Hello, Writer! I hope you had a beautiful week and considered how you can start some conversations! This week, we’re going to look at another mainstay of marketing. That mainstay is consistency.
In the marketing world, you’ll hear many talk about building “brand loyalty,” but at heart what’s being built is relationships. The stronger and more genuine those relationships are, the better, and the best way to build any relationship is though consistency.
Consistency in History
Count Zinzendorf is a wonderful example of consistency. Often considered the father of modern missions, Count Zinzendorf began writing love letters to Jesus at the age of six. He maintained this vibrant prayer life as he grew and moved into politics. When a group of Moravians sought asylum from religious persecution on Zinzendorf’s estate, it was through his consistent prayer life and study of scripture that Zinzendorf led the growing gaggle of fractious believers to establish the community of Herrnhut in true freedom and peace. Not only that, the ongoing devotion to prayer and scripture that Zinzendorf established in the community birthed unexpected revival, launching missionaries from Herrnhut that carried the Gospel across the globe.
Consistency in the Bible
David and Jonathan are another beautiful example of consistency. When Jonathan met David, he covenanted—regardless of personal cost—to protect David and David’s right to the throne as Saul’s successor. Jonathan’s consistent commitment saved David from danger more than once. After Jonathan’s death, that covenantal commitment was carried on by David, who provided for Jonathan’s crippled son and showed kindness to Saul’s household for Jonathan’s sake. This covenantal consistency played a key role in David’s successful unification of the fractured nation of Israel.
You see, writer, consistency is about commitment. It’s about recognizing that relationships require a certain level of commitment in order to grow.
Consistency in Life
When I taught news writing in Uganda, I embraced consistency on a whole new level. Recognizing my students’ need to overcome cultural barriers that blocked their success, I modeled consistency in time-keeping and communication of expectations and sudden changes. And here’s the thing…
That consistency not only modeled what success looked like, it built a bridge of trust. My students knew I cared for them because of the way I prioritized my commitment to them over life’s constant interruptions. That trust opened their hearts to not only learn the material I taught but to embrace the Kingdom cultural values they needed to help them capture and share their stories in a way that touched people all across the world.
Consistency in Your Life
You see, writer, when we embrace consistency in our interactions with readers, we communicate that we value them. As a result, they begin to value that connection and our words more and more. Did you know this is a Biblical principle? Let me show you…
-
- Let us not become weary in doing good, for at the proper time we will reap a harvest if we do not give up. Therefore, as we have opportunity, let us do good to all people, especially to those who belong to the family of believers. – Galatians 6:9-10
- Remember this: Whoever sows sparingly will also reap sparingly, and whoever sows generously will also reap generously. 7 Each of you should give what you have decided in your heart to give, not reluctantly or under compulsion, for God loves a cheerful giver. 8 And God is able to bless you abundantly, so that in all things at all times, having all that you need, you will abound in every good work. 9 As it is written: “They have freely scattered their gifts to the poor; their righteousness endures forever.” 10 Now he who supplies seed to the sower and bread for food will also supply and increase your store of seed and will enlarge the harvest of your righteousness. 11 You will be enriched in every way so that you can be generous on every occasion, and through us your generosity will result in thanksgiving to God. – 2 Corinthians 9:6-11
- Those who sow with tears will reap with songs of joy. Those who go out weeping, carrying seed to sow, will return with songs of joy, carrying sheaves with them. – Psalm 126:5-6
You see, writer, consistency not only builds relationships, it is the mechanism God uses to produce fruitfulness in our lives and the lives of others. And here’s the thing. Marketing can be very much like farming. In the beginning, it may seem like we’re shooting our efforts into a void. But consistency is what allows us to recognize patterns, to grow, and to improve in connecting with our readers.
So often, we miss the work God wants to do because we don’t persevere through the difficulty that’s designed to grow us into the place He’s designed for us. And this applies not just to writing and marketing but every area of life.
Where to Start with Consistency
So are you ready to begin consistently connecting with your readers or future readers? Here are a few ideas to get you started…
-
- Commitment. Prayerfully consider the level of commitment you’ll make to connecting with your readers. Though this commitment is one made in your heart, settling on a definitive goal that fits your season will help you stick to the commitment you make. Don’t feel pressure to do it all. Better to start small and grow, experimenting as you go, than to create elaborate marketing plans that you can’t sustain.
- Schedule. Schedule when and how you will begin connecting with readers. Will it be through a weekly newsletter or blog? A podcast? Regular social media posts? Whatever you choose, add it your planner or calendar and be faithful to hit that goal. Treat it like a doctor’s appointment! Also, don’t forget to schedule time to answer the responses you get to these communications as well. That’s all part of growing the relationship. Don’t worry if you don’t see much response at first, consistency will help your readers find you.
- Plan Ahead. Create your marketing content ahead of time! Write and schedule your blog posts and newsletters in advance. Consider using a service like Buffer’s free account to schedule social media posts. This way if emergencies arise, your communications will go out on their own or will be ready to send with a simple click or two.
- Multi-Purpose. As you create content, you can save yourself lots of time by taking a longer piece, like a newsletter or blog post, and repurposing it into many smaller communications. Make a graphic or two based on a quote from your newsletter or podcast. Ask readers a question based on the topic you covered. Etc., etc. Discovering what your reader think is an important part of the process. Remembering that consistency isn’t about checking boxes but about relationship will help inform what kind of content and interactions you bring to your readers. Because here’s the thing…
If consistency is all about relationship, then our interactions should be focused on engagement about growing in our understanding of our readers’ unique interests. Then, it should help us meet those needs and engage their interests authentically. And here’s the beautiful thing…
As we leverage consistency to grow those relationships and understanding, it also grows our influence and opens unexpected opportunities for the Lord to move. Just like Zinzendorf’s consistency in prayer led to a consistency of relationship in the Moravian community that created space for God to move in unprecedented ways. Just like David and Jonathan’s covenant not only guarded their relationship, but restored and preserved the unity of Israel itself. Just like my consistency to serve my students opened their hearts to learn skills that have empowered their stories to reach nations. And here’s the real deal…
God moves through relationships more than in any other way. When we realize this, it can take a lot of anxiety out of the marketing process and open doors for ministry instead. As readers learn they can trust and rely on you, they will more readily trust and rely on your message and in the One you and your represent.
#marketing #consistency #trust #relationships #EveryWriterWriting
