  • 37:07 Ben: For some people, this is the very first episode of the seanwes podcast they’ve ever listened to. It could be someone’s first time listening, and it makes me want to be really aware of what I’m saying and how much value I’m providing. If I’m treating something as if I’ve said it so many times already, there’s a tendency to get lax about the quality of what you’re saying, how you shape the words, and how effective that communication is.

Treat everything you put out as if it’s someone’s magical 7th time hearing it.

  • 38:18 I still agree with myself, but I would also like to say that you should treat everything as if it’s the first time they’re hearing something from you.
  • 38:29 Sean: You’re saying to treat it like the first and the seventh?
  • 38:33 Ben: If both things are true, I want to make a really great impression, and I also want that magic seventh time to truly be magical. It’s not just that something has clicked. Not only have I heard this message enough times that finally it clicks for me, but the quality of the message and the way it was communicated to me was so good that it’s unforgettable.
  • 39:03 Sean: I love seeing those moments. It happens in the chat a lot. It’s usually a moment when I feel like a broken record, and I’m really worried that people are tired of hearing it. I go in and I share something, I write up something in response to a Community member, and because they know about the Magic of 7, they’ll say, “I think it was Magic of 7 for me just now. That just clicked.” It’s always when I’m hesitant, when I think that people are so tired of hearing this. I do it anyway, and that’s when it clicks for them. It’s so cool to see. For the person delivering the message, there’s nothing novel about it at all. It doesn’t feel special or magical to you. It’s only for that other person. You only see it happen from the outside, but it’s pretty cool to see.
  • 40:02 Ben: Maybe that’s part of the exercise you should do with yourself whenever you produce a piece of content, or whenever you’re even thinking about producing a piece of content. Imagine those two people. Imagine the person who’s reading that for the first time and what their experience is like, and then imagine the person for whom this is going to be that seventh time. Imagine them reading your blog and getting that look on their face that says, “Oh, I know what to do now!” Suddenly, a weight is lifted off their shoulders. This thing they’ve been struggling with, that they’ve been confused about, suddenly becomes clear.
  • 40:40 You’re the one that gets to deliver that to them. Imagine them watching your video, and something you say leaves them scrambling to get their notepad. They suddenly need to take notes, because you’re speaking directly to their struggle. They finally get it. Imagine that person and that’s who you’re trying to deliver your message to.

Always Adding Value

  • 41:08 Sean: With seanwes tv, I’ve found that I get a lot of the very first times. I’m treating seanwes tv as an acquisition channel, and we talk about things on seanwes tv that I’ve talked about before, but it’s okay. I used to think, “My audience knows these things. They’re going to be thinking, ‘Come on, Sean. Don’t you have anything new?'” But everyone has appreciated it, and not only the people who are hearing it for the first time, but also the people who have already heard it before. Rather than going and trying to find it in a longer, in-depth podcast, now there’s a five minute video that they can reference to brush up on a concept or to share it with someone else.
  • 41:53 It’s an entrance point for them. A lot of people who comment on seanwes tv say, “I’ve never thought about this before. I’ve never thought that when I discount my products, it’s a middle finger to my loyal customer.” They didn’t ever think that the person who bought this at full price last week might be upset. Or, “I never even thought that putting all my eggs in the YouTube basket and relying on ad revenue may not be a good business model. Maybe I should build my own platform.” It’s amazing to see that first moment, that little spark. We’ve put seanwes tv on pause because of the Supercharge Your Writing course that we’re doing.
  • 42:42 It’s almost disheartening, Ben. The number of subscribers to the seanwes tv YouTube has stayed the same. It’s not that the number is the same, but the increase is the same. The rate at which the subscribers are increasing is the same, but we’re not even working. Cory, we didn’t have to do this all along! It’s still going!
  • 43:32 Ben: With certain messages that are very specific, sometimes it can feel difficult, even within the same medium, to share that again. It’s good to put some distance between when you share a specific message and when you do it again.

Between the first time you share something and the second time, you learn new things and gain new perspectives.

  • 44:04 You’ve grown as a person and had new experiences. All of that can come back into that topic, and it becomes a new filter through which you share that information. You’re taking the same topic with the same information but adding value. Even for people who have heard the Magic of 7 before, there’s added value to this episode because of the experiences we’ve had since the last time we did it almost 100 episodes ago. The same thing is true for seanwes tv. Sean’s 180 in, and I don’t know if there has been a specific topic that he’s repeated or tweaked.
  • 44:53 Sean: There has.
  • 44:55 Ben: I would venture to guess that even though that’s daily, the difference between those two topics, because of the time that’s lapsed between the first time he shared it and the second time, creates added value. That’s another thing to keep in mind.

Competitors Build Toward the Magic of 7

  • 45:28 Sean: When people put out daily content, you don’t actually think about how much they’re putting out. You don’t think, “Oh man, that’s so much work!” Maybe sometimes you do, but you’re not really thinking about their output frequency, because at a daily level, they’re just a part of your day. That’s incredibly powerful. You have to have that awareness. If you can put something out daily, it’s going to accelerate that awareness. Even if you can’t, don’t worry about that. You can work your way up to it, and you can at least commit to weekly output, but you have to have that awareness.
  • 46:14 People have to know who you are, even if they’re not to that magic seventh point. You’re putting in credits and establishing your expertise and your authority. You’re building trust, so when they get to that point, you are that person. If you’re putting in enough care, attention, and quality into those first few credits, even if they go to someone else for the fifth or sixth time, when they’re on the verge of making that purchasing decision, I think they’ll remember you. If you really made an impression in those first few times, they’re going to remember you.

When your listeners hear your competitors talk about a subject you’ve talked about a couple of times, your listeners will be reminded of you.

  • 47:23 Ben: Any time I hear somebody say the word “hustle,” I think about Gary Vee or Sean. I think about his shirt more than anything. That hustle shirt is so nice.
  • 47:46 Sean: I’ve told the story of how I kind of hacked my way onto the show. We give Gary Vaynerchuck a lot of love on this show, but he’s got a show called #AskGaryVee. He’ll take questions from people, and he has an assistant and people fielding questions. On their laptop, they have my hustle sticker. Pretty much every single show you watch has my hustle sticker on it. People associate hustle with Gary, but they see that hustle sticker and they ask, “Where can I buy that?” If you google “hustle sticker,” guess what you’ll find? If you ask India, Gary’s assistant on the show, she will tell you.
  • 48:42 How does she know about that hustle sticker? I gave it to them. I reached out to DRock, who was doing the show at the time, and I said, “Hey, I made this custom hustle design,” and I showed them the drawing of it and the finished shirt. I showed them the sticker, and I said, “I’d love to send these to you guys. Can you let me know shirt sizes?” I only knew about four people in the room that were on the show, but he said, “That’s awesome man!” He came back to me with a list of 13 people.
  • 49:17 I realized, “Oh, they have a really big team here. I’m going to have to come up with this.” All said and done, it cost me over $300 of stuff to send and give to them. I sent them this huge box of stuff and wrote their names on each of the packages. I never saw Gary wear the hustle shirt. I never heard him talk about it or heard people mention it. I think we saw one person wear it. Obviously, the best would have been if Gary wore the hustle shirt. That would be awesome. That didn’t end up happening, but even though I didn’t see the shirt around, that hustle sticker made it onto someone’s laptop. It’s the laptop that sits there on the show, that people see every time.
  • 50:12 When my listeners watch the #AskGaryVee show, they think of me. They see that and they go, “That’s Sean.” It’s a little easter egg for them. Because I invested, I get that impression. We send out dye-cut ampersand stickers with shirts and stuff. Yesterday, someone went live on Periscope, and they were showing something on their laptop and they had the ampersand sticker in the center of the back of their laptop. That’s cool.
  • 50:56 Ben: That also kind of contributes to Sean’s Magic of 7. Even though it’s not Sean talking about it, it’s his product and his brand that’s showing up. Whenever they kick on the show and they have those laptops, it’s right there. Whether people are aware of it or not, over time, people start to expect to see that there.

Storytelling

  • 51:58 Sean: Cory, what are you hearing in this show? What stands out to you? You know about the Magic of 7. You’ve heard about it before.
  • 52:06 Cory: I think there are all kinds of levels of it. There’s the subconscious level that Ben was talking about, when people see the sticker. Maybe they don’t notice it. They might wonder, “What’s seanwes.com?” And they search it. It’s not like they’re about to buy or anything. There are also people who already know about seanwes, and they might think, “He’s been saying Supercharge Your Writing a lot. I guess it’s time I look it up.” There are all these different levels.
  • 52:44 Sean: There are a number of people who have heard us say that on the podcast while they’re driving or listening on their bluetooth speaker, but maybe this time they’re actually in front of their desk and they could type in SuperchargeYourWriting.com. We feel like we’ve been saying it a lot, but it could be that moment for people.
  • 53:07 Cory: Some people might be thinking that they’ve been going blue in the face with something, but you might be one of their closest friends and not know about this. You forget. You can’t just say, “Go to my thing, go to my thing. I have this thing.” You have to do content marketing with it. Don’t be afraid to keep mentioning something, whether it’s a concept or something else.
  • 53:36 Sean: It’s storytelling. You don’t want to spam your thing. We aren’t saying that you should repost the tweet you shared eight times a day. You have to tell a story around it. Find a way to bring up your point again and make it relevant to your audience. Look at all of the facets. If you look at a diamond really closely, you’ll see all of these surfaces, a bunch of tiny flat surfaces, and when you turn the diamond, you’ll see a sparkle. The light is hitting all of the facets. As you turn the diamond around, you’ll see the different facets. It looks different. It’s the same diamond, but it looks different. The sparkles change because you’re looking at it from a different angle or perspective.
  • 54:54 That’s what I mean when I say “facet.” Think about this diamond as your product, as the thing you want to promote. What are the unique facets of this? It’s an angle, a perspective. How can I look at this from the perspective of someone who has never written before? How can I look at Supercharge Your Writing from the angle of someone who writes every day? How can I look at it from the angle of someone who has struggled with writing their entire life? How can I look at it from the perspective of someone who is selling a product and they’ve made some sales, they had a successful first launch, but they’re having trouble keeping sales going?
  • 55:43 All of these are stories, stories you can tell. What does the message of the t-shirt you’re selling mean to different people? That’s the story you tell, and that’s how you come up with excuses to accelerate the Magic of 7 without being a broken record.