The Importance of Consistency
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, 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.
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