Drip, drip, drip goes the Twit

I trust Sarah Fishko.

I don't know her, I'v'e never bought anything from her and I wouldn't recognize her if we met, but I trust her.

Every once in a while, over the last few years, Sarah's voice has come out of my radio, telling me about one interesting cultural event or another. She's consistent. She shows up. She has built a body of work over time, taking her time, that leads to trust.

Twitter can do that for you.

Not for a million New Yorkers, but perhaps for a hundred or a thousand people you want to reach. Blogs do the same thing.

The best time to look for a job next year is right now. The best time to plan for a sale in three years is right now. The mistake so many marketers make is that they conjoin the urgency of making another sale with the timing to earn the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.

Publishing your ideas... in books, or on a blog, or in little twits on Twitter... and doing it with patience, over time, is the best way I can think of to lay a foundation for whatever it is you hope to do next.