Shame on me. I mean, seriously? … After decades of telling my clients just how important cadence and continuity are in communications and content, it takes me a year and a half to write another blog? Well, it’s been said that smart people learn from other people’s mistakes and dumb people learn from their own. Consider me guilty of the latter. Please, whatever you do, don’t follow my lead when it comes to this. That said, let’s dig a bit deeper on the importance of cadence and continuity in communications.
Manage Expectations
Being a lifelong drummer, I’ve been playing cadences since the early ‘80s; though, I haven’t really thought about their importance, until now. At sporting events, it’s paramount for the drumline to perform cadences that create a framework and a tempo to the festivities. The same is true when you’re creating content. People like to know what to expect and are satisfied when companies deliver on their expectations. By providing what your customers are looking for, exactly when they’re looking for it, is winning at business.
Keep On Keeping On
Much like cadence provides a framework for your business to deliver on your customers’ expectations, continuity helps build trust between your organization and the people it depends on for its success. It’s important that your product, your service, your wicket, your blog, is right where your customers want it, every time. The more your business delivers on that promise, the stronger the relationship builds between your business and your customers. Don’t keep them waiting and wanting more; give your customers what they want.
Consistency for Consistency’s Sake
As important as content’s cadence and continuity are, your company has to raise the bar and keep it consistently high. A company is only as good as its weakest moment. The good news is quite the contrary; a company’s best moments are remembered for generations. Think of the Tylenol crisis in the late ‘70s. There are people who still choose Tylenol over Bayer due to the way Tylenol handled the crisis, which is one more reason they continue to stay consistent with their marketing communications efforts.
Being a Best Friend
All this sounds pretty similar to what it takes to be a good friend. Being a good business partner to your customers is akin to being a “best friend” to your customers, your partners, your vendors and anyone you do business with. You need to be there when you’re needed; you need to be dependable; you need to be consistent, all these things. To talk more about your company’s content plans and how your business can communicate more effectively with your customers, contact me at www.jasondfarrell.com.
