Beach Walk Insights - Volume 2, Issue 1 - Play time 3m 2s
In previous BWI videos I stressed why consistency should be incorporated into every aspect of your business. So it might not surprise you, that when it comes to marketing, I once again urge you to be consistent.
One of my biggest marketing lessons came from a humble ball-cock valve - the same valve that regulates the water level in your heating system. In the UK we pay for the amount of water we use, just like gas and electricity supplies. A while back I was staggered to discover that my 6 month water bill was double the amount it normally is. I assumed there must be a leak somewhere, and after a thorough search I discovered a ball-cock valve that wasn't closing fully - allowing a small, consistent drip.
This small, consistent drip, 24 hours a day, for six months, was enough to double my bill. What's the lesson here? If you deploy this same consistency in your marketing you're more likely to see a return on your investment. Your efforts and expenses don't need to be huge, but, like the drip, they do need to be consistent.