Marketing consistency is the exact opposite of winning the lottery. But when we’re marketing, we want to win the marketing lottery: going viral, getting tons of followers, tons of people on our email list, etc.

The trick about the marketing lottery is that you can go viral and still not make any money. Last week, I was playing my guitar and singing a song. It was about going viral, but not getting any new clients. So going viral is like winning the marketing lottery.

The problem is that most of us don't go viral. Even those who do may not immediately see a financial benefit of going viral. In fact, there can be some bad things about going viral because if you go viral for the wrong reasons, you're growing an audience that is not aligned with your business purpose.

Shownotes: https://defythestatusquo.com/2020/10/22/the-problem-with-marketing-consistency/