Relationship Relevant Marketing Episode 10: Consistency

January 17, 2017

more information at http://www.danascranton.com/consistency

 

Consistency is a Simple but Powerful Means to Increase Trust and Engagement

In the mind of the prospect, customer or client, consistency creates trust at a basic level and sets the foundation for an ongoing relationship.

Consistency builds on the previously discussed influential variables of Familiarity and Validation as part of the 9 Influential Variables that are critical to engagement and buying decisions.

In the digital world, consistency, or the lack thereof, is one of the most noticeable and recognizable behaviors that can make or break the engagement process.

In the attention economy, and the attention scarcity associated therewith, inconsistency is grounds for deletion from your prospect's attention budget.  In the context of Relationship Relevant Marketing, consistency will sustain engagement, whereas inconsistency will get you ejected from the experience funnel.

Consistency With Intent is the Key

Consistency Defined: Taking action and delivering content and experiences on an on-going and periodic basis with a focused, deliberate intent.

This definition is the key to understanding what "consistency" is in the context of the digital world and the psychology of engagement and buying decisions.

The "deliberate intent" is the essentially the value objective you have for the relationship.  In other words, what value, change, and impact do you want to deliver to the prospect, customer or client?  This is your intent.

Implementing Consistency in Your Content/Experience Plan

You can download this infographic by clicking on it

Implementing consistency into your content and experience plan is really very easy.  The discipline of staying the course may be the difficult part!  Note: you can download the adjacent INFOGRAPHIC by CLICKING on it.

Step 1: Content Plan.  Create a detailed content/experience plan.  Go into detail on how you will engage the client and lead them to the final decision.  In this step, inject variety and surprise into the content plan.  Go into great detail on the frequency of delivering the content, and the time of day if appropriate.  Follow your Avatar definition in preparing this plan and strategy.

Step 2: End-Game Objective (EGO).  Get real clear on what your EGO is.  See your client not only taking the action you want, making that decision, but also receiving the value and life-changing impact you seek to deliver.  Know exactly what it is you want them to experience!  Note: the reason the EGO comes after the Content Plan is because, in the process of creating the Content Plan, you will invariably refine what the EGO really is.

Step 3: The Journey.  Your content is, in fact, a kind of experience.  So create a journey that you would want to take.  Create a flow of content that engages the client in a journey from where they are to where the want to go.  Create vivid word and graphic images that allow them to make the journey a reality in their mind.

Step 4: The Roadmap.  Consistency requires that you deliver your content/experiences in a predictable and anticipated manner.  It is important to be consistent so that your client looks forward to the experience of engaging with you.  This roadmap is derived from your Content Plan and from knowing your EGO.  The roadmap will have dates and times, if appropriate, for the delivery of your content/experiences.  Now here is the real value of the roadmap: you seek to make a roadmap of engaging experiences and micro-decisions.  Along the way on this journey to the EGO, you will create those engaging little moments of value, variety, and surprise.  In doing so, you create a mental image journey for your client that leads them to the EGO.

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