3 keys to persistent profits
Consistent audience. Speak to the same group of people every time. This one is super relevant today, the best businesses speak to one particular audience all the time. They address that audience directly, by naming them - and indirectly, by speaking to particular situations and needs that only apply to the audience you want to reach.
Consistent message. Say the same thing every time. I find this fascinating, because creators are finding ways to say the same thing in a million different ways. They might have 2-3 core messages they want to get across, and they will find innovative ways to repeat those things through story, situation, interview, etc. Really any way they can re-package and re-present the same messages over and over again, they will do.
Consistent presence. Show up consistently all the time. In 2025 and going into 2026, we are shifting towards ever-present, more genuine, content. Perhaps its the antidote to AI, or just fatigue of overly produced content, but creators are showing up more often and more simply today. It’s not uncommon for 5-7 posts per day to go out across TikTok, Instagram, and YouTube Shorts. Then there’s LinkedIn, YouTube, Podcasts, and Blogs, which tend to go out at least once per week as well.
