The Importance of Consistent Messaging

Fourth Article in the Series:
Marketing that Works

Last week we looked at one component of earning mindshare with your client and that was creating a consistent message or brand. The other component is to message consistently. It is great to have a nifty logo and great name, yet if your prospective client does not encounter your brand on a regular basis, then you will have invested too much in graphic design!

Getting your message out is the key. This is about repeating your message over and over again to your Prospective and Ideal Clients. Lest you wonder where the creativity has gone, that is exactly what I mean here. It is the same message (your brand, your identity, what you are known for) yet spun differently and through different modes so you are consistently reaching those who need and value your services. Are you getting the idea here?

You want your Ideal Client and Prospect to be encountering you and your message on a regular basis. Advertising used to be the primary way of achieving this. Yet with the advent of e-mail and the web, there are many cost-effective ways to share your message. The way you share your message has changed as well, for most professions. Today it is about educating and informing your potential clients. Position yourself as a resource and the expert to help solve their problems.

You can accomplish this by writing a blog, sending a newsletter and hosting educational events. You can include guest speakers at your events or host interviews with experts relevant to your client base. You can publish case studies, speak at a community or professional event or host a workshop. For those gifted with the written word, you can publish a book.

Choose a combination of these and other methods to consistently get your message out and get known as a resource to your potential clients and their community. Start now and begin writing down ideas for communicating your message. If you are wondering which method would work best for you, look back at the work you did around Strengths and choose a method that complements your natural talents.

Previous PostNext Post

Share this Post