Hey friends—
This week, we’re continuing our Marketing Flywheel series.
The flywheel we use looks like this:
Audience → Message → Platform → Consistency → Refine
Each step builds on the one before it. Skip one, and marketing starts to feel random. Use them together, and momentum compounds instead of resetting every few months.
Today, we’re focusing on the most misunderstood part of the system: consistency.
Prefer video format? Check out our latest Vlog:
Why Consistency Is What Makes the Flywheel Move
If you and I met at an event today, you’d probably remember my name tomorrow.
You might remember it next week.
In a month, maybe you’d remember my face.
Two months later—unless something jogs your memory—it’s likely gone.
But if we met today…
chatted again tomorrow…
exchanged an email next week…
you saw a post from me the week after…
and then ran into me at another event…
Now we have a connection.
That’s consistency.
And that’s how the flywheel starts to move.
Consistency Isn’t Posting More — It’s Being Recognizable
Most business owners think consistency means “posting all the time.”
It doesn’t.
Consistency means showing up often enough, in recognizable ways, that people remember you when it matters.
Not because you were loud.
Because you were familiar.
Consistency Across Platforms (Same Business, Different Rooms)
Earlier in the flywheel, we talked about platform, choosing the right place for your message.
Consistency is what makes those platforms work together.
Think of each platform as a different place someone might bump into you:
In person
Google search
Facebook
Email
Your website
You don’t introduce yourself as a totally different person in each room.
Your business shouldn’t either.
In real life, this looks like:
The same core message everywhere (not copy-paste, just consistent)
The same hours on Google, Facebook, and your website
The same faces—owners, staff, real people
The same tone and values
Every inconsistency creates a moment of doubt.
And doubt slows the flywheel down.
Try this AI prompt:
“Here is how I describe my business in one sentence: [paste it].
Rewrite this for:
– Google Business Profile
– Facebook About section
– A casual in-person introduction
Keep the meaning the same. Do not add hype.”
Consistency Is About Sustainable Effort (Not Max Effort)
Here’s another way to think about it.
If I go to the gym and go all-out on day one, two things usually happen:
I can’t walk for two days
I don’t go back
Momentum is gone before it ever starts.
But if I do a short workout three days the first week…
add five pounds the next week…
add a little more the week after that…
and just keep showing up…
A few months later, I might add a fourth day.
A little more time. A little more weight.
Even if I eventually level out and just keep those three days?
In one year, I’m unrecognizable.
In three years, I’m unstoppable.
That’s how consistency actually works in marketing.
How This Fits the Flywheel
Inside the Marketing Flywheel:
Audience tells you what to train
Message is your form
Platform is the equipment you choose
Consistency is showing up
Refine is adding weight slowly instead of starting over
You don’t earn the right to refine without consistency.
And you don’t need intensity to make progress—just repetition.
Consistency in Where and When You Show Up
One of my favorite real-world examples:
A restaurant posts the daily special every morning at the same time on Facebook.
It might not always show up in your feed.
But people know it’s there.
So they look for it.
That search behavior actually helps future posts show up more.
The key insight:
Consistency trains your customer, not the algorithm.
This doesn’t mean posting everywhere.
It means picking one platform and one rhythm you can keep.
Try this AI prompt:
“Given my business type, suggest one simple recurring post customers could learn to expect each week.”
Keep the Flywheel Sustainable
The goal of consistency isn’t volume.
It’s creating enough signal that you can refine what’s working.
The best marketing schedule isn’t the most aggressive one.
It’s the one you’ll still be doing six months from now.
Try this AI prompt:
“I can realistically spend [X] minutes per week on marketing.
Help me design a 90-day marketing rhythm I won’t burn out on.”
The Big Takeaway
Consistency isn’t saying the same thing over and over.
It’s being recognizable over time.
Audience gets you focused.
Message gives you clarity.
Platform puts you in the right room.
Consistency builds trust.
Refinement is how you improve without starting over.
Learn about the full flywheel in 90 seconds here:
That’s how the flywheel compounds.
— Ryan
AI-Fueled Growth