How many times have you heard the old maxim: quality NOT quantity. Thing is, in communications at least, you can’t get away with just quality.
- People need to hear something 3-5 times to believe it.
- The multitude of channels means you can’t reach critical mass (even if your target audience is relatively small) unless you’re communicating in multiple spaces.
By all means, quality of content needs to be exceptional to get through the clutter; but it will need to do so again and again and again. There’s no escaping it: perseverance is a key quality of the successful communicator (along with creativity, a strategic mindset and a knack for understanding audiences.)