Why consistency matters — Kelford Labs Daily
In the same way, in the same place.
“You cannot chop a tree in two by hitting every time in a different place.”
— Claude C. Hopkins
The effects of marketing are cumulative. They add up, but they almost never work immediately.
That’s why it’s so important that we keep at it, stick with it, and stay consistent.
Just because a prospect sees multiple messages from us, that doesn’t mean those messages are working together.
As Rosser Reeves pointed out in 1959’s Reality in Advertising, “Changing a story has the same effect as stopping the money.”
Which means, changing the focus of our marketing can undo what we’ve done before by confusing our prospects about what we actually do.
If we want them to find us credible, we’ve got to be consistent.
So stay focused.
And stick with it long enough for it to work.
Kelford Inc. shows entrepreneurs the way to always knowing what to say.
