When a word keeps coming up again and again and again…you know it is important.
The “Nametag Guy” Scott Ginsberg always says, “Consistency is better than rare moments of greatness.”
Recently, special guest and uber-blogger Tamar Weinberg suggested that consistency is one of (if not the top) attribute of successful bloggers.
Chris Brogan, who arguably has one of the top blogs in the world according to Advertising Age, has gotten that way not just with insightful ideas and great writing…but also reliability and consistency. He posts pretty much every day.
Gary Vaynerchuk? He has “pumped out” over 850 episodes of Wine Library TV since 2006. Every week Monday-Friday. Like clockwork.
Same with Seth Godin and his top blog (a daily must read). Every day on his blog you are going to get a delicious nugget of marketing information.
Now, I’m not suggesting that only people who create content EVERY DAY are the most successful. But, to change Scott’s quote around a bit, my take is the ones that are the most consistent become the greatest.
They are often in front of you. They are there when you need them. Because of the “On Demand” nature of the Internet, you can watch, listen or read when you want.
Perhaps you make a promise your Podcast will be released every Wednesday. Or that you blog every Monday, Wednesday and Friday. Or you will have a tip and trick video every Tuesday and Thursday.
By making a promise of consistency, you are holding yourself accountable and making a promise to your community. Those are both powerful things. It isn’t an excuse to half-ass it “just because you have to post today”, it is a promise to be better.
I know this can be difficult if your brain tilts towards the creative side (I’m this way). The creative side is another word for the “shiny red ball side” where distractions come up and other goodies. Consistency and creativity though are not mutually exclusive. It doesn’t mean you can’t be creative while sticking to some sort of promised schedule. In fact, it might be a relief to be one less thing to think about. Plus, you can always adjust in the future. Tell people, “I’m going to try this for three months.” or “six months” or “one year” and then adjust. It isn’t like you are making a deal with the evil consistency devil.
Imagine your favorite TV show. I love Modern Family. If I saw a commercial for Modern Family saying that it was on next Wednesday and then I tuned in and it was a rerun of a soap opera, I’d probably throw my remote through the TV (slight exaggeration…but you know what I mean). TV networks and other traditional forms of media (magazines, radio, etc.) have prided themselves on consistency, while often online media is all over the place like wild wild west. Perhaps these traditional media folks are onto something.
Because when you REALLY break down the success stories online, they are not just about amazing content, they are about consistency, a promise and a presence.
Which leads to this all important question: How can you become more consistent? What promise will you make? Are you gutsy enough to write it down?
Here is my promise. I’ve put a lot of thought into it. Tons of conversations. Taking your feedback and my own (in)sanity into consideration.
The new RISE editorial schedule will look like this:
Monday-Wednesday-Friday: There will be a new RISE episode. A 20-30 minute (sometimes we go crazy and it is 40) interview with a great entrepreneur, thought-leader, author and other interesting person. Here are over 100 examples and man oh man are some interesting folks coming up soon.
Tuesday-Thursday: There will be additional fresh content. This will include things like articles (like this one), short videos, tips and tricks, chats with RISE partners, special presentations, segments from the TV show (fun fact: We are back on ABC in St. Louis, Missouri this fall for a brand new season. Details soon.) and more.
If for some reason, something changes on a given week (vacation, etc.), I will let you know in advance.
That is my promise, what is yours?
PS: Your Mom Would Have Our Sponsors Over For Dinner….They Are That Nice
Johnny Londoff Chevrolet: Have a car question (literally anything)? Or just want to talk shop with Johnny himself (who is quite the character/businessman)? Reach out to him directly right here via email. You won’t get an assistant or a sales person. You will get Johnny himself.
Gateway Business Development: Have a sales question? Hate cold calling? Need more leads? Want to ask Jason Bahnak why he has facial hair? Whatever the question…feel free to email Jason Bahnak at Gateway Business Development. Ask a question and you will get his expert advice.