Consistency of Your Message Key to Successful Marketing

Yesterday I was pleasantly surprised to hear an old friend and training mentor Cerwin Eviota, on-air over Y101. He was getting interviewed about the Banilad Town Center (BTC) and I was happy to learn that he serves as Marketing Director for the ritzy mall. Only a few years ago I was a part of the team that launched the BTC and I presented what I thought to be the ideal positioning for the mall and took care of other media related tasks. And yes, they went in that direction.

Cerwin is a career PR and marketing practitioner and one time newsman; and in JCI  (Junior Chamber International) he is well respected for his training and coaching abilities in the fields of Organizational Development, Team Building, and Leadership. Cerwin is partly responsible for me getting into training and coaching in JCI. I was a last minute registrant to an important seminar for those interested in pursuing a training career, an application I was almost certain would be denied because the quota had been met. Only 25 people are privileged enough to attend this 3 day course. Lucky for me, he got me in.

Cerwin is on my FB network and I notice him posting some messages about the BTC which I just dismissed as the usual typical “what am I up to” status messages that everyone sees on their network, what caught my attention was when those same messages were the exact same things he was talking about on the air.

Cerwin and I in Kabangkalan, Negros Occidental for a CMS

Cerwin and I in Kabangkalan, Negros Occidental for a CMS

It reminded me of a time when we were together in Leyte for a Chapter Management and Development Seminar, where our task was to dissect what problems were plaguing a JCI chapter and get them on the right path. I won’t get into the specific activity that I facilitated, but the point was in order for your organization  to be heard, to increase ranks, to achieve your goals, you have got to deliver the same clear message each time, and the more times you do it, the more effective you will be in getting that message across.

It my sound simple to many, but very often your audience may not hear about who you are, what you do, what they get from you because you are just not transmitting that message consistently and as many times possible across different mediums.

It is my personal belief that to be successful in marketing you would have to know yourself and your product, or your audience won’t know who you are either. People get caught up with elaborate plans and strategies and overlook what should fundamentally be present, an awareness of who you are and the value you can give to others.

Ask yourself this question.

Have you ever done something extraordinary or accomplished something that noone else could do, but nobody else knew but you or your sister.

Do you have a company that offers an outrageously unbelievable offer and benefit to customers, but only your old regular customers know about it?

The point I am driving at is, you have to talk about who you are and what you offer, and talk about it as many times possible and through various avenues.

The internet has opened up several opportunities especially to business owners or marketers, it has given them a platform to broadcast a message to as many people possible, across the seas and through different timezones.

The advent of Web 2.0 and user generated content that has paved the way for interactive online communities has even made marketing a lot easier by way of engaging these communities and letting them talk about you, letting them sell your message for you, and letting your advertising messages take off virally. Best of all, most of these social media platforms are free.

If you have not done so yet, leverage on the internet, networking and communication available today, take advantage of social media platforms and deliver that message about who you are consistently and clearly and in more web properties, in an ever expanding campaign for audience and customers in an equally expanding world wide web.

4 Comments on "Consistency of Your Message Key to Successful Marketing"

  1. hi roy.

    you should submit articles to the new JCI website:

    this is a great read.


  2. ic, so cerwin is now with BTC.. ..

  3. Hi favor, I think this event may be newsworthy for your blog, please mention it if possible. If not, thank you anyway – Marie.

    Manila & Cebu Manila Internet (14 hours hands on) Marketing Workshop/June 12-13, June 26-27,2009

    I’m sharing this event with you –in case you’re interested, I’ve been learning from Jomar Hilario (the speaker) for a few weeks now and I can say that he has really helped me start this internet business….

    Event details:

    Learn how to:

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    Start getting out of the rat race via the internet.

    The Manila & Cebu Manila Internet (14 hours hands on) Marketing Workshop

    Resource speaker: Jomar Hilario (/www dot jomarhilario dot com)

    When: June 12-13 (Cebu), June 26-27,2009 (Manila), 10:30am – 5:30pm, Friday/Saturday

    Contact: cebuworkshop at gmail dot com / manilaworkshop at gmail dot com

    Venue: SM City Cebu / Cubao, Metro Manila

    Full details :


    internetmarketingworkshop dot blogspot dot com/2009/05/cebu-14-hours-hands-on-internet dot html


    internetmarketingworkshop dot blogspot dot com/2009/05/manila-internet-marketing-workshop-june dot html

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  4. I just published a new article that has something to do with making money online… check it out, it is about internet marketing product reviews.

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