Marketing Materials That We Need

All your marketing materials need to have are a consistent look and feel, so people recognize you time and again, then a consistent message, so people remember what you do, who you do it for, and why you are better or different from the competition. A consistent delivery schedule, so people see your name and message often enough to recognize you, remember what you do, and have you at the top of their mind the next time they need what you offer.

Unfortunately, businesses that are guilty of Random Whim Marketing rarely have any kind of consistency at all. Instead, they simply do a little marketing or advertising whenever it is convenient, they have some extra cash, or an opportunity or idea presents itself. The local newspaper is having a special on advertising this month…You go for it. You get tired of looking at your logo…You change it. You start a quarterly newsletter…It goes out twice.

Or maybe you are one of that people who always have the next great idea, but rarely finishes implementing the last one before you are off to something new…? Unfortunately, when you engage in Random Whim Marketing, your target customer never has a chance to recognize, or get to know, you and your business.

Every time they come into contact with you, your marketing, or your advertising is like the first time all over again—either because too much time has passed, or because nothing looks the same so they simply don’t recognize that the materials came from you. The end result is…There really aren’t any results. Because there is no consistency at all. You are just pouring money down the drain.

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