Consistency, Repetitiveness, and Patience Are Essential to Marketing Success

Many of my clients may get tired of hearing me repeatedly tell them about the need for consistency and the results it offers. But that's okay, as long as they heed my advice. You may have seen my other articles and blogs about consistency on several occasions. I hope that's okay, too, because I'm going to write about it again.

A while back, I saw a commercial for Holiday Inn. Featured in the commercial were the "host" and baseball Hall of Famer, Cal Ripken, Jr. The commercial's message was about consistency. And what better icon to use than Mr. Ripken who played in a record 2,632 consecutive games.

The next day I was reading the sports section of the "Providence Journal" and noticed a headline that read, "Consistency, Repetitiveness, and Patience." This headline could have been in the Business section. Oddly enough, it was actually for canine competitions. However, it gets right to the heart of marketing a small business where the owner has to be consistent, market repetitively, and also be patient for things to start happening.

You would think this is an easy concept, but it goes against the grain of many small business people. Too many lack the focus and discipline to be consistent. Consequently, their efforts are less effective and do not return the desired results.

Just as many businesspeople change their marketing too soon. Some are easily bored and want to employ a variety of tactics. Others are too impatient to wait to see results from their marketing efforts. If they do not get an immediate response, they move on to something different. Just like the group of inconsistent businesspeople, these are likely to experience lackluster results.

So there you have it ... consistency, repetitiveness, and patience are essential -- whether it is in the dog world or the dog-eat-dog world of marketing a small business.