Be Consistent and Persistent


One of the fatal flaws of marketing is that when business is brisk, many mediators tend to slow down their marketing efforts. Then when business slows down, these mediators feel the urgency to redouble their promotional efforts. This is a bit like applying the brakes as you climb a hill, then accelerating on the way back down.

The preferable – and ultimately low-cost – technique is to market consistently and persistently at an even keel. Be the tortoise, not the hare. The marketing seeds that you sow in the times of brisk business will come to flower when economic downturns tend to slow down business generally. And you will not waste marketing dollars in times of economic downturn by over marketing at a time the return on those investments is much less. Spread it out evenly. Be consistent and persistent.

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