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  • Writer's pictureStan Awtrey

Consistency matters when it comes to delivering your message

Consistency plays a role in delivering your marketing message.

If you’re catering to an elite clientele, you need to be consistent. Likewise, if your clients are seniors … or children … or budget shoppers … or church people. You must deliver a consistent message or run the risk of derailing all your efforts.

We once had a client who loved to visit a coastal golf resort, which I will not reveal. This was a luxurious destination, one that charges top dollar for their services. He absolutely loved this place … until he didn’t … because of the inconsistent message.

It didn’t have anything to do with the room … which was fabulous.

It didn’t have anything to do with the food … which measured up to the gold standard expected.

It didn’t have anything to do with the service … which was attentive and on-point from arrival to departure.

It had everything to do with the coffee that was served in the lobby.

Actually, it wasn’t the coffee – that was fine.

It was the cup … or lack of one.

It seems this high-class resort didn’t serve their coffee in a nice cup or mug.

It came in a paper cup.

There’s nothing wrong with paper cups, but our friend was offended that while he was in the lap of luxury – and paying the rack rate – the resort had decided to cut a corner by serving coffee in a paper cup.

After he returned from the trip, our client told us, “I’ll never go back.”

And he didn’t. He chose another resort for his next trip and hasn’t been back to the former place, which he always loved.

Picky? Maybe.

But if you promise something, you’d better deliver.

Even if it means having someone take the time to wash a few extra coffee mugs at the end of the day.

Don’t underestimate the importance of consistency.


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