I COULDN'T DISAGREE MORE: "Consistency & frequency of your message matter more than the creativity of your message."
I am a big fan of Keller Williams 33 Touch Campaign and believe that business is your database and your database is vital to easier sales and referrals. After all, when someone already knows, trusts and likes you, it's easier to sell them more, more often.
But this morning I came across this statement:
Consistency & frequency of your message matter more than the creativity of your message.
I had to stop right there and write this blurb because I cannot more strongly disagree with that statement. The creativity of your message is a reflection of your brand and your brand is a reflection on YOU. If you throw crappy postcards and low grade email messages out to your network just to rack up "touches" you're damaging your brand and bringing your own standings in the community down.
Your clients and A list network are PEOPLE first and business owners/prospects second. People are used to seeing a high level of creativity in advertising messages. They see it on Instagram and every other social and mainstream media out there.
If your brand looks low end, sloppy, boring, or like its only job is to sell, then stop doing it.
The people who get your messages will connect the quality of your marketing with you. Crappy marketing, crappy company. It's really as simple as that.
Your goal in all your client and A list network touches is to delight. To be a ray of sunshine. Not to be a dead eyed touch or a check mark on a list.
I could rant about this all day but instead, I invite you to strongly test every client and A list network touch. Ask yourself, "Is this delightful?", "Would I like to get this?", "What does this piece say about my brand?", "Does this piece talk more about me and than them?".
Touching clients and your A list network is the best and easiest way to build your brand. But suggesting that consistency and frequency of the message is more important than the creative is just plain wrong.
(And PS if I'm on your list of past clients to stay in touch with, please only send me materials that make me smile :)
Often consistency and frequency can keep you moving forward but.... if one sees the same thing repeatedly they will tend to ignore and discard. Creativity and a fresh, evolving, stable base to ground your key purpose around provokes interest with a connection. This captures, informs and educates your potential audience.
IIMB | Neither Diamond, Nor Raymond ??????
6 年Only a Sound Mind can Build a Great Brand ??????
gans.einfach:machen
6 年Stephan Frühwirt hier würde ich deine Meinung gerne zu wissen. Ist es nicht das Zusammenspiel aus infrastruktureller Technik oder sozio-kultureller Nutzung?
You cannot rely on one without the other. It isn't zero sum.