Placing trust in the people or organizations we’re dealing with.

People want consistency in their lives. In politics, economics, business, relationships—everything.

We value consistency because it eliminates uncertainty from the situation at hand and the more certain we feel, the easier it is to place our trust in the people or organizations we’re dealing with.

John C. Maxwell, an American author and speaker who focuses mostly on leadership, said, “Small disciplines repeated with consistency every day leads to great achievements gained slowly over time.”

Consistency with Traffic

What Maxwell said is true. And it’s especially fitting when it comes to building web traffic.

No matter what, you have to be consistent in doing traffic. I say this because, lots of times, I see people who are just starting to do paid traffic and they’ll spend a few hundred dollars here or a few hundred dollars there, but then they’ll stop eventually.

And when it comes to marketing a business online, that’s not an option. That approach doesn’t work.

You’ve got to be consistent in order to move forward and grow. You have to make it part of your daily focus, just as you would if you were responsible for growing traffic at a big company.

8020 rule

Think of the Pareto Principle, the 80/20 rule, which says 80 percent of your results will come from 20 percent of your efforts. Well, the 80/20 rule is particularly relevant when it comes to traffic because most of the money you make will come from only 20 percent of your leads.

So, the vast majority of the traffic you buy will not be profitable—but you need to buy it anyway because that’s the only way to close in on that very profitable 20 percent.

What you need to ask yourself is: are you willing to take a few small losses in order to find the big fishes or not? Once you’ve answered this question, you will then find out how successful you can be in business in terms of consistency or by just throwing in the towel.


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