It doesn’t take a marketing expert to recognize the importance of consistency. Whether you’re sharing your message in print, in posts, or in person, it’s crucial that you’re sharing the same message about yourself and your business. This does not, however, mean you should be saying exactly the same thing over and over again.
When my daughters were younger, we loved watching SpongeBob. And despite being in their teens (the age at which they know everything and find the idea of doing anything with their parents simply appalling), we still enjoy getting our fix of nautical nonsense together. But there are some episodes we’ve seen so often, they just don’t pack the punch they used to. We look up from our phones and smile because we know where the funny parts are. But we’re not on the edge of our seats waiting for what’s next. We’re not engaged. We’re barely even paying attention.
The same thing happens when a person delivers the same elevator speech, 60-second commercial, or sales pitch again and again. People hear you, but they’re not really listening. They’re not eagerly anticipating a new story that will give them a clearer vision of how you help people, and why. They can recite your words, but they can’t explain your meaning. They might refer you based on your profession…but will they recommend you based on your passion?
We all want to be rock stars. But while singing the same song over and over might get people interested in the music, singing new songs about the same thing gets people interested in the musician and eager to hear what’s next!