Your audience needs to hear from you more than you think.

Here's how I know.

I’ve been thinking about my Dad a lot lately. Probably because it’s June and Father’s Day is creeping up. My father passed away in January of last year and I miss him every single day.

He was a community college principal, a teacher before that, but that’s not really who he was to me. To me he was the one cooking Sunday roast dinners while my mom did other things. He was the one cheering me on from the sidelines at every activity I joined as a kid. He drove my sister and I everywhere. Gender roles were pretty thoroughly reversed in our house and nobody made a big deal about it. He just showed up, constantly, and made sure we knew we were loved. That’s the dad I always wanted to make proud.

So when I came across my old report cards recently, I opened them with this warm, nostalgic feeling. Like, yes. Let me see how good of a student I was.

Spoiler alert: I was not as studious as I remembered.

The teachers liked me. That part was true. Nobody was writing anything alarming but the recurring themes? Too talkative, a little bossy, makes careless mistakes, and the kicker: capable of so much more than she shows.

I sat with that last one for a minute. Capable of so much more than she shows. (Guess I don’t need to wonder why Imposter Syndrome shows up for me in mid life!)

I genuinely thought I was giving everything I had. I was trying so hard to make my dad proud. I cared about doing well so why did it keep coming up on my report cards?

Let’s time warp ahead 40 years. In November of 2024, I was diagnosed with ADHD. Suddenly, every single one of those report cards made complete sense.

Details escaped me even when they were right in front of my face. I would read something, or hear something, and my brain would grab the gist of it and sprint ahead. The specifics? Gone. The fine print? Skimmed. The part that said “quiz on Friday”? Completely missed because I was already three thoughts ahead of the sentence I was reading.

I was capable of so much more but I just couldn’t hold onto the details long enough to show it.

Okay. Fast forward to last week and why your audience needs to hear from you more than you think.

I ran a free workshop teaching people how to use Claude. In the lead up to it, I was getting a lot of the same question in my inbox so I decided to get ahead of it. The recurring question was, “Krista, I can’t make the workshop. Is there going to be a recording?”

Now, ladies. This is not my first rodeo. I KNOW that's always the question so I got ahead of it. Check out the registration page:

In the automated welcome email registrants received after signing up, I mentioned it.

The morning of the workshop, I sent an email where the very first sentence, in all caps, said: THE BIGGEST QUESTION I’VE BEEN GETTING THIS WEEK IS WILL THIS BE RECORDED. YES. HERE IS WHEN TO EXPECT IT.

I still got seven emails asking if there would be a recording even though it’s in the very first line, in ALL CAPS!

My first instinct was to laugh. My second instinct, the one I actually listened to, was to feel something click into place.

Those seven women weren’t being careless or ignoring me. They registered for a free workshop, probably while doing four other things, skimmed the confirmation, meant to go back and read the email more carefully, and just... didn’t get there. Life moves fast and the details slipped past her.

They were doing exactly what my third grade brain did every single day.

This is the part that applies to your business.

We post something once and assume our audience saw it. We send one email and assume it landed. We mention our offer in a caption and then wonder why nobody bought.

We’re not dealing with people who aren’t paying attention. We’re dealing with people who are paying attention to approximately nine hundred things at once, the same way most of us are, the same way I have been my entire life without fully understanding why.

Your message needs to be repeated more times than feels comfortable, more times than feels necessary. Your audience isn’t ignoring you. They’re human, they’re busy, and details escape all of us even when they’re right in front of our faces.

If seven people emailed me asking about a recording I mentioned four times, what does that tell you about the one post you put up last Tuesday about your offer?

It tells you to post it again, then post it again after that.

Repetition isn’t annoying. Repetition is how information actually gets through. The teachers who taught me the most were the ones who found ten different ways to say the same thing until it finally stuck.

I think about my dad a lot when I’m teaching marketing and sales to my audience. He spent his whole career figuring out how to reach people who needed to hear something and he never once made them feel stupid for needing to hear it twice.

That’s the standard I hold myself to. It’s also the one I’d hand to you.

If you’re using your words to build an audience, the woman who reads your post on a Tuesday while she’s got three tabs open and dinner on the stove isn’t ignoring you. She just needs to hear it again. Say it again. Say it differently. Say it until it lands.

She’s not careless. She’s just human and so are you.

xo
K

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