Whether for good, or for bad, the effect of repeated communications has a profound  impact. For example, I have heard that the average person who buys something through an infomercial had 7 “exposures” to the infomercial prior to actually buying.

Personally I know that many of my clients have received dozens, and sometimes even hundreds, of e-mails (like this one) from me before hiring me to help them with their Internet marketing. Chances are you know that; and hopefully you have a system in place that makes it easy for you to communicate regularly with both your clients and prospective clients (again, like an e-mail or blog).

Here’s the other side of that coin. Repeated exposures can also have a profound NEGATIVE impact if your communications are missing the mark. You are probably not going to send out anything that is offensive or misguided enough to be repulsive BUT, and I’m often guilty of this, repeatedly sending e-mails out with typos also has a cumulative negative effect.

But here’s the real killer… 

NOT saying something. The DISASTER of OMISSION   

I had a very personal experience with this over the past week. I had noticed that I consistently had a feeling of discontentment after doing volunteer work for a particular organization. I had noticed the feeling for many years but I always just set it aside and continued volunteering… just not feeling quite as good about it as I would have liked.

As I gave this more thought here’s what I discovered. My feelings of discontentment stemmed from the LACK OF COMMUNICATION from the LEADER of the organization. Specifically, a lack of showing appreciation for the “man-hour” contributions of the volunteers.

As a small business owner you are looked on as a leader, I am looked on as a leader. Potential customers are looking at what we are saying AND they are also looking at what we ARE NOT saying.

Are you NOT saying something that you should be? 

Once I was clear about where my feelings of discontentment stemmed from, from a lack of what I consider to be essential communication from “upper management” I quit.

Here’s the lesson. I quit even though I knew there was no malevolent intent.  I quit simply because the leader omitted an essential element in their communications.

What is your role in communications to you clients and prospective clients? Are you NOT communicating what you should be?