Consistency Always Matters
From parenting methods to marketing efforts, consistency is critical. Think of your exercise regimen or diet, and how much more effective it is when you stick to it. The day that you skip your workout, it makes it all the easier to continue skipping. You’ve been there, so you get the idea.
Consistency yields success. Let’s repeat it one more time. Consistency yields success. Did it sink in? You surely know this, but in all likelihood you aren’t following this doctrine.
Now, let’s talk marketing. A marketing strategy serves as a guide to ensure that your marketing is carefully planned and thus generates results. Being consistent is vital to marketing. Okay, so you can’t be consistent in everything, and I don’t expect you to be. So pick you battles, and hire others to help you with everything else. If you aren’t consistently following up with leads, hire someone.
As the saying goes: If you’re persistent, you will get it. If you’re consistent, you will keep it.
Whether you are a big business or a small business, you will benefit from the unwavering commitment to keeping your marketing consistent. It is that strategic commitment to your brand and marketing that will be your secret to success. While a creative campaign is sometimes viewed as the best way to generate business and marketing success, creativity is only one piece of the puzzle.
How exactly does consistency help?
- Molds your audiences’ perception– The way your audience sees your company can be shaped. By being consistent in your marketing and branding, you can help your audience perceive stability, trust, and professionalism.
- Eliminates brand confusion– Having a consistent brand instills confidence in your audience. If your marketing material is always changing, your audience won’t know who it’s coming from.
- Sends your audience a message– Aside from shaping perceptions, consistent marketing efforts also help create the impression that you are focused, deliberate, and serious.
- Establishes a dependable standard– When your message and brand are consistent, your audience knows what to expect.
I must warn you, don’t confuse consistency with boring repetition or with constant changes. You might feel that with every direct mailer that you send you must change your message, your concept, and creative— but that would weaken your effort. Once again, remember the secret to marketing is consistency.