Hey there, my friend, welcome to episode 344 of the Small Business Made Simple Podcast.

Thanks for leading me your ears right now – I know you have lots of other things you could be doing or listening to – so I appreciate you.

Today… we are busting a marketing myth that’s been floating around like glitter in a craft room: impossible to clean up, a bit sparkly, and honestly—kind of annoying.

Yep, I’m talking about the phrase: “Just be consistent.”

It sounds harmless, doesn’t it? Almost wise. A bit like “Drink more water” or “Don’t skip breakfast.”

But before we start – Tickets to THE Social Media and Marketing Conference that you MUST attend in 2025 are now on sale!  Head to www.socialmediaandmarketing.com.au/conference to get your tickets today!  You’ll also see the amazing speaker line up and all the deets – but the date is Friday 29^th August, and the place is 700 Bourke Street, Melbourne. It’s THE conference to come to and bonus is that we get to hang out!

Let’s get excited! Friday 29^th August – lock it in!

Okay, onto today’s episode.

The Lie of ‘Just Be Consistent’ – Marketing Advice I Wish I’d Questioned Sooner

Today… we are busting a marketing myth that’s been floating around like glitter in a craft room: impossible to clean up, a bit sparkly, and honestly—kind of annoying.

Yep, I’m talking about the phrase: “Just be consistent.”

It sounds harmless, doesn’t it? Almost wise. A bit like “Drink more water” or “Don’t skip breakfast.”

But in my six-plus years of doing the marketing dance with thousands of small business owners, I’ve come to realise this little phrase can be more confusing than helpful. And today, I’m going to unpack why.

So, if you’ve ever felt like you were doing all the things—posting daily, showing up on stories, emailing your list—and still wondering “Why isn’t it working?” … this episode is for you.

Let’s dig into the lie of “just be consistent” and the advice I wish someone had given me sooner.

But first, let’s give this phrase a fair go.

The idea behind “just be consistent” is solid: show up regularly so your audience knows you’re serious, trustworthy, and still in business.

• Consistency builds trust.
  It trains your audience to expect value.
  And yep—it helps the algorithms too.

BUT… here’s where the wheels fall off:

Consistency without clarity = busywork.
You can be showing up every single day and still not getting results if your message is off, your audience is vague, or your strategy is non-existent.

Consistency without strategy = burnout.
If you’re “just being consistent” because a guru told you to—but you have no idea why you’re doing what you’re doing—it’s exhausting. And unsustainable.

Consistency doesn’t fix bad marketing.
Oof. I said it. Showing up more doesn’t make a weak message stronger. It just makes more people see it… and ignore it.

So no, consistency isn’t bad advice. It’s just not enough.

Here’s what I wish someone had said to me back when I was posting just for the sake of posting:

“Be consistent with what’s working.”
Track. Measure. Tweak. Don’t just post because it’s Monday—post because your audience loves Mondays!

“Consistency starts with clarity.”
Before you worry about how often you’re showing up, ask: What am I actually trying to say? Who am I saying it to?

“If your message isn’t landing, pause and rework it.”
Because more content doesn’t fix unclear content. (And your audience isn’t ghosting you—they’re just confused.)

“Don’t be afraid to rest.”
Real consistency isn’t daily—it’s sustainable. It’s being able to show up for the long haul without losing your joy or your voice.

So, what should you do instead of just blindly being consistent?

Here are three things I recommend:

1. Audit your current marketing

• What’s actually working? Check your analytics and insights.
• What feels aligned with your energy and your brand?
• What’s getting seen and converting?

2. Align your marketing with your goals

If you’re trying to grow your email list, your consistency should serve that goal. If it’s bookings or sales, your strategy needs to reflect that.

3. Create content with purpose, not pressure

Stop creating for the sake of the algorithm. Start creating because you’ve got something to say—and your audience needs to hear it.

Because when your message is strong, clear and intentional… consistency becomes easier. It becomes meaningful. It becomes effective.

So, what’s the main messages I want to get to you today:

1. “Just be consistent” is only good advice if you’re being strategic.
2. Posting every day doesn’t guarantee sales—but the right message, in the right place, does.
3. You’re allowed to pause, reflect, and change things that aren’t working—even if you’ve been doing them for ages.

So next time you hear that old chestnut— “just be consistent”—I hope you raise an eyebrow and say, “Consistent with what, exactly?”

If this episode gave you the permission slip you didn’t know you needed—please share it with a biz buddy who’s stuck in the “consistency trap.”

And if you’re ready to find your version of strategic consistency—the kind that works for your energy, your goals, and your audience—I’d love to help.

Book in an Hour of Power or come hang out with me in the Like Minded Business Owners Facebook group.

If this episode resonated with you—please share it with a business buddy who needs a little pep talk today.

And if you’re wondering what your version of consistent marketing could look like, let’s chat. Book in an Hour of Power with me and we’ll figure it out together.

Until next week, remember show up, give value, trust the process—and make marketing a priority in your business.

Thanks for listening, lovely.

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If we aren’t hanging out on social media then let’s get social on social – you’ll find me on Instagram, Facebook, and my fav LinkedIn.

But whatever you do,

…….. remember small business peep, as my opening song says, there’s no point in dreaming small!