Relevancy Rules and Rectifiers

The point

Everything that flows from you is all about relevancy. Every interaction can build or screw up relevancy: relationships, you either nurture them, or prune them, or they just erode.

Jay Abraham · Two Day Rapid-Result "Instant Immersion" — Day 1 Cued to 4:56:53 2 min 30 sec loading…

Why it matters

In your records is a client who used to answer the same day and now takes a week, and you have decided they got busy. They did not get busy. You stopped being relevant to them. Half of businesses never revisit who they target, so half are still addressing a person they described years ago.

Relevancy is not a mood or a brand attribute. It is the plain meaning of the word: closely connected, appropriate, germane to the matter at hand and to the person in front of you. Every interaction builds it or erodes it: what you do or fail to do, what you say or leave unsaid. There is no neutral exchange, and untended, even a strong relationship erodes on its own.

Watch what happens when relevancy is engineered rather than hoped for. Microsoft built an ecosystem of resellers and integrators who wrap its technology into a customer's outcome, and roughly ninety-five percent of its commercial revenue flows through those partners rather than its own sales force. It did not become relevant by talking more, but through people already standing beside its customers.

Map who is relevant to you, clients and prospects and team and vendors and advisors, each measuring you by a different yardstick. Nurture the few that matter most, prune the ones quietly draining you, and stop taking clicks for the substance underneath. Then rectify: continuity inside a network fortifies every tie, and authenticity, carried by storytelling, lets people stop guessing at your why.

The mistake almost everyone makes

People treat winning someone back as a campaign and send one warm note to the whole lapsed list at once. A broadcast proves the exact charge against you: you never learned what this person measures you by, and you still have not.

The test: Name the last thing you sent one lapsed client by name. Could a stranger read it and tell it was written for that person rather than for a list?

Where it shows up — 8 worked examples

Who	What happened
The Entrepreneur Association (Jay Abraham)	Repackaged an archive of monthly business-opportunity analyses into startup manuals and themed collections, turning a roughly one-million-dollar business into nine million more a year.
The Porsche Dealership Buyer	Used an overlooked demo-car rule to sell $75,000 memberships to drive a new Porsche every year, raising roughly two million dollars before owning the dealership.
Tupperware (Brownie Wise)	Moved Tupperware off the silent store shelf into the home party, where demonstration, trust and social proof turned a commodity container into a clever solution.
Booking.com	Built one of the largest experimentation cultures, discovering the causes of conversion faster than any rival could rather than guessing its way to higher conversion.
MercadoLibre	Solved payments, logistics, credit and advertising together, so each piece it built made the other pieces more valuable.
Morgan Stanley	Applied artificial intelligence so advisors could retrieve its vast internal knowledge base mid-conversation, freeing them to interpret and advise rather than search.
NerdWallet	Built a vast library of financial guides and calculators that capture consumers at the exact moment they research a money decision.
Mitchells / Richards	A one-store clothier in a town of 28,000 kept a record on every customer and greeted them by name, reaching $65 million a year.

What it solves

The words a business owner uses for this before anybody has told them the name of it. If one of these is a sentence you have said out loud, this is your strategy.

The account that stopped calling back“Our best account from two years ago still renews, but nobody there returns my calls, and I honestly cannot say when that changed.”Gives you the plain reason a warm account cools, untended erosion rather than offense, and a five-letter rectifier you can send in the next seven days to reopen it.
Still selling to a customer who moved on“We are still writing to the customer we described five years ago, and I cannot remember anyone checking whether that person is still out there.”Sends you back to who you actually target, since half of businesses never revisit it, and gives you the yardstick that tells you whether that person is still the one you are writing to.
Engagement that never becomes a conversation“We post constantly and the engagement numbers look fine, but none of it turns into a conversation with a person who actually buys.”Separates the feeling of relevance social media hands you from the substance underneath it, and puts authenticity where the clicks were, so people stop guessing at your why.
The same update sent to everybody“I send the same update to clients, vendors and my own team, and I cannot tell which of them it is landing with.”Maps clients, prospects, team, vendors and advisors as five different yardsticks, so you know what relevancy means to each of them before you write to any.
Called in after the decision“My clients only call me once something has already gone wrong, and by then the decision that mattered was made three weeks ago without me.”Puts you back inside the decision by making you continuously relevant inside their network, since continuity within a group is what fortifies every tie you have in it.
The relationship nobody tended“Nothing bad happened with them. We simply stopped talking, and now reaching out after fourteen months feels like it would be awkward.”Names erosion as the default state of any untended relationship, and gives you the rectifiers, continuity and storytelling, that win back people you never actually lost.

The challenge

Write five letters nobody else could receive

Pull the five people who mattered most to you two years ago and have since gone quiet: a client, a prospect, a former team member, a vendor, an advisor. For each, write down what relevancy means to them specifically, in their yardstick and not yours. Then send five separate messages in the next seven days, each referencing something only that person and you would recognize, and asking for nothing at all. No template. No list. Five letters, five different reasons for writing.

How you will know it is done All five are sent within seven days, and your pod can read any two and tell which person each was written for.

The AI layer · second pass

Once this is working, here is what to multiply

Improve the system first. Then multiply it. This panel is the second run at the strategy above, and it is deliberately useless until the first run is done.

Before you point anything at this You have revisited who you actually target, and pruned by hand the relationships quietly draining you.

What it multiplies Noticing which ties have gone quiet before they erode past recovery, and holding the different yardstick each client, vendor and advisor measures your relevance by.

The trap Manufacturing the feeling of connection at scale, which is exactly the trade social media already offers. A greeting a machine wrote to a person nobody chose is not an acknowledgment; it erodes the tie while reporting that it was tended.