Consistency Is the Key to Your Success

When speaking about marketing to business owners, I am often asked if there is a secret to successful marketing. Without fail, I tell them yes, there is, and then I ask them if they market their businesses. When they say yes, I ask how frequently and what they had done in the past month. All too often they respond by saying, "Well, I haven't done anything lately, but ...." What they are really saying (whether they know it or not) is that they aren't marketing.

Marketing, to be effective, needs to be applied consistently. Of course, your target market has to be valid and your message has to resonate with that market. But unless you are consistently in front of your prospects and clients, you very well may be wasting the time, money, and effort that you are putting into it.

The key to marketing consistently is creating a marketing plan that utilizes the strategies and tactics that you can employ consistently. However, companies often put their time, money, and effort into plans that can't be implemented regularly. It is far better to scale back your enthusiasm at the outset and devise plans that you can and WILL carry out consistently. Only then does your marketing have the potential to move your business forward as it should.

Okay, have I used the word consistently enough?