The Fallacy of Consistent Marketing
There's this "marketing rule" that says the key to business success is -
My commitment to CONSISTENCY.
Which makes sense, kind of: the more consistently I show up in your social media feed, the more consistently you'll think about my work. The more consistently I send valuable content to your inbox, the more consistently you'll have the opportunity to purchase.
(Which is also to say, I’ve failed on all counts - and will likely continue to fail.)
There's this "marketing rule" that says the key to business success is -
My commitment to CONSISTENCY.
Which makes sense, kind of: the more consistently I show up in your social media feed, the more consistently you'll think about my work. The more consistently I send valuable content to your inbox, the more consistently you'll have the opportunity to purchase.
(Which is also to say, I’ve failed on all counts - and will likely continue to fail.)
BUT, let's also remember that business owners, big and small, who rely on online marketing are primarily dealing with social media algorithms that prioritize whichever companies pay for ads (and pay the most for ads).
And we're all dealing with information overload, inside our email inbox and everywhere else.
(If you’re not sure about this (yet), watch The Social Dilemma on Netflix for a deep dive into the incredible problems with technology companies.)
Is CONSISTENCY really what people want? (Is it, maybe, what we’ve been “trained” to want?)
The idea behind this “Rule of Marketing” is that a business owner's consistency invites customer/client loyalty - because "consistency builds trust," right?
But actually, customer/client loyalty (like all kinds of loyalty) stems from the trust that develops as you follow-through with your promises - whatever they are.
What if I choose to make different promises to you than "consistency"?
What if I promise to take care of myself first, so whatever I create for you is top-notch?
What if I promise to hold boundaries with social media - for myself and my family, but also so that YOU can do the same?
What if I promise to "market to you the way I’d like to receive marketing"? (See what I did with that Golden Rule, Mom?)
My battle with consistency is ongoing (I’ve previously written about my devotion to practice v. my consistency)
But I’m starting to understand that my consistency is “allowed” to wane, much like the moon is “allowed” to wane for a quarter of every month.
Like the moon, I have phases of my month, my week, my day. Like the moon, I have phases of my effort, my enthusiasm, my confidence.
And this is our Natural Creative Cycle - it mirrors that of the Moon:
the new moon: for resting, intending
the waxing moon: for planting, embracing
the full moon: for growing, enjoying
the waning moon: for harvesting, releasing
Like the moon, I am forever reliable, trustworthy - but never consistently the “same.” Like the moon, I am always changing, always moving in cycle.
That’s the kind of consistency I hope you embody, too: the kind that’s not “sameness” but evolution.
So here’s your invitation (if you need one) to wane, to rest, to release if necessary - or to embrace, to grow, to enjoy.
You, like me, mirror the phases of the moon; and I hope you, like me, hold reverence for all of us.
If you’re interested in embodying your Natural Creative Cycles (in business and in life), you might consider one-to-one Copy Coaching with me!
Why "Consistency" Doesn't Work For Everyone
Let me start by saying: “Consistent” practice is not the same as DEVOTED practice.
Devoted practice works, I think, because it drops judgement + embraces flow.
Consistent practice fails, because it easily becomes about “checking the box,” like brushing your teeth (v existing in the entirety of experience).
Let me start by saying: “Consistent” practice is not the same as DEVOTED practice.
Devoted practice works, I think, because it drops judgement + embraces flow.
Consistent practice fails, because it easily becomes about “checking the box,” like brushing your teeth (v existing in the entirety of experience).
I used to believe the internet lie that consistency is key to success, and happiness, and ease:
“Successful people wake up at the same time every day. Happy people move through the same morning routine every day. They eat the same breakfast, at the same time, every day.”
Maybe that’s true - for some of us. But it’s not my experience (and maybe it’s not yours either).
My belief is that: we’re not designed to do the same thing, at the same time, every day.
Women especially (but men, too!) are designed to move through cycles:
We cycle through hormones every month, we cycle through pregnancy-birth-postpartum over 2+ years for each of our babes (if we have them), we cycle through drastically different ages + stages in our hopefully long lifetimes.
Which means, “consistent” practice doesn’t serve us in the way it’s advertised.
Devoted practice might, though.
My point is, if you are DEVOTED to yourself more than the practice, your practice can change - your practice can grow as you do!
Because you can trust yourself.
You can try and try again, believing that your sole purpose in this world is just that: to show the heck up, to DEVOTE yourself to yourself.
Thoughts on this? Share a comment below! Would love to hear your experience with these words, too.
xx, alycia buenger