One of my favourite (most overused, if I'm honest!) words is 'consistent'. I love a bit of consistency. Whether that's consistency in Marketing activity or message, it's showing up saying the same Thing (Find your Thing, anyone?) over and over until you've told everyone who needs to hear it.
There's also consistency in how you do what you and how you ask people to buy.
One thing that always strikes me as odd (i.e. annoys me!) is when I'm given the chance to get to know someone or a business one way and then they want me to buy in a completely different way. Let me give you an example (or 3)...
Say you are a coach, or consultant of some kind and you work with people face-to-face. All the work you do that you're paid for you're live and in the room. So when someone is getting to know you, why have you written them an ebook? I appreciate you can't be 'in the room' for everyone but surely you make a video class or have a showreel of you doing your Thing this way, so I get the closest experience I can of the real thing.
Say you're a therapist and a lot of the work you do is spoken to people... you are perhaps talking them through a therapy and part of their experience is listening to you. Why then have you written me a white paper or report on why what you do works. Record me an audio or video class that I can follow your voice and feel how it works (think hypnotherapy, meditations here–'eyes closed' stuff).
If you'd love me to come and work with you on a retreat or in person, then get me along to one of your events first so I can experience you in person–then sell me more.
Are you getting the idea?
Consistency in how you market and allow people to 'try before they buy' also relates to the HOW not just the HOW OFTEN. If you ask people to switch over media or the way they are experiencing you as part of your marketing before they experience you as a customer it's often an ask too far. If you consistently market the Thing in the way you want people to buy it, you'll have a lot less resistance and your sales will be smoother.
Just something to think about!
Want to talk more about this?