One of the major reasons that small businesses (and large businesses) do not have success with their marketing is because they don't apply the principle of consistency to their marketing strategies.
Many people have a skewed view of marketing - they associate it with big-time advertising - which often looks sexy, fun, spur of the moment, like the much-anticipated commercials that air during Super Bowl.
It took millions of dollars and many, many hours of work to produce that splashy 30 second commercial.
Everyday marketing is not usually something sexy or over-the-top.
Don't get me wrong - I'm not saying that marketing is boring and uncreative...I love marketing and have spent 20 years in the marketing business!
But what I am saying is that true success for a company comes from consistent marketing efforts - not from one-time flash-in-the-pan tactics.
Doesn't sound so exciting does it? And that's where a lot of small businesses and entrepreneurs fall down. They don't want to spend the time...they want quick fixes and easy answers. In this world of instant gratification, we get lulled into thinking that marketing success lies in the latest showy new thing that catches our eye.
It doesn't really matter what grabs our attention away - the fact is that 99% of the time, it takes consistent work (I'm not saying hard or boring) to make you and your company a success.
What does consistency look like? Well, it encompasses activities like planning and scheduling and actions that are taken every day, week, month, year. I know that lots of people are cringing when they read those words, but we need to change our mindset about plans and schedules and calendars and systems. They don't sound glamourous but they are actually the key to your success and also to marketing easily and effortlessly.
Consistency builds momentum and momentum means forward movement. That's what we all aspire to as small business owners - move up and forward. Whether this means more money, more exposure, more leisure time, more opportunities - success for each of us is defined differently.
But I do know one thing - if you don't market consistently, you're not going to achieve what you desire.
By all means, keep an eye and ear out for exciting new marketing tactics but before you spend money and time on these one-offs, make sure that you have built a marketing system that is consistent.
This way you'll bring in business, profits, and clients consistently - now doesn't that sound sexy?
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Jody Gabourie, The Small Business Marketing Coach, teaches simple, innovative and powerful marketing strategies to help business owners find and keep their most profitable clients. To learn more about how she can help you take your business to the next level, and to sign up for her FREE special report, ezine and articles, visit her site at http://www.JodyGabourieMarketingCoach.com