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The Importance of Consistency Vs Creativity



If you were to ask people what they valued more, either consistency or creativity, you might find that people would answer creativity. In geographic farming, however, consistency matters much more than creativity. Creativity is a bit overrated. It is not necessarily the most elaborate marketing piece that will ultimately grab the eye of the customer; it’s the same message, delivered consistently, over an extended period that will help in your marketing.

For example, many agents that we work with spend hours and hours, or maybe even days, trying to design the “perfect marketing piece” only to find that no such thing exists. The real “perfect” marketing piece is the comprehensive strategy and series of materials that are sent consistently over time to the same group of people.  

We are not suggesting that efficient, good-looking marketing materials are not important - They are. No one wants to receive an ugly mess of a postcard. We just know that it doesn’t matter how great one card is if it is just one card. 

Our graphics team can design a series of post cards and other marketing material for you that will take the guess work out of marketing to your farm area. Our system is designed for you to “set it and forget it”. Just let us know how much money you are willing to spend, how big your farm is, and how many pieces you want to send out and we will take care of the rest. Remember in the “farming game” consistency beats creativity every time.

To start your own series of marketing materials for your farm or if you have any questions, give us a call at 888-768-5285.

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