Why I changed the content of my posts after thinking, 'If I keep at it, I'll reach someone someday.'

Hello, this is Iguchi.

As a sole proprietor, I spend my days forming and testing hypotheses while exploring web marketing and sales promotion methods that can be practiced even with a small budget.

In this note, I focus on marketing terms that you might have heard of but are often used in a surprisingly vague way. Based on my own research and real-life experience, I have summarized them in the simplest language possible.

I hope that even those who are not comfortable with technical jargon will be able to say, 'I see, that's what that means.'

'I'm posting so much, but there's absolutely no reaction...'

There was a time when I felt that way and was troubled by it.
But at that time, I had slightly misunderstood the meaning of the Zajonc effect.

I thought, 'If people see it many times, they'll automatically like me,' but what was really important was the 'impression of the content.'

This time, while looking back on my own experience, I would like to think together about what 'content that truly reaches people' is.

What is the Zajonc effect? Isn't there someone you find 'somehow intriguing'? The reason why.

The Zajonc effect is a psychological effect where 'people tend to develop positive feelings toward others or things through repeated contact.'

It is also called the 'mere exposure effect'. It is named after the American psychologist Robert Zajonc, who researched it.

In other words,

even if you don't capture their heart the first time, by seeing or hearing something many times, the feeling of 'maybe this is good...' gradually sprouts.

'Just putting it out there' was meaningless. 'I'm posting every day but getting no reaction...' My misunderstanding.

'So the Zajonc effect just means if you shoot enough, you'll hit something, right?'
Convinced of that, I used to desperately post on social media every day.

One post a day, a blog every day, a newsletter every day.
But... the reaction was practically zero.

'Wait, I'm putting out so much, but it's not reaching anyone?'

I almost stopped believing in the Zajonc effect itself.
But I realized later.

' Just putting it out there' is meaningless.

The essence of the Zajonc effect is not just the number of times, but 'what kind of impression is left'.

Common misconceptions about the Zajonc effect. 'Increasing the frequency will make people like you' was actually wrong.

• 'Posting every day = being liked' was a misunderstanding

• 'Just exposing yourself will make you sell' was also wrong

The Zajonc effect is a psychological phenomenon where 'caution decreases' by seeing something repeatedly. But if the content is hollow or leaves no impression, it will conversely be ignored as 'noise'.

What is an 'exposure' that leaves an impression? The common traits of people who are thought of as 'I want to see them again'.

For example, the difference between 'someone you pass by every day but don't remember at all' and 'someone you only meet once a week but who leaves a strange impression'.

The latter must have 'something'.

For example...

• 'They say something a little interesting every time'

• 'A presence that is somehow comforting'

• 'Their words always touch my heart'

• 'Their smile is wonderful'

• 'They are exactly my type', etc...
  
  I realized that such 'casual memories' become the foundation of trust.

When I changed my posts, the reaction changed like this.

Before

• Just post for now, lucky if someone sees it

• The focus of my posts was all over the place

• I thought just continuing would be effective

After

• Unified the tone of my posts

• Became conscious of who I want to reach

• Added 'what to convey' on top of just frequency

Then...

'I've been interested in you for a while'
'Actually, I've been watching you for a long time'

Voices like that started to reach me little by little.

As a result, now I have180,000 monthly views.

Summary: What makes posts likable is not 'frequency' but ◯◯.

The key to the Zajonc effect wasn't just a 'numbers game,' but'contact that leaves an impression on the heart'.

Posting repeatedly is important.

But, if you look more at'what kind of impression am I leaving?', doesn't it seem like your content would change?

Today's post might lead to tomorrow's trust.
Even on days with no reaction, I now believe it doesn't necessarily mean it 'didn't reach anyone.'

Believing in the power of 'slow-acting' posts, let's keep trying and learning together!

Thank you for reading until the end.

I would be happy if this article led to a small realization like 'I see, that's what it was!' or a hint for your own ideas.

It would be very encouraging if you could follow me.
I will follow you back as well ^^

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Marketing Translator
Representative of GRIT | Representative of Merchant Club Shinjuku Branch

Born in Ibaraki in 1984. The turning point was 2011. The management crisis of my workplace due to the Great East Japan Earthquake. 'How can I get customers to come?' From that question, I started learning marketing from scratch. I mastered and thoroughly practiced methods for attracting and selling without spending on advertising.

In 2022, from a state of zero advertising budget and zero list, I attracted 101 people to the first paid business networking event. I have been continuing weekly live streams for 216 consecutive weeks (as of July 2026). Currently, I have 16,000 followers on Note, 200,000 monthly views, and have been posting for 472 consecutive days.

With the motto of 'breaking down difficult words into easy, understandable language,' I have a reputation for posts and lectures that explain the basics clearly without relying on jargon.

Currently, I mainly support individual business owners and small businesses with web attraction and sales promotion that can be realized with small funds, while exploring and practicing methods for attraction and sales promotion that do not require advertising costs.

Hobbies are basketball, watching soccer, saunas, cooking, and coffee.