“Repetition makes reputation and reputation makes customers.” – Elizabeth Arden, Born Dec. 31, 1878.
This is 100% true.
Many people may read this and nod, and yet still struggle with it. They’ll struggle both with achieving it, and with understanding the success of others who you feel are inferior to your own bad self.
Here is the key observation that you may have missed, but I cannot overstress the importance: “quality” is not part of the equation.
This is not a disparagement of quality. Quality is great. Have some quality sprinkled throughout your efforts.
But if you can't achieve quality on a given try, do the work anyway today and see how you do tomorrow.
This is why consistent and frequent mediocrity will always be more successful and popular than sporadic and haphazard excellence.
Repetition – consistency – frequency: these generate and display a perception of reliability, of bottomless information or input, of ubiquity. These become your reputation.
And when people know that if you were off a little today, that they can come back tomorrow and maybe it will be good, or sublime even… then they know they can come back the day after that, too.
Again and again.
Once you have the machinery, the will, the discipline or whatever it takes for you to enter your arena and repeatedly perform whatever it is you do – regularly and routinely – THEN quality can have an impact – regularly and routinely.
But the fields of failure are littered with talented, skilled, and quality creators who simply could not repeat.
And therefore they created no reputation.
And therefore could only ever make customers of the odd random person wandering by on pure chance.
But you're not going to do that, are you?
<!—- lagniappe I find a lot of people balk when I say they should show up more for their people - they don’t know what to say. And if if they have some idea, it’s hard to come up with something every day, right? Here’s a list of things you can talk about and share with people to give yourself more opportunities to communicate with your growing audience. 1. Lists. People like to read them. They’re fun and easy to write. Pick a topic and list off some tips. Like I’m doing now. It’s an easy way to turn one idea into a full piece of content. 5 things, 7 things, 13 things - if you want a challenge. 2. Gotchas. Tell people what to look out for and avoid in your field of expertise. I find by the time you describe and explain things in a simple way, you’ve got more than enough to justify sharing it. This helps people feel closer to you. 3. Tools. Things you use to make your work easier. Obviously anyone who wants to do what you do will be interested in how it’s done. Try new tools. Review them. Compare and contrast. Heck, become an affiliate of the ones you like best. 4. Insights. You consume things to get better at your chosen craft. You learn lessons from them. Share those. Share your sources and give what you discovered freely. Ideally, make connections between sources. I made a game of this where I try to extract value from famous quotations. You might have noticed. 5. Concerns. Things that you feel like you have to plan for and prepare - upcoming challenges, potential obstacles. Show people how to think things out and get ready, and eventually face and overcome those challenges. This can be a simple project that you’re planning on completing, or big changes in your market. 6. Jerks. People in your arena that do things the wrong way. No names, just types. Customers, clients, competitors, anyone - call out bad habits, bad practices, bad attitudes. Connect those to bad outcomes, and show how to be different. 7. Wins. Share good outcomes and results. Show what the problem was when you started, and what you did to solve it. Share the steps. Share any emergent issues. Share what you think could have gone better, and what you might try next time. These are ones you’ve seen me share here with you. And in the group. And in the future, maybe on video, too. The more you do this, the easier it gets. It becomes a habit. I would say it even becomes hard to have ideas and NOT share them. Try it. Keep it simple. Do it for a week. Then a month. Keep going. And if you do, share with me where and how you get along? I’d love to see it. —->