I can’t emphasize enough the importance of marketing consistency. Here’s a story about NOT being consistent…
A few days ago I saw a Facebook ad. It was from a corporation.
I clicked on the link and landed on a squeeze page from the corporation.
I opted in.
I was taken to a thank you page that was a Video Sales Letter for a low-cost offer… by some girl named Sarah. No mention of the corporation I opted in for.
I check my inbox for the download and find an email from some guy named Bernie. The email has the corporation’s logo and is signed by Bernie.
The next two days I get an email from Bernie. Never a mention again about Sarah.
Now today I get an email from Steve! Who the hell is Steve?
Confused yet? I sure am.
So who is the ‘face’ of this corporation? Is it the brand? Is it Sarah? Bernie? Steve?
I like Sarah. She was pleasant to listen to and sounded really smart. But I’ll bet she was someone they hired to read a script. I’m guessing I’ll never hear from her again. But SHE’S the one I bonded with. I listened to her for 10 minutes. I connected with her.
Whom am I buying from? Any trust Sarah built with me is being lost.