Great marketing is not about ‘more’ communication and–surprisingly–it’s not about quality either. If you want to nurture relationships with your customers, the most valuable thing you can do is be consistent.

People worry about perfection. As my coach Alan Weiss often says, “success, not perfection.”

Inconsistency is a killer when it comes to building Evergreen relationships. If you want to win the sales and marketing game, be consistent.