We've all heard the adage: consistency is key. But let's shift gears and talk about a slightly different, yet equally vital trait: persistency. While consistency focuses on regularity, persistency is all about the determination to keep going, especially when the going gets tough. We're talking resilience. We're talking grit.

The Power of Persistency in Messaging Strategy

Imagine you're running a marathon. Consistency is maintaining the same pace, but persistency? That's what keeps you moving forward, even when your muscles scream and your lungs burn. It's about adapting, overcoming obstacles, and refusing to give up.

Think of Dorrie's "just keep swimming".

Now let's apply this to your sales & marketing communications. Consistency is staying true to the messaging pillars in your messaging playbook. But persistency is communicating your message over, and over, and over again until the messaging becomes synonymous with who you are.

In business, persistency is your best friend during those inevitable rough patches. And, well, 2023 has had a few of those, am I right?

What makes persistence a difference maker is that it acknowledges nature's law of time multiplied by effort.

Sadly, too many companies quit short of the finish line because they think there is a finish line.

THERE IS NO FINISH LINE!

Persistency understands the importance of sustained effort over time to create meaningful results and deep-rooted brand authority.

You have to be willing to keep pushing your message, even when immediate responses or results aren’t visible.

Applying Persistency in Your Messaging Strategy

• Repetition with Variation: Keep delivering your core message, but find fresh, creative ways to present it. This approach ensures your message sticks without becoming stale.
• Respond, Don’t React: Market fluctuations, customer feedback, and industry trends will always be there. Persistency in messaging means taking these into account and responding thoughtfully, rather than reactively altering your core message.
• Building a Legacy of Trust: Persistently communicating your brand values and promises builds a legacy. It's like planting a tree; you might not see the full growth immediately, but over time, it provides shade and bears fruit.
• Embrace the Long Game: Remember, building a brand is a marathon, not a sprint. Persistency means staying the course, even when the buzz quiets down, and keeping your brand in the minds of your audience.

Persistency in Action: A Real-World Example

Take LEGO for example. How did Lego become synonymous with "building blocks"? Through persistent messaging.

LEGO's journey showcases how persistently spreading a message focused on creativity and imagination helped them maintain relevance and success over many years, despite facing their share of challenges.

LEGO Timeline

• 1932: LEGO was founded as a small carpenter's workshop by Ole Kirk Christiansen in Billund, Denmark. Initially, they made wooden toys.
• 1949: LEGO began producing the now-famous interlocking bricks, an evolution of earlier designs. These plastic bricks were named "Automatic Binding Bricks."
• 1958: The modern LEGO brick design was patented, establishing the foundation for the LEGO system of play.
• 1990s: LEGO faced financial challenges due to market competition and an expanded product line that diluted the brand.
• Late 1990s - Early 2000s: LEGO ventured into the video game market. The first notable release was "LEGO Island" in 1997, followed by a series of games that included titles like "LEGO Star Wars" and "LEGO Harry Potter."
• 2000s: The company undertook a major restructuring process to address financial difficulties and refocused on its core products and brand values.
• 2014: LEGO expanded into the film industry with the release of "The LEGO Movie," a critical and commercial success. This move was a significant part of LEGO's strategy to integrate their brand into new media while maintaining their message of creativity and imagination.
• Post-2014: Following the success of "The LEGO Movie," LEGO released several other films, including "The LEGO Batman Movie" and "The LEGO Ninjago Movie," further establishing its presence in the entertainment industry.

They didn’t change their core message at every market whim. And when they drifted from the core in the '90s, they doubled back.

Wrapping Up

As we head into 2024, let's draw strength from persistency.

It's not just about being present; it's about being purposefully and persistently present. That's how you build a brand that endures, a message that resonates, and a legacy that lasts.

Persistency is how you activate your messaging playbook so your core message can become the constant warrior, steadily turning the wheels of success, long after others have given up.

FAQS

1. How can businesses gauge the appropriate level of persistence in their messaging strategy without risking audience fatigue or disengagement?

Businesses can gauge the appropriate level of persistence in their messaging strategy by carefully monitoring audience engagement metrics, such as open rates, click-through rates, and customer feedback. By analyzing these metrics, companies can assess whether their messaging frequency and content resonate with their audience or if adjustments are needed to prevent fatigue or disengagement. Additionally, conducting periodic surveys or focus groups can provide valuable insights into audience preferences and receptiveness to messaging frequency.

2. In what ways can companies maintain adaptability and responsiveness while still adhering to a persistent messaging approach, especially in rapidly changing market conditions?

Companies can maintain adaptability and responsiveness while adhering to a persistent messaging approach by implementing a strategy of iterative refinement. This involves regularly evaluating the effectiveness of messaging efforts and making adjustments based on market feedback, emerging trends, and changing customer needs. Rather than reacting impulsively to every market fluctuation, businesses can strategically evolve their messaging over time to remain relevant and compelling while staying true to their core message and values.

3. What specific tactics or strategies can businesses employ to sustain their messaging efforts over time, particularly in industries where competition and market dynamics constantly evolve?

To sustain their messaging efforts over time, businesses can employ several tactics and strategies tailored to their specific industry and target audience. These may include diversifying communication channels to reach a broader audience, leveraging storytelling techniques to make messaging more engaging and memorable, and fostering a culture of continuous improvement and innovation within the organization. Additionally, investing in robust data analytics tools and market research capabilities can provide valuable insights into emerging trends and consumer preferences, allowing companies to refine their messaging strategies proactively.