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In a previous episode, number 26, we learned that repeating information makes somebody hearing it

perceive it as more truthful. And that's regardless of whether or not it even is the truth. So the next

question might very well be, how many times do you need to repeat that thing before people even believe it?

So this has been studied, understandably, in the advertising field, exposing people to information,

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over and over again. And the biggest jump in this perception of truthiness happens around the second time.

And after that, diminishing returns, basically. And advertising found that the peak sort of positivity

for a brand is around 10 times of mentioning that brand. So recall is a separate thing, although very

related to this. And I'll put links in the show notes if you want to know more. But this does impact your

content.

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strategy. So first of all, it means that you don't need to like hammer in the same point endlessly within a

single episode. You can mention your core concept a couple of times. It's much more effective than

repeating it more often in that episode. It also means that you can spread these repetitions across

multiple episodes. That does carry value. Your listener who encounters that core idea that you propose in

say episode 5 and then again in episode 12,

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experiences this effect between the episodes. And it also means consistency matters even more than

volume when it comes to this idea. So saying the same thing the same way it builds belief while saying sort of

adjacent things in different ways sort of dilutes this overall effect. So this is why some of my core

messages or pillars in this show remain about the same. I have four of them.

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such as one example and I have sort of beliefs and ideas that things that work for me within that and it's an

effective way for professionals that are putting together shows or content plans to sort of think about

presenting themselves online. So there's one more thing in this research that impacts how to approach our

shows and that's looking at the time decay. So this illusory truth effect is the strongest immediately

after

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someone hears that idea and it will persist although it will diminish over the following weeks and months

until it's just not really detectable as a strong signal anymore so if you do have regular content it

reinforces this belief so if someone only hears your core message one time and then doesn't encounter you

for months and months and months later that effect will fade it will wear out but if you remain sort of

consistent

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over time, on a monthly basis perhaps, that familiarity will drive this overall perception. So it's a

pretty good win for the podcast, a regular recurring podcast, to maintain this effect. I'm Jen DeHaan.

This is the Credibility Minute. You can find more episodes and get in touch with me at stereoforest.com

slash minute.