The Courage to Commit: How Consistency Transforms Marketing Results

Are you a chicken when it comes to advertising? What I mean is, do you get scared when your marketing and advertising efforts don't produce immediate results? That's a common experience among business owners. I learned about this concept of the "chickening out period" from Roy Williams, the Wizard of Ads, during my time in radio sales. Most radio advertising campaigns are sold on 18-week schedules, which can be challenging because radio is more of a long-term commitment. In 13 weeks, it's hard to see significant results unless you're running a very specific type of sale, like a car dealership event with eye-catching promotions. However, that's not the true goal of advertising. The aim is to win the heart of your audience and become their first thought when they're ready to make a decision.

This requires consistency over time. Instead of chickening out, the key is commitment. Are you committed to your message, your market, and maintaining your presence in one medium until you dominate it? Effective marketing gains traction over time. You must view marketing as a marathon, not a sprint—despite the allure of new social media platforms and the fear of missing out. This perception of necessity is a myth; your audience is everywhere. Roy Williams taught me that the right message can turn many into the right audience.

As I’ve marketed my own business, I’ve emphasized message, brand, and consistency for a long time because it works. Consistency is one of the most crucial elements in advertising. You need the courage to choose your media channels and communicate your message day after day. Even when it seems ineffective, it is making an impact. It's about reaching the 67% of your audience who may not need your services today but might need them tomorrow. Will you be their choice, or will they go to a competitor who was more visible at the right time?

By being consistent, you'll capture a significant portion of the market, see steady business growth, and move away from the revenue fluctuations caused by only chasing the immediate 3%. Consistency ensures you not only capture that immediate interest but also attract the larger percentage over time. This approach is the key to success. So, move past the fear of immediate results. The most successful advertising campaigns are long-term, becoming more effective the longer you stay committed to your message and audience.

If you have the courage to take this approach, let's have a conversation. We'll help you craft a compelling message, create a standout brand, and authentically engage with your audience, capturing their attention and growing your business over time. I'm eager to partner with brave business owners ready to embrace this journey.

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