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When it comes to exercise, everyone knows that consistency is key. While occasional exercise is better than none, it takes consistency to get and stay fit. That’s why I’ve got a gym membership, a big collection of exercise DVDs, and a comfortable pair of walking shoes on which I log around 15 to 20 miles a week. I don’t want to let any obstacles or excuses get in the way of achieving my fitness goals.

Marketing is a lot like exercising. If you want to reach your goals, you’ve got to consistently get out there and actually do it!



CONSISTENCY IS KEY


How consistent are you in your marketing efforts? After all, it’s not enough to plan – you also need to do. In fact, to get the best results, you need to have:

  • Consistent branding – To make sure that your customers can recognize you, all of your marketing materials need to have a unifying look and feel.
  • Consistent messaging – Once you have determined the main things that you want to communicate to your prospects, your written marketing materials all need to reflect this. For example, the main messages of the Choose Print campaign are that Print Delivers Results and Print Promotes Forests. These messages are front and center on the website, brochure, articles and postcards, and other elements of the campaign.
  • Consistent strategy – In marketing, a prospect often needs to see or hear your message many times before he or she will take action. That’s why if your strategy is to use a particular marketing vehicle, you need to stick with that vehicle long enough to give it a fair chance.
  • Consistent action – Making things happen requires action. Once you have created a marketing plan, you need to schedule time to put your programs in place. Put it on the calendar. Literally. Pressed for time? Find ways to simplify your marketing efforts, such as making it a quarterly project instead of a daily headache.

  • Consistent follow up – They say that showing up (i.e. consistent action) is half the battle. If your marketing program is designed to bring in leads, then following up is the other half!
  • Consistent quality – If the quality of your product or service itself isn’t consistent, you can bet that your customers will be extremely consistent about quickly spreading the bad news.


CUSTOMER SPOTLIGHT: KEVIN COSS DESIGNS

Want a cool but subtle way to add some personality to your wardrobe when you’re wearing a tie? Looking for the perfect gift for a man in your life? I’ve got just the thing for you. My son Kevin, who is studying Industrial Design (i.e. product design) at Cal State Long Beach, has designed a line of custom made tie clips that are getting rave reviews from friends and strangers alike. You can check out the entire product line at www.KevinCoss.com. And if you decide to order, be sure to tell him Mom sent you!



What Others Are Saying

"Each time I work with Linda, I am reminded just how well she understands marketing. Linda understands the principles of marketing on a psychological level. She sees the bigger picture. She is pragmatic, insightful and incredibly fast."

Kristine Putt,
Owner and Brand Identity Designer, Paragon Moon