Posts tagged #Consistency

BWI Video: Why Consistency is Essential in Your Marketing

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. 

Posted on January 9, 2015 and filed under BWI.

BWI Video: If It Isn't Tested, It Doesn't Work!

Beach Walk Insights - Volume 1, Issue 27 - Play time 2m 36s

When I worked at IBM's research laboratory in Southern France, I used to work closely with a team of software developers. They were really clever people and their job was creating a software tool that could be used to test the quality of other programs, produced by other development teams. It sounds just as complex as it was.

Here's the punch line. The teams I worked with all used to wear tee-shirts with this saying printed on the back:

"If it isn't tested, it doesn't work"

A simple enough statement, but how many times have you seen this rule side-stepped? I challenge people all the time with this - my colleagues are sick and tired of hearing me say it. 

Many people dislike the process of testing their work, whether it's proof reading a document or finding bugs in software. Who would you rather find the errors: you or your customer?

The message is: don't skimp on testing. Find the resources to do the job properly. Work to a consistent and high standard. You've heard me banging on about the importance of consistency in other videos - and testing is an important aspect of ensuring consistency.

Next time you produce something, test it. Because until you do, it doesn't work.

Posted on December 12, 2014 and filed under BWI.

Great Communicators: Alistair Cooke

Beach Walk Insights - Volume 1, Issue 26 - Play time 2m 05s

Lots of people gathered around their radios every week to listen to Alistair Cooke's 'Letter from America'. The longest running radio show to date, for 58 years each was as articulate and as well scripted as the previous. Although on many different topics - like these videos - each fitted a common format.

Alistair Cooke started 'London Letter' when he lived in England. Initially it was a weekly broadcast for NBC. He moved to America in 1937 and established a relationship with the BBC overseas. A forerunner of 'Letter from America' was broadcast intermittently from 1938 until interrupted by the outbreak of World War Two. The programme we recognise as 'Letter from America' started post hostilities, and 2,869 episodes later, Cooke's 15 minute weekly broadcasts have left a lasting impression on many.  

Alistair Cooke's 'Letter from America' was remarkable in many ways, however, consistency was one of its hallmarks. Mark LeBlanc, is a fellow speaker and highly respected business colleague of mine, and he puts it like this:

"Consistency is the card that out-trumps every other card in the deck."

I'm sure you've heard, "start now, use what you have, do the best you can". Do that. Then do it again, and again, and again.

Enough said. 

Posted on December 5, 2014 and filed under Great Communicators.