Consistency Part II

In an earlier article I talked about consistency being key to your marketing success.  I was talking about the definition of consistency as steadfast adherence to the same principles, course, form, etc.

However, there is a second definition of consistency that is just as important for your marketing solutions.  Consistency also means:  agreement, harmony or compatibility, especially uniformity among the parts of a complex thing.

Why is this so important to your marketing and business? 

Because one of the mistakes I see small businesses make is that their marketing doesn't have a unified theme or approach to it.  The marketing strategies and their marketing message seem to be all over the place and it's hard to nail down what exactly they're promising to help their clients with.

Your marketing system can be quite complex in that it's made up of several different parts.  For example, there's marketing tactics for building your list, getting referrals, gaining credibility as a speaker, doing follow-up, and so on and on!

For all the different parts of your marketing plan, there still needs to be a consistency that runs throughout it.  You want to ensure that all your marketing communications and tactics are in harmony and agreement with each other – that it is all working together and building upon each other.

What exactly does that mean?

Well, it means for starters that you have a clearly defined marketing message where you (and therefore your prospects and clients!) are specific and crystal-clear about who you are marketing to and what you can offer them.

Then you use your marketing message as the basis for all your communications:  voicemail message, business card, brochure, website, ebooks, free reports, workshops, teleseminars and so on.

Being consistent in your marketing also means that you use marketing vehicles and tactics that complement and build on each other.  There will always be opportunities that come up which are very interesting and cool.  But before you spend the money to have an ad in that new magazine or the time to participate in an exciting workshop, make sure that it furthers your marketing and business goals.  Is it aimed at your particular target group?  Does it reflect the same kind of philosophy and image as you and your company?  What is the desired outcome from participating or doing a specific marketing tactic?

When you have a consistent plan of action and a consistent message then your marketing strategies will be that much more powerful and move you forward that much faster towards fulfilling your goals, projections and dreams.