Charting My Course

Working with professional service providers and small business owners who want to do a better job
marketing themselves and their services.

Friday, December 28, 2007

Consistency In Your Marketing

Consistency is probably one of the most important concepts you can grasp to be successful in your marketing. A bad marketing plan done consistently will usually get better results than a great marketing plan done inconsistently.

Exercising is a great example of the importance of consistency. If you start going to the gym and exercise once a month, you probably won’t see very good results. If you start going three times a week, the chances are high that you will see results and feel better after only a few weeks. The same applies to your marketing. If you are going to a networking event every couple of months, then you probably will not get the results that you want. On the other hand, if you go to four networking events a month your chances of success will increase exponentially. Setting a goal of attending four networking events a month or to make five cold calls everyday or benchmarking whatever task you want to do on a daily basis towards improving your business will help you get consistency in your marketing.

One of the reasons for not being consistent in your marketing could be that you put too much on your plate on a daily basis. Some people like to feel they are “busy” and overwhelmed. The reality is that most of these people accomplish less because they are too “busy” and overwhelmed. Take a step back and discover what is really important. What one thing could you do today that would change the course of your business? If you do this over a period of thirty days, you will have done twenty key tasks that will potentially grow your business. If you do three things a day, that would be sixty tasks you would be doing every month towards reaching your business goals. Over a period of a year you would have done 720 tasks towards improving your business. Do you think that would change your business? When you are doing your daily tasks, make them challenging but not overwhelming. For example, if you are just starting to cold call, don’t tell yourself you will make 100 cold calls today. Set a goal to make 10 cold calls. Your chances of success are greater and your chances of becoming discouraged decrease. Doing this one thing will help you become more consistent in your marketing.

Another obstacle to being consistent in your marketing is procrastination. 80% of all decisions that you make in your business should be made immediately. Learn to trust your gut. Look inside yourself and try to find the root of your tendency to procrastinate. It could be a fear of failure or it could even be a fear of success. Maybe you just don’t have the right systems in place to do proper followup with potential clients or to benchmark your strategies. Find the root of your procrastination and get it fixed today. It could be costing you hundreds or even thousands of dollars in lost revenue especially if you are procrastinating on following up with potential clients.

In conclusion, always be aware of what you are doing on a daily basis and don’t put too much on your plate. Find a few simple things you can do every day to get better results from your marketing efforts. Realize that whatever marketing tasks you choose to do should be done consistently in order to see the results you desire.