Jeff For Local Marketing argues that consistent, evergreen advertising beats chasing seasonal trends. A washing-machine ad running every day reaches customers when they're ready to buy. An HVAC company's FAQ articles on common problems like "Why is my air-conditioning blowing warm air?" capture high-intent customers exactly when they need help.
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 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, I just kind of let that sink in. 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, you know, 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 gonna do something just like this guy with the, the washing machine ad. There are gonna be sometimes where, you know what, nobody had a broken down washing machine that week or nobody bought a new house and they're gonna 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 7 out of 10 times, I would be paid very, very handsomely. 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 7 out of 10 that don't hit. But then there are also those 3 that do hit, and that's where the money is. Now, we work really hard to make sure we say, hey, we never produce content that your ideal customer is not already looking for. So we're not We're not having to find the market, the market is finding us. As an example, if I were, you know, making ads for, excuse me, writing content for a, let's say, a local heating and air conditioning company, I would have that one article running all the time, created once, and then there all the time of, you know, why is my air conditioning blowing cold air? And then on the flip side of that, Or excuse me, why is my air conditioning blowing warm air? And then on the flip side of that, why is my heater blowing cold air? I mean, those are two problems that people with furnaces, no matter where you're at in the planet, will have a challenge with. As long as it's blowing cold air when it's supposed to and it's warm air when it's supposed to, guess what? They don't see your message. But the moment they have a problem and they look for that answer,
