I had a session with my therapist this morning, and we talked about something I think a lot of business owners wrestle with (especially when it comes to consistency in marketing): That frustrating, liminal space where you’ve been working hard, putting yourself out there, and doing all the “right” things, yet you haven’t seen the payoff.
I told her I feel like I’ve been planting seed after seed in my business. Writing content. Nurturing relationships. Sharing my work. Building systems. [Doing the kind of marketing that plays the long game.](https://designitplease.com/marketing/does-inbound-marketing-still-work/) But I’m still waiting to see growth. Waiting for the shoots to break the surface and show me I’m on the right path.
She encouraged me to notice progress in the process itself. Not the outcome. To see my consistency, my follow through, my steadiness. Even before I see any visible results. Because those are signs of growth too.
It reminded me of my garden.
The years I’ve had the best harvest aren’t the years when I tried to do everything perfectly. They’re the years I showed up consistently. Watering. Weeding. Fertilizing. Even when nothing looked like it was happening. Even when the weather wasn’t ideal. Even when I was tired.
Consistency in marketing is the same. It’s not about perfection. It’s about showing up regularly, even when I have 3 subscribers on YouTube, and it feels like no one is watching, reading, or clicking.
What Running Taught Me About Sticking With It
That same lesson has been showing up in another area of my life lately: running.
I’ve been training again, and I have a tendency to get way too caught up in sticking perfectly to the plan. If I miss a run or two, I want to give up. I tell myself it’s ruined. I feel like there’s no point in continuing.
But this season, I’ve had to keep reminding myself that I can pick up where I left off. I haven’t been perfect. Okay. But if I quit now, I’m only going to get more out of shape. The way forward is simple: I just have to keep going.
That’s how consistency works. It builds over time. It forgives imperfect effort. It rewards showing up again.
Why Consistency Matters in Marketing
You don’t have to write the best post ever. Or create the most polished video. Or wait until your offer is perfect before you share it.
You just have to show up. Share something helpful. Be yourself. Stay steady.
That’s what builds trust. That’s what builds momentum. That’s what brings the harvest.
So if you’re in a season where it feels like you’re doing all the things and not seeing the payoff yet, you’re not alone. Keep tending to the soil. Keep watering your ideas. Keep going, even if it’s messy.
Consistency in marketing is what helps people remember you, trust you, and eventually buy from you. And it’s one of the few things that works even when you feel like it isn’t.
Need a Nudge to Keep Going?
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And if you’re the kind of person who needs permission to keep going even after missing a step, this article from James Clear is for you.