Consistency Always Wins

Years ago, I was talking to somebody about this and they said, you know, do me a favor, open up the newspaper. And I said, okay, I'll open the newspaper. Now, as you go through the newspaper, I want you to tell me if you see an ad for a washing machine. Sure enough, I saw an ad in there for a washing machine. I said, yeah, I see it. He said, this guy who sells those washing machines, he has the ad running every day, 365 days a year. And I said, well, why does he do that? He said, because he's there when you're ready. And I just come with that singing. I said, he's there when you're ready. You see, I think a lot of times, and I'm guilty of this just like you might be, is we want to time our attack. Hey, it's the season, it's the holiday. And this is when people do X, Y and Z. I'm not saying those aren't trigger points, but the key to us being successful is to be consistent. And I think that is the hardest thing to do because there are, sometimes you're going to do something just like this guy with the washing machine ad. There are going to be some times where, you know what, nobody had a broken down washing machine that week, or nobody bought a new house and they're going to put a new washing machine in their house that week. But overall, because of its consistency, guess what? He kept winning. He kept winning. It's no different than if I were a baseball player and if I batted.300, meaning I struck out seven out of 10 times, I would be paid very, very handsomely. And, and so often what happens is a business owner, even some of my clients will say, you know, I didn't, I didn't get any traction on that particular X, Y and Z, whether it's A. And I do organic posts. So it might be a social media post, it might be a blog, and that may be one of those seven out of 10 that don't hit. But then there are also those three that do hit, and that's where the money is.