The 12-Touch Advantage: How to Stay Top of Mind Without Being Annoying with John J. McLaughlin

Transcript

Your best prospects are not saying “no.” Most of the time, they’re saying “not yet,” and the gap between now and their buying window is where deals quietly die. I sit down with John McLaughlin, CEO of 12touches.com, to talk about a simple way to stay top of mind without becoming a nuisance: send consistent, curated industry value that makes you useful even when nobody is ready to buy.

John shares how he built a newsletter engine that curates hundreds of enterprise IT articles each week, organizes them into clean topic buckets, and uses real audience click behavior to surface the most relevant stories. We get specific about why “built-in substantiation” matters for B2B sales and thought leadership, how separating vendor content from vendor-neutral coverage protects trust, and why a newsletter that stops after two issues can hurt you more than help you.

We also break down LinkedIn newsletters as a free distribution channel that behaves like email, stays opt-in, and becomes searchable on LinkedIn and Google. Then we zoom out into what the tech community is worried about right now: phishing and stolen credentials, AI agents probing systems, quantum computing implications for encryption, plus the very real infrastructure strain behind AI such as high-performance storage, GPUs, rack density, power, cooling, and water use in data centers.

If you want a practical personal branding and social selling play that compounds over time, this one is for you. Subscribe, share this with a sales pro who’s tired of “just checking in,” and leave a review with your biggest takeaway.

Thanks for tuning in to this episode of Follow The Brand! We hope you enjoyed learning about the latest trends and strategies in Personal Branding, Business and Career Development, Financial Empowerment, Technology Innovation, and Executive Presence. To keep up with the latest insights and updates, visit 5starbdm.com
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And don’t miss Grant McGaugh’s new book, First Light — a powerful guide to igniting your purpose and building a BRAVE brand that stands out in a changing world. – https://5starbdm.com/brave-masterclass/

See you next time on Follow The Brand!

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