In marketing, consistency is king.
Both consistency of the message as well as consistently being in front of your audience.
It works like this…
Through your initial marketing efforts, people will learn that that you exist. With repeated exposure, they'll learn that you are stable. With even more repeated exposure, they'll assume you're successful.
And the last few months have really rammed home this point for me personally.
We’ve had a large influx of new clients through this newsletter you’re reading.
And when I’ve asked them why they chose us, there were two main reasons.
“You are consistent” and “You provide great value in the stuff you write”. Which ultimately led them to believing we can help them achieve better business results.
The interesting thing is that none of these sales were “instant”.
A new client commented that he’d meant to call for about 9 months but other stuff kept getting in the way. Another was on our list since November 2008. And another had been receiving our stuff for 3 years before taking action – when the time was right.
Just brings home the point that people will buy when they’re ready – and perceive a compelling need to take action. Your job is to be there when this happens.
So what’s the mechanism at play here and how could you replicate it?
It all start with the Biblical saying, “As you sow so shall you reap”.
You have to sow “knowledge” by educating your audience, being free with your advice and giving of yourself. Then water and fertilise by being “reliable”. And eventually harvest “trust”. All the while remembering that there’s always a time delay between sowing and reaping.
Now I should point out there are many ways of doing this.
Like us, you can write articles on your chosen topic and send them out regularly. (If you hate writing and/or don’t have the time, we can do it for you…)
And you can attend networking functions, give talks, run seminars, be interviews on the radio/TV, run teleseminars and webinars, engage in social media such as Linkedin and Facebook etc., etc.
(Once again, we can help you with creating and presenting talks, your elevator pitch for networking and even how to run teleseminars and webinars)
However doing something ad-hoc is a complete waste of time.
Take a common issue with networking…
I’ve been involved with a number of groups over the years. And I’d often hear from casual attendees that the group wasn’t working for them – they weren’t getting any business.
The reason was simple. They didn’t turn up regularly. They never put up their hands to volunteer to help the group growing and running. And they “expected” that people would come to them and want to give them their business!
It just doesn’t work that way.
No matter what form of marketing activity you undertake, there are no shortcuts! The key is to be consistent, take a leadership position and make yourself an authority on your subject – someone who commands respect in your chosen field.
That way, over time you will get all the business you want.
Rashid.
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