There's a book advertisement that keeps popping up whenever I log into YouTube.
At this point, every time it appears, I'm a little more annoyed. I just can't stand seeing it anymore.
But something funny happened recently.
I was looking for a business book to add to my wishlist.
And guess which book came to mind?
The Personal MBA.
Yep. The very book I'd been seeing in that YouTube ad.
I was annoyed by the ad, but when I actually needed a business book recommendation, I remembered the book it was promoting.
Hell yeah. The ad did its job, didn't it?
Well, partly.
It made the book memorable. That doesn't necessarily mean I liked the ad or the brand more.
And this is where we need to understand the psychology at play.
The psychology: Mere Exposure Effect
In simple terms, the more we see something, the more we tend to like it.
Especially when it's a quick, unconscious exposure that we don't even realize we've had. That can produce a stronger exposure effect.
The examples are everywhere. Like, if you start seeing someone often (consciously or unconsciously), you might start to like them for no obvious reason (ha ha, be careful).
Because familiar things feel safer and easier to deal with. And that feeling can make us like them more.
The first email you send might not get opened.
Your first few posts might not get much attention.
But repeated encounters can help people recognize you and remember what you do.
The person who ignored you last month might remember your name when they finally need the service you offer.
That's one reason consistent marketing matters.
When familiarity becomes annoyance
The mere exposure effect gets really interesting for email copywriting.
Because an email list gives you a chance to become familiar to people, but it also gives you plenty of chances to annoy them, too. 😂
So, remember: Being familiar and being liked aren't always the same thing.
A 2019 study on advertising repetition found that frequent exposure could initially increase annoyance, while that annoyance faded over time and brand memory remained. When people later had a reason to consider the product, their preferences could shift.
In other words, an ad can annoy someone today and still help them remember a brand tomorrow.
But that doesn't mean annoying people is a good marketing strategy.
If too many emails can push subscribers to unsubscribe, why risk becoming the sender they can't wait to get rid of?
So, how do you stay familiar without exhausting your subscribers?
The solution: Repeat the message, change the experience
Let's say you sell a course that helps info creators write better emails.
Your core message is:
Good emails start with understanding your reader and the psychology behind their decisions.
You could explore that idea in several ways:
Explain why generic emails get ignored.
Share an email you almost deleted and why, or a personal lesson you've learned.
Share how your past clients' lives changed for the better.
Explain why a clever subject line can't save an email that has nothing useful to say.
Break down an email that makes the reader feel understood.
Show how your course helps people put these ideas into practice.
See the difference?
You're reinforcing the same central belief, but each email gives the reader something new to think about.
And when you do promote your offer, the message feels connected to what you've been teaching rather than appearing out of nowhere.
It is way more effective than just saying, "Join my course."
Here are three things to remember when you're emailing your list:
1. Be consistent enough to be recognized.
Give people a reason to remember your name, your voice, and what you help them do.
2. Give them a new reason to pay attention.
A new example, a useful lesson, a different perspective, or a practical solution can make a familiar message worth reading again.
Personally, I love it when creators start with a personal story. A good story can pull readers in, bring emotions to the surface, and help them connect with an idea instead of just reading about it.
3. Pay attention to the response.
If people consistently ignore your emails, unsubscribe after certain messages, or stop engaging, investigate what's happening. Your frequency, relevance, content, and offer might need adjusting.
There's no magic number of emails that works for everyone. The goal is to find a rhythm your audience finds valuable.
The 5-minute practice
Grab a notebook. Let's brainstorm an email sequence for your offer.
Introduction email: What would you like readers to know about you and your approach?
Benefit email: What could you share to help readers understand the value of your offer?
Discovery email: What topics, struggles, or ideas could you explore to help readers understand their problem better?
Testimonial email: What customer experiences or success stories could you share?
Offer email: How could you introduce your offer and show readers why it might be right for them?
Important: Do not overwhelm your readers with too many emails or repeat the same message without giving them anything new.
The Genuine Rule:
Be consistent in what you stand for. Be creative in how you show up.
If you found this useful, share this with a friend who might need it.
Until next time,
With love❤️ ,
Thusharika
1 P.S. Your turn: Has a brand ever successfully 'annoyed' its way into your brain like The Personal MBA did to mine? Hit reply and tell me the book, tool, or product. I read every response!
If you found this useful, pass The Genuine Rule to a friend.
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