How should I think about consistency in marketing compared to other aspects of life?

Marketing consistency is exactly like maintaining a fitness routine. Everyone knows that exercising regularly - five or six days a week - produces better results than exercising once a week or not at all. And everyone knows it’s not about how well you did for one week or two weeks, but about doing it day after day, month after month, year after year. That’s what determines your long-term health and fitness. Marketing works the same way. The challenge is that maintaining consistency is hard when conditions aren’t ideal - it’s like trying to go for a walk when it’s raining outside. When economic conditions are tough (the ‘rain’), it becomes harder to motivate yourself to keep marketing. But just like with exercise, if you let the bad weather stop you for days, then weeks, then months, you end up out of shape. In marketing, inconsistency means lost sales and a struggling business. The key is finding ways to maintain consistency regardless of conditions.

---

Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2025-06-20