The Commonwealth Games may have received a lot of bad press but Geoff Huegill's amazing comeback has been a real highlight for all the right reasons. After losing 45 kg in the last 2 years, his winning time for the 100m Butterfly was basically as fast as he was swimming 10 years ago when he was 21 and in his prime! So what does "Skippy" attribute his success to? Consistency.

When I heard Huegill talk about consistency during a post-race interview I couldn't help but think of the parallels in marketing. People can celebrate the big achievements but behind any success is consistent performance, day after day. Just as a swimmer needs to get in the pool each and every day rather than just competing in begin events from time to time, most businesses will have more marketing success by taking a consistent, long-term approach.

Email marketing is potentially a great way to develop your consistency. 3balls.com know this very well. As a former customer, I receive a weekly email from this US-based golf shop each week. It's nothing fancy and wouldn't take them long to put together but every week it lands in my inbox without fail. I haven't bought anything from them for quite a while but now that the Australian Dollar is stronger, there's a new putter that is begging me to add it to my bag and I already know where I'm going to buy it.

It’s a simple example, but let me encourage you to focus on a consistent approach to your marketing and who knows what goals you'll end up achieving.

PC

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Posted in: General, Strategy