Tuesday, November 25, 2008

Marketing Simplicism and Consistency

Many times when thinking of marketing, a few dozen ideas evolve and we tirelessly endeavor to accomplish them all. Trying everything possible to promote yourself or your business is never really a bad thing, but may often lead to little time and effort put into each tactic; which of course leads to a lack of quality in your marketing works, generally leading to no one coming to see what you, your business or products are all about. Big budget companies have the ability to focus on 12 separate marketing tactics, because they can afford to hire 12 different teams to carry out each individual focus. More than likely you are in charge of marketing yourself and/or your business. It’d be nice to have a team of college-aged cronies to do your bidding, but that’s just not how things are… at least not yet.
What you can do, and should do, is decide two or three things that will best promote yourself and/or business. These marketing tactics should complement you, e.g. your strengths, likes, experience etc. Don’t decide to do more public speaking if you’re generally scared to do so.
Once you have decided which tactics to take on, step one is complete. The most important part, however is this: consistency. Let me say that again, bold it, and underline it, capitalize it and reemphasize it: CONSISTENCY!
Why is consistency so important? Well, it’s all about focus. Once you decide to continually do something, again and again, people are incredibly more likely to take notice of your marketing. Doing a marketing tactic once and never doing so again, will nearly always end up just disappearing into the void of advertising noise that already exists.
If something works, keep doing it. Keep doing it until it stops working. It doesn’t have to be the flashiest or prettiest, it just has to be done continuously, so that it will break through the clutter and into your customer’s brain. Whether you need to participate in blogs, go to networking conferences or just pass out business cards, do it like you mean it, and do it on a consistent basis.
If you’d like to a good read on focus, check out what Mark Victor Hansen, Roice Krueger, and James Skinner wrote in their book, Focus: The Only Challenge in Business:

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