So, Mister Marketer stands on his soapbox, megaphone in hand and starts hollering about "consistency" in my marketing.

Excuse me, but I’m consistent. I market all the time. In fact, I spend a lot of money to promote myself every week, thank you.

Ah, says Mister Marketer, there’s Consistency and then there’s consistent. You gotta know the difference…

The message on your marketing collateral, in your ads, what you project into your network via word-of-mouth, your website, what your salesforce speaks, the articles you write… these must all carry the same message or you run the risk of confusing your customer and turning her away.

Consistency is the prevailing theme of all your marketing. It’s the conversation that surrounds you and your business.