People think cheating happens because someone’s unsatisfied. Or bored. Or drunk. Or chasing some midlife-thrill-seeking fantasy they saw in a romcom.
But most of the time? It’s none of that.
The #1 reason people cheat is much more boring—and more dangerous.
It’s familiarity.
Here’s how it usually goes:
Two people sit near each other at work.
They start having lunch together.
They get closer.
They build comfort.
And eventually, someone says, “I don’t know what happened… it just did.”
It didn’t “just happen.”
The barriers wore down, little by little, day after day, until what used to be off-limits started feeling normal.
Now before you panic, no—I’m not encouraging you to sabotage relationships.
I’m making a point about the Liking Principle—a psychological trigger that makes people more likely to say “yes” to those they know and like.
And how do we start to like someone?
Repeated exposure.
In other words, familiarity.
That’s why it blows my mind when freelancers and business owners only email once a month. You’re giving your audience just enough time to forget who you are.
You lose familiarity. You lose connection. You lose that subtle psychological edge that makes people warm to your offer.
By the time you email them again, you’re a stranger in their inbox.
And strangers don’t get clicks. They get spam complaints.
When you email more often—especially daily—you create predictable, low-stakes touchpoints that build the kind of familiarity that turns readers into buyers. Or at the very least, unsubscribers. Both are wins.
If someone reads you every day, they’re far more likely to:
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Remember you
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Trust you
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Refer you
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Buy from you
This is why I email daily. Not because I enjoy adding 300 words to the internet before breakfast, but because it works. Daily emails build brand loyalty faster than any ad campaign ever could.
And if you’re a freelancer, especially one trying to land better clients, this principle applies just as much.
You can’t send one cold pitch and expect magic. Clients need to warm up to you.
They need familiarity.
That’s what my email list helps you build—systems, stories, and strategies to grow your freelance business by writing words that work.
Want in?
Join here: https://nickbandy.com/freelance
Read a few emails. Get to know me. Let the familiarity do its thing.
Whoops.
– Nick
