I've just got back home after my (now resumed) annual pilgrimage back to my North East roots to see the South Tyneside International Magic Festival.

It was somewhat reduced this year, and a lot less international for obvious reasons. But it was great to see some live entertainment. And especially great to see my old friend (and officially the world's most generous man) Norn.

We did our usual pre-show curry in the Spice Garden and after-show drinks in The Marine. 

I must admit to having a bit of a “moment” looking round The Marine. It kind of felt natural and comfortable to be there. I've been going for 18 years now but after missing last year for obvious reasons I'd wondered if I'd ever be back.

I'm someone who normally values novelty. I'm forever trying out new flavours, new TV shows, new marketing techniques.

But there's also something wonderful and reassuring about the familiar. About old friends. About being able to relax knowing you're in good hands.

I think the best marketing manages both.

Regular communication – like this email – gives you a chance to add value and build credibility.

But just as important is that you're also growing familiarity. Becoming an old friend in the inbox. Having your subscribers feel safe in your hands. 

When they feel safe, when they know you do good stuff, you can begin to experiment and try new things. Share new ideas.

(My life changed when the Spice Garden first introduced me to chilli naan for example ;) )

Your first job then, is to build that familiarity. To be a trusted friend. And that only comes from regular communication.

– Ian

PS – bonus tip: if you're struggling for something interesting to write about, write about something interesting that happened to you in the last few days no matter how “off topic” it seems. There's always a useful lesson to be learned from just about anything.