“Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.”
– Bruce Springsteen
Content is king, but consistency is the key to any business wanting to stay afloat for more than a couple years.
You can’t sell a shitty product and it’s becoming increasingly difficult to sell a good product with all the noise and competition in the current market. Funny thing is, everyone believes their product is good. Of course you would, why the hell would you go to market if you thought you had an undesirable product or service?
Here’s why good products die:
- Your market isn’t big enough to sustain your product or service (For example: you’re a personal stylist for retirees. You know how many retirees give a shit about their style? Not many. You know how many will pay YOU to be their stylist? 0.00)
- A HUGE multi-million or billion dollar company already offers what you offer (there aren’t too many business instances where David beats Goliath)
- You don’t market your product consistently
I’ll use the same adage I used before: Just because you build it; doesn’t mean they will come. You need to get your message out to the masses (or as many people as you can afford) over and over and over again. Whether it’s the neighbourhood your business is set up in or the entire city – you need to bang your drum and bang it loudly and consistently.
This is going to sound a little weird, but most business owners market their product or service as if they were a drug user. As an owner – you’re looking to get high and sustain that high for as long as possible. Unfortunately, most business owners are junkies. In the beginning, you shoot up every now and then (I GOT A BIG SALE ON THIS WEEKEND! LOOK AT THIS GORILLA! THE BOSS IS AWAY SO YOU SAVE A TON OF MONEY!) and get a BIG high, then you hit bottom. So, you shoot up again and again and again and again until it’s more difficult to get high because your body aka customer is building a tolerance. If all you do is “one-time” and “prices will never be lower again” sales your customer will catch on and leave you broke or dead. Sorry junkie.
The intelligent business owner understands consistency. It’s not about quick shots in the arm; it’s about consistent traffic and cash flow. It’s kind of like working out. You have to go the gym 3 – 5 days a week, 52 weeks a year. When you start out, you probably won’t see results for a few months. Then all of a sudden, you start seeing biceps and what appears to be abs. Then you realize it’s just as difficult if not MORE difficult to sustain that level of fitness and physique. When your business gets to the top; it’s just as difficult staying there as it is working your way up from the bottom.
Think of your marketing like you think about getting abs and biceps. Put in the work and put it in consistently. If you don’t, you’re wasting your time and money.