Adriene Mishler is the producer and host of Yoga with Adriene. She dominates the online yoga space with over 8.53 million YouTube subscribers.
She is called the ‘People’s Yogi’.
But,
It wasn’t always like this.
Back in 2012 when Adriene got introduced to the online space and started uploading weekly yoga video content to her YouTube channel, little did she know that by 2020 she would have built a very successful business and an online global community of over 8 million people.
What was her secret?
The MOST powerful tool you can have in your marketing toolbox.
Consistency.
By sharing free high-quality yoga content on her channel every single week for over eight years she eventually became the online Go-To yoga instructor she is today.
Adriene is quick to point out that she was NOT an instant sensation.
For three solid years, she consistently uploaded weekly yoga videos – that’s 156 videos- with no love in return.
What she got instead were crickets.
Silence.
No subscribers.
Zero engagement.
When she eventually reached 100 subscribers, it was a moment of great jubilation.
Undaunted, Adriene stayed committed and consistently upload high-quality yoga videos every single week without missing a beat until she got to the tipping point, three years later.
That’s well over 600 videos in eight (8) years. Impressive!
Seth Godin Too
This level of discipline and consistency also reminds me of my personal marketing hero – Seth Godin, one of the world’s leading marketers, and Mr. Purple Cow himself.
If you subscribe to Seth’s newsletter, you’ll get an email EVERY SINGLE DAY, bar none. I mean 365 days of the year.
I guess that’s why he is worth millions.
So, it bears repeating.
CONSISTENCY is the MOST powerful marketing tool you’ll ever possess.
And, it’s FREE.
By harnessing the power of consistency, you outcompete, outsmart and outsell your competitors even if they are more talented and have more resources.
Consistency doesn’t mean you are always winning; what it means is that you are always taking action and moving one step closer to your goals.
Here is the flip side, inconsistency makes you stale, out of touch, and out of mind.
Just imagine if Adriene had thrown up her hands in despair during those three barren years when nothing seemed to have been happening.
What if she got frustrated and exited YouTube altogether? She would have missed the huge wins she now enjoys.
How about Joe Girard?
Considered a marketing genius and title holder of the World’s Greatest Salesman (conferred by the prestigious Guinness Book of World Records), Joe Girard sold a whopping 13,001 vehicles over the span of 15 years,
Joe was a car salesman at a Chevrolet dealership in the United States between 1963 and 1978.
In 1973 alone he sold 1,425 vehicles; an average of 127 per month or 32 per week.
In his best month, he sold 174 vehicles, and on his best day 18.
Let those numbers sink in for a bit.
Did Joe sell to the rich and famous?
Nope.
Did he sell wholesale or in bulk?
Nope.
He sold the old-fashioned way. One vehicle at a time.
Amazing! Right?
Are you wondering how could ordinary Joe accomplish such an extraordinary feat?
The secret to his mega-success?
Maybe he had a large team.
Maybe he had a HUGE network.
Maybe he wooed prospects with expensive gifts.
None of that was true.
For sure, he worked hard and was likable – so were his peers.
But what did he do that was so superior that propelled him to a league of his own?
He harnessed his marketing superpower. The power of consistency.
For 10 years, month after month.
Year after year.
Joe stayed top of mind without missing a beat.
Joe’s extraordinary system
Here is what Joe did extraordinarily well:
- Every month he would send a personalized greeting card to his entire customer list
- At the beginning of the new year (in January) he would send a card saying: “I like you”
- Every February for Valentine’s Day he would send a card saying: “I like you.
Just imagine the time and labour it took to send out 13,000 cards to his customers each month.
Eventually, Joe had to hire an assistant.
Every card was handwritten, addressed, and sent through the postal system.
Joe was so successful that eventually, customers had to book an appointment in advance to see him.
His sales pipeline overflowed while other sales associates paced back and forth, praying and hoping for foot traffic.
What if:
Adriene had given up in frustration after three barren years when nothing was happening?
What if she had exited YouTube altogether?
She would have missed the huge wins she now experiences.
Would Seth have become a multi-millionaire and be recognized as one of the world’s top marketing influencers?
Would Joe have been awarded the prestigious title of World’s Greatest Salesman if they decided to throw in the towel when the going got rough and tough?
What if this group of standouts got up one day and ‘didn’t’ feel like it’ or got so ‘busy’ they slacked off or caved to someone who ticked them off?
You see, this is what truly separates the mediocre from the extraordinary.
Staying focused and remaining consistent with your marketing.
How about you? Share your thoughts.
Submitted By:
Dorothy Vernon-Brown helps business owners and entrepreneurs grab attention, convert leads faster and scale more quickly by using a proven end-to-end digital automation solution. She is the owner of AKB² Small Business Marketing
