Consistency Means More Than Making Sure The Colors Match

Common look and feel is what most people think of when they talk about consistency in marketing. While that's important, it's not enough. Consistency is being in the same place each time so that your clients and prospects come to trust that you will be there again.

Unfortunately, the legal market has been burned innumerable times by vendors and service providers who have disappeared after their huge initial announcements. Attorneys really need to see that you're consistent to believe you're real.

Consistency means using the same language to describe your company or your product every time you talk about it.

It means advertising in the same publications in the same way over and over.

It means going to the same shows year after year. Lawyers believe that if you've been advertising and you stop, you must be going out of business or having difficulties that make you dangerous to work with.

What are you doing to ensure your marketing message is consistent? How are you making sure your potential clients view you as trustworthy?