The Honey Drop #18: Must I repeat myself? (yup, you must)

Marketing is like bathing your filthy toddler.

You gotta lather, rinse, and repeat. And repeat. And repeat... until you unearth the mud from those gross lil' toenails.

Or, in marketing, repeat that message until your buyer adds to cart.

Whatever your objective,?consistency is queen.

During a campaign or marketing cycle, your team might get bored of repeating the same messages over and over, but that's a good thing. Particularly when you're building brand awareness.

As shoppers encounter your brand across channels – through ads, owned media, social, emails, your website, retail and even word of mouth – each message adds up. By being repeating your brand's message, through different creative, you're doing the work to move folks through the funnel – from awareness to consideration to purchase.

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1/ COPY IN THE WILD - AG1

I've always been a fan of greens.

I even had a sprout-and-juice-my-own-wheatgrass phase.

But do I actually enjoy the tedious chore of eating buckets of dark leafy veggies every day? Um, kale no.

But I know their magical health properties. So enter Athletic Greens and their star product, AG1.

I bought the starter kit to give it a whirl. The bag o' greens, the storage jar, the scoop, the shaker... it's not just a nutritional supplement,?people, it's an?experience.

And it's actually quite enjoyable! Not too grassy. Just an itty bitty bit sweet.

BUT these greens ain't cheap.

And Athletic Greens knows it! So they know exactly what to do with their email marketing to move first-time buyers like me from trial to subscription. What do they do?

Repetition. Repetition. Repetition.

After I received my trial kit, I received a steady slew of emails with tips, testimonials, surveys, and suggestions. AG1 was all up in my inbox.

Here's a snappy email I received, inviting me to customize my green drink ritual.

The testimonials and visuals here are super effective. They show how versatile – and essential – this product is for so many folks. Social proof is a great way to help convert shoppers from casual buyers into committed subscribers.

And guess what I did this week? I renewed my AG1 subscription.

I had thought about researching other brands, but honestly, I'm lazy, and their consistent messaging?worked.

Big props to Athletic Greens for repeatedly showing up in my inbox, with the right messages at the right time.

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2/ QUICK TIP: show up, and show up again

Repeating your brand messaging needs to happen across every channel. Take a quick inventory and ask:

- Where does our brand need to be more consistent?

- What are touch points with our customers that we need to firm up? (Is it email, social, blog content, mailers, video?)

- Which one is the top priority? Which will we tackle first?

Then go to town and get consistent with your messages!

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3/ GIGGLES

"There is no need to repeat yourself. I ignored you just fine the first time.”

— Cross-stitched pillow

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Laters. Ciao. Peace. Adieu. TTYL.

Chrissy

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P.S. If your marketing group needs help getting your messaging ducks in a row, so that you can connect with customers consistently,?give me a holler.?We'll talk and see if I can help.