Welcome to our September issue! In continuing our focus on The 16 Monumental Secrets of Guerilla Marketing–principles presented by Jay Conrad Levinson in his national bestseller GUERILLA MARKETING—“the third major marketing secret is to make your marketing CONSISTENT.” Conrad expands on this principle, stating, “Change your offers and headlines and even your prices, but do not change your identity. Don’t drop out of the public eye for long periods. When you are ready to market your product or service, be prepared to put the word out consistently. Consistently means regularly, and for a goodly period of time.” Consistency is among the key essentials to successfully marketing your business, but so many times this principle is not taken into account with as much gravity and strategy as it should be. Consider how you are currently marketing yourself and the level of consistency in your current campaign. Now, consider the reasons that you may be lacking consistency. Among the reasons, budget is the most common—there are a wide variety of options when it comes to spending marketing dollars and furthermore, cash flow isn’t always steady nor is the economy predictable. So, when making these decisions, take into account consistency and longevity if you aren’t already. Instead of splurging for the full page ad for one month; consider buying a smaller ad that runs every month for a full year. Instead of spending all of your money in one medium of advertising, consider spreading your message through several avenues. This will ensure that your message is consistently reaching your target audience. The main goal is to be in front of your current and potential customers regularly—to brand yourself and to garner and maintain top-of-mind awareness. Changing your approach to be more consistent should never be confused as a sales tactic employed by the marketing industry; it is solid advice for getting the most out of your marketing dollars and campaign long term. It does, however, require a more thoughtful and strategic approach to your marketing plan and the resolve and diligence to follow through with it over a significant period of time.
Conrad concludes, “Consistency breeds familiarity, familiarity breeds confidence, and confidence breeds sales. If your products or services are of sufficient quality, your confidence in your offering–more than any other attribute–will attract buyers.” I challenge you, our readers, to honestly evaluate this one factor and make an effort to improve your campaign if it is lacking consistency. If you are “getting the word out” on a CONSISTENT basis, I guarantee that you will see your business grow and prosper.
by Paige Zutavern, President
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