Do you play a musical instrument?
If so, how much do you practice? How long did you have to practice and perform the “Grunt work” before you could start playing pieces efficiently?
If I decided to learn to play guitar today, I wouldn’t be playing the songs I want to play by tomorrow. I’m going to have to learn my notes, practice my chords, and memorize them. If I consistently practice every day for an hour at 5 P.M, in a few months I’ll be better and will be at a level where I will begin to play some quality songs.
But I have to practice consistently or I won’t be playing guitar as well as I could be.
If I skip practicing a couple days, try to cram it all in at one time, or worst of all, not practice at all for an extended period of time, I’m not going to be the player I want to be.
Advertising is very similar. Ultimately you want to see increased sales, but you have to build up to them. Your message and advertising has to stay consistent as you “practice for those increased sales.”
The media world is so fragmented and there are so many messages bombarding viewers, it takes time for them to see your message, learn who you are, and put you top of mind.
…And just like practicing the guitar, your advertising has to be consistent and steady. If you practice the guitar for 5 straight hours on your first night, you won’t be playing classical guitar the next day.
The same with advertising. If you devote all your advertising to one short time period, you won’t see the maximum results right away.
The worst thing you can do is to stop practicing all together, then the only sure thing you do know is that you will not become the player you want to be.
Here is the lesson. To successfully learn how to play a musical instrument, you have to have a planned out, consistent practice routine. You can’t skip days, cram, or stop practicing.
Same thing with your advertising. You need a planned out and consistent message campaign. When you have that and you stick to it, the results will come.