Were you expecting me to say, “Cash Is King”? Well, here’s what I know: Your business will have a lot more cash if you provide your customers with a consistent experience every time. It’s a topic Carol explores in a recent post on MasterCard Biz titled “The Key Differentiator in Business Success? This.” Carol begins:
“What is the difference between the companies with staying power and the ones that don’t succeed? More often than not, it’s consistency.
Now, I’ll be the first to tell you that growing a business isn’t a quick-and-easy thing: it’s a slow slog a lot—if not most—of the time. When you launch your business, you’re filled with excitement and may overcommit to multiple channels of marketing and innovation. In my experience, it’s better to do a few things well and consistently than to do many things sporadically.
Marketing success comes from consistent messaging over time.
Consistency is what makes your marketing work. Prospective customers need to see your message multiple times before they buy. The theory used to be that prospects needed to see your message seven times before they made a purchase, but these days with all of the noise in the marketplace, I have seen numbers as high as 30!”
You can read the rest of the post here.