I am not much of a late night TV person, but I was on a bit of a Craig Ferguson kick for a while. When you have a job that doesn’t get you home until 11pm, these things can happen.
One night, I tuned in while David Letterman was signing off, and he said something that stuck with me:
“See you tomorrow, everybody!”
That’s it. Simple, right? But he really is going to be there tomorrow. Maybe it’s a rerun, or it might have been recorded the day before, but he and his show will be broadcast tomorrow. And the next day. And every weekday. He’s going to be there.
That’s how you build an audience. Not being there every so often. Not from being there sporadically.
You set a schedule and you show up. And when you show up, you deliver.
It doesn’t have to be every day.
It doesn’t have to be every week.
It doesn’t have to be your best show ever.
But you have to show up. You have to ship, and do it regularly. You have to be there when your audience expects you to be. You have to be there when you say you will be. You have to be there again and again.
Whether you like David Letterman or not, he is a professional that has worked consistently for years. He hasn’t been without a Late Night show in over thirty years. He shows up, and he ships.
Take it from a guy like that. Show up, regularly. You will be rewarded for it.