978: This cliche is a LIE! The power of FREQUENCY...

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Hey, what is up?

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Welcome to this episode of the Wantrepreneur to Entrepreneur podcast.

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As always, I'm your host, brian Lofermento, and in this solo Sunday episode, I'm going to be sharing with you something that I've been thinking about a lot lately, because I actually feel like we've been tricked Tricked by one of the most old and consistent cliches that we've all heard so many times in our lives, and it's because there's an ounce of truth in there, but I also feel like it's misleading and it's important for us to think about this one.

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I'm excited about it.

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Let's dive in.

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So lately, I've really been thinking about the topic of frequency, and I very specifically use that word here today because I've done episodes in the past and it's not rocket science.

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You all have inevitably thought about reps and consistency and all of these very important ingredients.

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Discipline goes along with all of this stuff.

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All of them are intertwined, and reps that's like I've said the word reps on episodes throughout 2024.

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Probably at least I don't know, in a real non-hyperbolic way I'd say at least 200 times I've said reps on the air this year, and it's because I genuinely believe that the key to mastering anything in life is quite simply getting those reps in.

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I think it's so important for us to practice the things.

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How often do I use that analogy of learning how to ride a bike?

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We can read about how to ride a bike, we can watch YouTube videos about how to ride a bike.

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We can listen to podcast episodes about how to ride a bike, but until we put our butt in that seat and, yes, fail a bunch of times, succeed a bunch of times, everything in between until we have those reps, we will never actually learn and master how to ride a bike.

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And the same is true with podcasting.

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The same is true with sales, the same is true with creating Facebook ad campaigns.

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The same is true with literally anything in life and in language as well.

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Reps and you're going to see that I love reps.

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I'm a firm believer that we all need as many reps as possible at all the things that we want to be good at.

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In fact, if you're going to do something once or twice, then it probably isn't even worth your time, because that's not enough reps to get good at anything.

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And so what I've been thinking about a lot lately tags onto that a bit more.

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But I directly want to address this age old cliche that it's kind of been hammered into us.

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It's been hammered into us from society, it's been hammered into us from school.

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It's just something that we all hear as just the nature of living life, because, trust me, you've heard this cliche, and that cliche is quality over quantity, quality over quantity.

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The more that I think about that quote yes, over quantity the more that I think about that quote yes I can see the origins of it.

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I can see why it is sound advice in many cases, for example, when it comes to relationships.

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Of course, you'd rather have quality relationships than just a sheer volume, a quantity of relationships, and so I can understand that.

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However, where I feel like it leads us wrong is and all of you perfectionists out there can totally relate to what I'm about to say but where I feel like it leads us wrong is that we're convinced that quality is superior to quantity, that these are two opposing forces, when in fact, I would argue and it's the entire premise of today's episode that quantity is the mere thing that leads to quality.

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And that's why I feel like we've been tricked is because, when you sit down to write an email for your business, you think of that age old quote, whether consciously or subconsciously, of quality over quantity.

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I'm not going to send this out, I'm not going to launch this proposal.

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I'm not going to press publish on my website.

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I'm not going to do any of these things until it has met the barometer of quality.

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But on the flip side, when I think about all of the things we've all gotten good at, and I really think about all the different conversations that I have with entrepreneurs and the course of this show, I think to myself they just did it a million times.

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They just continued to do it, and so reps is part of the equation.

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Of course, that has to be a part of what we're talking about here today, but I want to add on to that in today's episode and really talk about frequency, because here we go.

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Earlier in this episode I talked about learning a language.

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Now, learning a language is cool.

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You and I can fire up Duolingo and we can start to learn some vocabulary and literally any other language that we pick, and we'd start to get some results.

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It's very easy when you're starting from zero.

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It's very easy to get a little instant and immediate boost with regards to competency, and so we'll start getting that Now if you and I keep doing Duolingo episodes or not episodes, but exercises then we will start building up those reps, and reps are good.

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We've already established that baseline understanding of reps being on the road to success in anything.

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However, the part of the equation that I don't think I do enough justice to in the way that I present it when I talk about reps or the way that I embrace this in my own daily life is and this is, trust me, something that I'm going to be focusing on a lot in 2025, I'm going to be focusing on a lot in 2025 is frequency.

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It's not just about reps.

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That's the thing I've been thinking about a lot lately.

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It is also about frequency.

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It reminds me of that quote of we are what we repeatedly do, and I'm going to change that a little bit and say we are what we frequently do, because we can't just do a Spanish lesson today and then another one a month from now, and sure, we're going to get a bunch of reps over the course of a year or multiple years, but that missing ingredient that we all need is also frequency.

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I think about the context of this show.

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I mean a lot of people, anytime, just in my day-to-day life, I tell people about yeah, I have a podcast.

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It's five days a week.

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We're about to cross episode 1,000, which is crazy.

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By the way, we're gonna have a lot of exciting announcements come episode 1,000.

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But when I think about that and people say, well, yeah, I mean you're super fortunate that your podcast ranks in the top 200.

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Consistency it didn't come through just doing the reps, it didn't just come from launching episodes into the world.

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I got better at it.

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We got more momentum.

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So many better things happened from frequency.

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We have not missed an episode in years at this point.

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And it's five days a week.

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That is a lot of frequency, and frequency yields a lot of great things.

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I very much appreciate every single one of you listeners, and especially those of you who reach out to me via email.

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Don't be shy, hello at imetbriancom.

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It's the direct email address You'll get me.

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Literally.

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It's my personal inbox.

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Hello at imetbriancom.

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But what I've really noticed about all of you listeners that I've been able to interact with this year is that that frequency does so much good in the world.

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You and I have a deeper relationship because of it.

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It has that built-in trust.

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You can count on the fact that, five days a week, you're going to see that I think about it across my entire business portfolio, all of the businesses that I'm involved with, whether they're in my own portfolio or I advise them, whatever in all of those businesses all different business models, by the way, different types of products, different types of services, completely different industries, but the one thing that I have found over the course of 2024 that works the best across all of them is frequency.

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And remember, I'm kind of defining frequency today a little bit as a combination of both reps and quantity, and then when we apply that label of frequency, it is doing those things but also outputting them daily, weekly, multiple times a week.

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That's that frequency.

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How often do we hear sales experts talk about it takes seven touch points in order to close a sale.

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That's just frequency.

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They're not saying it takes seven outstanding touch points, it takes the most perfect outreach emails, it takes this or it takes that.

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They're saying, literally, this is a volume game.

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This is a question of how many times can you get in front of them.

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And so, again, to apply frequency.

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I'm really gonna hammer this point home today because I want you to fully embrace frequency as we round out 2024 and head into 2025.

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What I really wanna point out is it doesn't mean seven touch points over the span of three years, because once you've waited too long, if you reach out to a sales prospect today and then you don't reach out to them again for another three months, they're going to have forgotten who you are and, even worse, they're going to have moved on.

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They're either going to have picked one of your competitors or another choice that is available to them.

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They're going to resolve the problem on their own, or clearly, the problem just didn't mean enough for them for them to take any action on it, and so, in any case, those seven touch points are completely redundant by that point, because you are missing out on frequency.

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I firmly believe that frequency establishes trust, frequency builds momentum.

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That cannot be understated.

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Momentum is such a key thing, and I don't think we talk about it often enough in entrepreneurial circles or in societal circles, and it's because it's hard to talk about momentum.

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How do we measure it, how do we build it, how do we maintain it?

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We all know that we want to do all of those things, but momentum isn't a tangible thing.

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We can't point towards momentum, and so that's why, in today's conversation, when we think about frequency, I genuinely believe that's one of the key ingredients, if not the key ingredient, in fact, I'll jump to that point.

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I will say frequency is the key to building momentum.

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If you and I do something once, if you and I are working on our business together let's say we're launching an entirely new business Okay, let's say that's what we're doing.

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I will take everything else away.

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You and I are starting a brand new business.

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We have no brand.

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We have no name recognition.

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We have no prospects.

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We have no case studies that we can prove how good we are at.

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We've got no social proof.

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What are we going to do?

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We're going to get together after work, because we're probably still in the nine to five phase.

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We're going to work on our business and hopefully we make some forward progress.

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Maybe we'll work on our website.

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Maybe we'll have some executive time and lay out our products and services and our offers and our sales process and our conversion process, how we're going to accept payment.

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Maybe we'll work on all of those things together.

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But if you and I don't touch that business again for a month or heck, even two weeks, we will never get momentum.

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We will never get momentum.

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Why?

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It's not because we're not working on the right things, and it's not because we're not doing quality work, because I would argue that you and I, being as strategic and intentional as we are, we are going to do really great work when we sit down together.

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But we need that frequency, we need to commit to every single day, or whatever your high volume of frequency looks like, that's when we need to strike.

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That's why I say it all the time.

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I feel like that's a couple of things I say normally in my day-to-day life.

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I always say it is what it is, and I always say strike while the iron's hot.

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And it's that second one that we're really focusing on today Strike while the iron's hot.

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Momentum is such an important thing in our journeys.

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I would argue that momentum is far more important than luck.

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Momentum is far more important than just meeting the right person.

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Momentum is far more important than most things in our businesses, in our lives, in our relationships, truly in anything is we need that momentum.

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And the way we light that momentum up is it's just picture.

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I mean, it's a basic physics term of inertia.

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Picture you and I are trying to roll this giant rock uphill.

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It's so hard to get it started, but once we do get it started.

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It becomes a little bit easier once we get over that inertia.

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But if we just go up, give it a little push, walk away, be like, ah, that didn't work, then we walk back up to it again, give it a little push, yeah, sure, we're getting reps Again.

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We're missing that frequency, that consistent, everyday push through and effort to actually get things going and keep things going.

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And so I've already.

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I mean, we're deep into Q4 now.

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We're about halfway into a little bit over halfway into Q4 already, and for me that means I've already done a lot of my reflections for 2024.

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I'm very much in let's squeeze everything possible out of 2024 so that we can pile all those wins on top of each other for even more success in 2025 and beyond.

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And this is the thing that's bubbling to the top frequency and it goes completely against the quality over quantity.

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Because, yes, do I believe in quality?

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Yes, am I committed to quality Absolutely, so deeply.

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I'm a big believer that how you do anything is how you do everything.

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Quality is incredibly important, but the way we get there is through quantity.

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The way we get there is through those reps.

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The way we get there is through consistency and discipline, and when you roll all of those things together and you apply frequency to it, that's the formula for success.

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And so whatever it is that you want to get better at in the new year let's say you want to learn a new language.

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Let's say you want to get better at chess.

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Let's say you want to have better relationships.

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Let's say you want to deepen that business connection because you're a big believer in the fact that you and this other person can do big things together and partner and collaborate and exchange business, whatever it may be.

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None of those things are ever going to happen if you do it once a month, or if you give it your energy and your attention and your focus once a month.

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Increase that frequency.

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Whether your actions are perfect or perfectly imperfect or not good at all, frequency is going to start moving you in the better path.

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So I think you get it.

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I know that you get it.

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I just I really want to hammer this point home, because frequency is going to be such a big focus for me personally, rounding out this year, heading into next year.

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No, for those of you who are wondering and have already been asking me about my word for the year for 2025, it's not going to be frequency, but frequency will for sure be a theme of my new year.

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But I invite all of you to just embrace this.

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Think about the things that you're prioritizing and then make sure you're doing them frequently, just like like the gym.

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Sure, we can get a lot of reps in this year.

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You and I can go to the gym a hundred times in the next year, okay, actually, yeah, that's the question I'll close you with.

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Would you and I be better off going to the gym a hundred times in the next year, once every three days, or would we be better off going 100 times in the span of four months?

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You know, I'm leaving a few days in there for active rest days.

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Which of those two scenarios do you think is going to benefit us more?

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I would argue that it's that second one.

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Going to the gym 100 times in the span of four months is going to build that discipline.

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It's also going to set us up so we start seeing results.

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And guess what happens with people when they start seeing results?

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They have a tendency to keep doing the thing.

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The rest will take care of itself once you start seeing results.

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So you need that frequency up front to see those results, and then the rest will take care of itself.

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You'll already have that buy-in.

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You'll already have that momentum.

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You'll already have those habits.

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Gosh, it's funny.

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I think it's here at the end of this episode.

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That, to me, is the most illustrative point about frequency that I want to make here today.

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So, on that note, I hope you got it.

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I hope it hits you where you need it, here on this beautiful Sunday almost coming up on Thanksgiving.

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It's coming so quickly.

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I cannot believe it and I'm going to invite you Pound that subscribe button because this week, holy cow, we have got three awesome guests coming on the show.

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I'm not going to tease all of them.

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I'll tease tomorrow's episode 979 with Scott Demian.

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This is someone who I so respect.

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He is a brilliant entrepreneur, but also he is the man that created the modern day dating app algorithms and he's also the man that's going to break them.

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And so tomorrow you're going to hear that incredible story from Scott about how he's breaking the modern day dating algorithms and how he's applying business principles, entrepreneurship, that spirit that he has.

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He's one of us, as a fellow entrepreneur, to launch something really incredible into the world that's having societal ramifications in a deeply positive way.

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So pound that subscribe button.

00:16:52.977 --> 00:16:58.756
Seriously, we've got some incredible interviews and topics and guests coming your way, so pound that subscribe button.

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As always, we'll see you every Monday, wednesday, friday, saturday and Sunday here on the Wantrepreneur to Entrepreneur podcast.

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Hey, it's Brian here, and thanks for tuning in to yet another episode of the Wantrepreneur to Entrepreneur podcast.

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If you haven't checked us out online, there's so much good stuff there.

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Check out the show's website and all the show notes that we talked about in today's episode at the entrepreneur showcom.

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And I just want to give a shout out to our amazing guests.

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So thank you to not only today's guests, but all of our guests in general, and I just want to invite you check out our website, because you can send us a voicemail there.

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Initiate a live chat.

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It's for real me and I'm excited because I'll see you, as always every monday, wednesday, friday, saturday and sunday here on the entrepreneur to entrepreneur podcast.