Marketing is one of the most powerful tools experts have to grow their businesses, build authority, and foster trust. Yet, so many advisors fall into the trap of what we call "stop-and-start marketing"—a cycle of initiating marketing efforts only to abandon them when they don’t see immediate results, get too busy, or lose motivation. This inconsistency leads to "stop-and-start success," meaning real, sustainable growth never materializes.
At ProudMouth, we’ve seen this cycle play out repeatedly, and we know that the only way to break it is by forming strong marketing habits. In Episode 443 of our Top Advisor Marketing Podcast, we explored this concept in depth, leveraging insights from James Clear’s groundbreaking book Atomic Habits. The solution to inconsistent marketing is not just about having the right strategies—it’s about making content creation a habit that sticks.
Why Stop-and-Start Marketing Happens
Many advisors struggle with creating consistent marketing habits for a few key reasons:
1. They Don’t Know What Habits to Build – Without clear guidance, advisors experiment with different tactics—webinars, social media, email marketing—without a structured plan, leading to frustration and discontinuation.
2. They Have Misaligned Expectations – Some advisors expect instant results from marketing, but influence-building is a long game. When they don’t see quick returns, they assume marketing "doesn’t work."
3. They Lack a Repeatable Process – Effective marketing requires a system that makes content creation feel seamless rather than burdensome.
The good news? Breaking free from this cycle is entirely possible. By applying the four laws of behavior change outlined in Atomic Habits, you can transform marketing into a natural and sustainable part of your business.
The Four Laws of Behavior Change: How to Build a Marketing Habit
1. Make It Obvious (Create Clear Cues)
If marketing isn’t built into your routine, it’s easy to push it aside. You need cues that remind you to take action consistently.
How to do this:
- Schedule content creation time on your calendar just as you would a client meeting.
- Set up a dedicated space for recording podcasts, videos, or writing content.
- Use reminders or visual cues—like a microphone on your desk—to reinforce the habit.
At ProudMouth, our team has set podcast recording days and a structured process for content production, ensuring that marketing is always on our schedule, not an afterthought.
2. Make It Attractive (Find the Fun in It)
A habit sticks when it’s enjoyable. If marketing feels like a chore, you’ll find excuses to avoid it.
How to do this:
- Choose marketing formats that align with your strengths—if you love conversations, start a podcast; if you enjoy writing, create blogs.
- Engage in content creation with a co-host or team member to make it more interactive and enjoyable.
- Focus on the value and impact of your content rather than the "work" it takes to create it.
3. Make It Easy (Reduce Friction)
The more complicated marketing feels, the more likely you are to quit. Simplify the process so that content creation is easy and efficient.
How to do this:
- Outsource where possible. Many advisors try to do everything themselves, but hiring a content team or partnering with experts like ProudMouth removes friction and increases efficiency.
- Batch your content. Record multiple podcast episodes or videos in one sitting to maximize efficiency.
- Use automation. Schedule social media posts and email campaigns in advance to maintain consistency.
4. Make It Satisfying (Recognize the Rewards)
Immediate rewards reinforce good habits. The challenge with marketing is that the biggest rewards (client conversions, brand authority) come over time. However, there are short-term wins that make the habit satisfying.
How to do this:
- Track your progress. Celebrate milestones like completing a set number of episodes or increasing engagement on your content.
- Embrace the unexpected benefits. Podcasting and content marketing lead to deeper relationships, more confidence, and new business opportunities you never anticipated.
- Remember that momentum breeds success. The more consistently you show up, the more traction you build, and that momentum compounds over time.
The High Cost of Stop-and-Start Marketing
Inconsistent marketing doesn’t just slow down growth—it actively undermines it. Here’s what happens when you stop marketing:
- You confuse your audience. If you disappear and reappear sporadically, prospects question your reliability.
- You lose top-of-mind awareness. If you’re not consistently visible, competitors who are will capture your audience’s attention.
- You never gain momentum. Marketing success isn’t about single actions—it’s about building sustained influence.
How to Get Started
The time to break free from stop-and-start marketing is now. Here’s your action plan:
1. Choose a marketing format that excites you. Whether it’s podcasting, blogging, or video, pick something sustainable.
2. Commit to a schedule. Block off time for content creation and stick to it.
3. Get support. Whether through hiring a marketing assistant, working with ProudMouth, or joining PodRocket Academy, make marketing easy.
4. Track progress and celebrate small wins. Recognize the impact of your consistency, and let momentum drive you forward.
At ProudMouth, our entire business is designed to help advisors overcome stop-and-start marketing by making influence-building easy, efficient, and enjoyable. Whether you need a do-it-yourself resource like PodRocket Academy, a launch team, or fully managed influence acceleration, we have the tools to help you succeed.
Stop being the marketer you aren’t. Start being the expert you are.
Let’s build a marketing habit that lasts.