What You’ll Learn:
- Why “Consistency” is important to the prospect.
- The Consistency mapping process.
- How to stay consistent.
- Lifestyle categories: Fun, Profit, Impact
Consistency is a Simple but Powerful Means to Increase Trust and Engagement
In the mind of the prospect, customer or client, consistency creates trust at a basic level and sets the foundation for an ongoing relationship.
In the digital world, consistency, or the lack thereof, is one of the most noticeable and recognizable behaviors that can make or break the engagement process.
In the attention economy, and the attention scarcity associated therewith, inconsistency is grounds for deletion from your prospect’s attention budget. In the context of Relationship Relevant Marketing, consistency will sustain engagement, whereas inconsistency will get you ejected from the experience funnel.
Consistency With Intent is the Key
Consistency Defined: Taking action and delivering content and experiences on an on-going and periodic basis with a focused, deliberate intent.
This definition is the key to understanding what “consistency” is in the context of the digital world and the psychology of engagement and buying decisions.
The “deliberate intent” is the essentially the value objective you have for the relationship. In other words, what value, change, and impact do you want to deliver to the prospect, customer or client? This is your intent.
Frequency Illusion Amplification
Frequency Illusion is a real phenomenon that can be beneficial in your marketing. What is it? Frequency Illusion. This is basically when you become aware of something like a word, and certain model of car, or an idea or concept, and then suddenly you see that “something” everywhere. This concept is, in fact, a key concept in the Law of Attraction.
Frequency Illusion is something we all experience at one point or another. Usually, it is a more or less passive and random in our lives. But the key here is to intentionally inject the Frequency Illusion concept into your marketing. You do that with a deliberate content strategy and consistency.
Again, this goes back to crafting your Avatar and getting that personal clearly defined. When you encounter that person who is a close representation of your Avatar, they will resonate with the words, images, and ideas you present. That resonance creates a Frequency Illusion. Consistent content with a deliberate strategy amplifies that phenomenon.
Familiarity can initiate and sustain the frequency illusion phenomenon, and consistency can make your idea, image, concept, etc. more prevalent in their lives. In essence, tapping into the frequency illusion phenomenon increases the probability that your prospect will see the validity of your message and see how you can help them achieve their goal, dream, etc.
In applying the frequency illusion in marketing, you must use words and images that are familiar to the prospect, and which will be present and visible in everyday life. The reticular activation system will take care of the rest.
I Care Enough to be Consistent
Not everyone will receive your messages with the same degree of appreciation. But there are those who do appreciate your content and the consistency with which you deliver it. These are quite likely the kind of people you want to work with, and they are probably the very type of people who most closely match your Avatar.
So if you develop and deliver your content in a consistent manner, you will reach some people who will see that you care enough about them to be consistent.
Consistency is …
Consistency does not mean pounding out the same old message and content day in and day out. It doesn’t mean changing the order of the words and calling it new. That is what is known as BORING!
Consistency is a combination of three elements: 1. A deliberate structure of content designed to engage and deliver value; 2. Frequency; 3. Duration
Delivering random content will guarantee random results. This is definitely not what you want! You content plan and strategy, well thought out, will guide you in engaging and delivering value.
Frequency is, to a certain extent, an art and science. It really comes down to how often do you deliver content to your prospects, customers or clients, and on which topics. This is, of course, part of your content plan.
There are certain times when your content will resonate more with your prospect. What are those times? It depends on what it is your trying to accomplish with your prospect. If you have a travel product, weekends might be a better time to engage with specific content. If your business is weight loss, it might be that every day except Sunday is ideal. The key is to understand your market and Avatar, and then monitor the effectiveness of your content to see if and how it’s working.
Determining the duration of your engagement is really pretty simple: Until they achieve your End Game Objective (EGO), they stop opening your content (aka engaging), or they unsubscribe.
You absolutely must define your EGO and know exactly when they have achieved it. Your EGO may be them buying your product. It may be subscribing to a newsletter. It may be joining your foundation. In other words, it is the “End Game” of your efforts. It is the result you seek, the action you want them to take, the decision you want them to make.
Keep in mind this very important point: The EGO is where they receive the benefit and value that makes an impactful difference in their lives. Look at EGO in this manner and you will not lose sight of your mission in life.
Consistent Variety and Surprises
Inject variety and surprises into the journey. You’d be surprised how this will engage your prospects, clients, and customers. It has the effect of showing that you are human, with interests beyond just trying to sell them something. In fact, if you find interesting and useful information to share that is off-subject, that, too, becomes of value to the prospect. It’s even better if you can tie it back to your core message in a subtle or obvious way.
Remember the Journey
Go back to the previous post in this series, Validation in Engagement and Buying Decisions, and read the short paragraph on creating their journey. Creating a journey in their minds that is real and compelling is a very strong function of consistency. You have to create a journey they look forward to reading about. If you break the flow, you weaken the engagement in the journey.
How to Stay Consistent
Here’s the simple formula for staying consistent:
- Focus on the End Game Objective and the value it will deliver to the prospect, client, or customer. See them achieving their goals, realizing their dreams, and becoming that person they always dreamed they’d be. See your content, experience, and related journey as the means for them to achieve all of this and more. Make it as real in your mind as you hope to make it in theirs!
- Develop and execute your content and/or experience strategy with the EGO in mind. Map out the process using a tool like MINDNODE (see below).
- Create and be part of the journey you are designing for your prospect: the journey to the EGO and all the value they will find there.
- Use a project management tool like PRODUCTEEV to make sure you have all of your content and experience objectives planned and scheduled.
- Pick a time each day, week, etc., that you will devote to delivering the content and/or experience.
- Relentless execution and enthusiasm for the journey and the EGO.
Implementing Consistency in Your Content/Experience Plan
Implementing consistency into your content and experience plan is really very easy. The discipline of staying the course may be the difficult part! Note: you can download the adjacent INFOGRAPHIC by CLICKING on it.
Step 1: Content Plan. Create a detailed content/experience plan. Go into detail on how you will engage the client and lead them to the final decision. In this step, inject variety and surprise into the content plan. Go into great detail on the frequency of delivering the content, and the time of day if appropriate. Follow your Avatar definition in preparing this plan and strategy.
Step 2: End-Game Objective (EGO). Get real clear on what your EGO is. See your client not only taking the action you want, making that decision, but also receiving the value and life-changing impact you seek to deliver. Know exactly what it is you want them to experience! Note: the reason the EGO comes after the Content Plan is because, in the process of creating the Content Plan, you will invariably refine what the EGO really is.
Step 3: The Journey. Your content is, in fact, a kind of experience. So create a journey that you would want to take. Create a flow of content that engages the client in a journey from where they are to where the want to go. Create vivid word and graphic images that allow them to make the journey a reality in their mind.
Step 4: The Roadmap. Consistency requires that you deliver your content/experiences in a predictable and anticipated manner. It is important to be consistent so that your client looks forward to the experience of engaging with you. This roadmap is derived from your Content Plan and from knowing your EGO. The roadmap will have dates and times, if appropriate, for the delivery of your content/experiences. Now here is the real value of the roadmap: you seek to make a roadmap of engaging experiences and micro-decisions. Along the way on this journey to the EGO, you will create those engaging little moments of value, variety, and surprise. In doing so, you create a mental image journey for your client that leads them to the EGO.
Video | Consistency in Digital Psychology of Engagement and Buying Decisions
Tools for Consistency
There are many apps and programs that will help you be consistent. Here are the ones I use:
EVERNOTE: Everything begins with Evernote. I use this to compile all ideas, thoughts, data, information, etc. I use it on all my platforms. It is the means whereby all knowledge is stored and recovered.
PRODUCTEEV: I use this app on desktop, laptop, tablet, and smartphone. It helps me plan and execute. It also facilitates coordination with others, if you have more than just yourself involved in the execution of your plan. You can plan out discrete steps with dates, and categorize by the particular campaign you might be working on.
GOOGLE Calendar. It goes without say that GOOGLE calendar is an indispensable resource for keeping you on track.
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Remember: Don’t put probabilities on your possibilities. Dream big, believe in yourself, take bold action, and achieve!
Hoping the best for and believing in you …