The principle and awareness of being consistent in your marketing and advertising is not something you see talked about much on the net. Possibly it is safe to think that it is only forgotten by many who write about business. One particular thing is sure, if you aren’t consistent with the way you carry out your marketing and advertising, then your business will suffer for it. What is required with this idea of consistency seems to have everything to do with the dynamics of people and ways we react to our world. You need to think about how we behave when something takes place that is unanticipated in certain circumstances. When these circumstances occur, the typical impulse is to move away from it, and the response is the same if it takes place in your marketing and advertising.
Let’s look at an example involving the very typical squeeze page scenario so many of us are acquainted with. Frequently a business will drive traffic to a squeeze page to capture contact information. After a prospect opts in, then generally they will be shown a site that has a sales letter. The business person behind it has the alternative to reveal a site or put it off until later. This is the typical situation in which consistency is particularly important as we will discuss about next.
The characteristics here concern the format, design factors and colors of the squeeze page and the site that appears after that in the browser. In case they are considerably different, then that represents inconsistency, discomfort on a deeper level and low resultant conversions for the sales letter. The obvious resolution to this is merely make the squeeze page much more similar to the subsequent site that is viewed.
Another related situation applies to all the affiliate marketers and the way they approach their marketing. We are referring to the usage of review sites and providing links to different merchant sales letters. Of course you cannot accommodate all the various vendor sales page designs. What is achievable, and useful, is to make a site so it does offer a smooth transition to the sites you are connecting to. It is easy to avert an uncomfortable predicament between designs and colors, and you can have something which is somewhat neutral looking. Certainly this does bring some subjectivity into the situation. You are able to get by just fine if you make an effort to reduce jarring color clashes as much as possible.
The subsequent essential consideration is all about marketing messages by way of the written word. We do recognize that most businesses tend to be consistent in the way they talk, or write, to their target audiences. But as it applies to email marketing, it appears to be much more common for some marketers to deviate in a large way from what they usually promote in their emails. This does not seem to be as much of a difficulty as design clashes, in our relatively wide experience. Even so, we have seen it a sufficient amount to assume that many web marketers and businesses are unaware of the need to be consistent.
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