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# Why consistency matters — Kelford Labs Daily
- URL: https://kelfordinc.com/why-consistency-matters-kelford-labs-daily/
- Published: 2025-01-23T11:27:17.000Z
- Updated: 2026-01-27T15:13:38.000Z
- Description: In the same way, in the same place.
- Author: Joel Kelly
- Tags: Daily Labs, consistent, persistence, messaging, credible

> “You cannot chop a tree in two by hitting every time in a different place.”  
>  
> — Claude C. Hopkins

The effects of marketing are *cumulative*. They add up, but they almost never work immediately.

That’s why it’s so important that we keep at it, stick with it, and stay consistent. 

**Just because a prospect sees multiple messages from us, that doesn’t mean those messages are working *together*.**

As Rosser Reeves pointed out in 1959’s *Reality in Advertising*, “Changing a story has the same effect as stopping the money.”

Which means, changing the focus of our marketing can *undo* what we’ve done before by confusing our prospects about what we actually do.

If we want them to find us [credible](https://kelfordinc.com/more-certain-we-are-good-kelford-labs-daily/), we’ve got to be consistent.

So stay focused.

**And stick with it long enough for it to work.**

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***shows entrepreneurs the way to always knowing what to say.***