We all know that the more spam you send or the more often you bother a sales prospect the more likely they are to begin ignoring you. Said differently, if you have built up a certain level of trust and credibility, you have built up an "attention asset" with a user or prospect -- and spamming them will quickly deteriorate the value of that asset.

The conventional solution to this problem is to simply stop touching the user or prospect, or to at least do so less frequently.

While certainly intuitive, this is exactly the wrong solution.

Instead, I believe companies should strive to touch a prospect or user every single day, if not more often. BUT, at the same time they should challenge themselves to bring the prospect or user enough value in every single touchpoint, every single day, so that not only do they not deteriorate the attention asset, but instead they increase the value of it. I wrote a post back in April titled, Drip Marketing that outlines this approach.

In practice, of course, you don't have to reach out every day (be sensible) but I do believe that the approach of reaching out every single day will require you to create content that is compelling, interesting and highly valuable. And that this is a far better approach than taking the easy way out and solving the problem by simply backing off.