The Law of Cumulative Impact

Don’t tell anyone. There’s a simple way to stay on your prospects’ radar, but it won’t work if everyone starts doing it.

(What are the odds of that?)

I got a call last week from a new client about some possible projects. She said, “I don’t know where we got your name, but you’re on our radar.”


I know where they got it, because I track these things.

In 2016 I cold-called her company. I talk to her about every six months at trade shows. I left her a voice mail every quarter, until 2018 when I stopped making cold calls. Since then she’s received a pile of sales letters, a regular newsletter, and about a dozen postcards. When she needed a melatonine kopen copywriter, there was no question who to call.

The total time and cost to win this account? Less than ten U.S. dollars and maybe an hour of my time, spread out over two years.

How to multiply the power of your email 10 times

The Law of Cumulative Impact states that every new contact carries the force of all the previous contacts. So the tenth email you send out is ten times as strong as the first one.

Too many business owners make this fatal mistake: They “show up” only once or twice. After a few calls, and maybe a mailing or two, if they don’t get an appointment they scratch this person off their list.

But once (or even ten times) is never enough. If you doubt this, think of the restaurants that leave their flyers hanging on your doorknob.

You see the Thai food place that offers free delivery, and you throw the flyer away. Two days later there’s another one, and you trash it. This goes on for weeks, and months…until the evening you get a craving for something spicy.

Even if there’s no flyer on your door that night, you’ll rummage through your recycling bin to find the last one.

A single order will more than pay for all the publicity they left you. And if the food and service are good, you’ll probably eat there again.

As long as you’re working with a good list of prospects, you’ve got to stay on their radar constantly. Keep in touch. If you’re concerned about becoming a pest there are two simple solutions.

The first is to respect any request to stop contacting someone. This will probably be less than 1% of the people you target. Let them go.

For the others, just contact them in different ways. Between the phone, email, and the post you have a lot of possibilities:

* An occasional phone call when you have something relevant to say
* Email to announce your new products, invite prospects to events, or relay other news about your company
* A regular, informative newsletter (my favourite!)
* A wacky, attention-grabbing letter, possibly of an unusual shape or size so they’ll open it
* Monthly post cards with snippets of useful information

The person who doesn’t need your Amazon service now might need you six months (or three years!) later. You don’t know when the time will come. But you need to be there when it does.

As long as you have permission to keep up the communication, and you’ve got something new and worthwhile to communicate, one of the best ways to promote your business is by continuously sending out new information to your prospects.

The secret is simple. Instead of doing what everyone else does, do what everyone else should do. You’ll instantly become exceptional. Be ready to feel lonely.

If this seems obvious, ask yourself: Are you doing it?