Written In Stone

V. Be consistent

The key to success in any marketing effort is consistency. You need to communicate your key messages to your audience segments on a regular basis in order to get their attention and create a lasting impression. Try different frequencies in advertising, direct mail or other external promotion methods to find the best mix for your business. Creating awareness takes time, so be patient.

Gwen Moran is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

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This article was originally published in the July 1999 print edition of Entrepreneur with the headline: Written In Stone.

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