Many people, when they think about consistency, assume it simply means showing up regularly: posting content every day, sending regular emails, or maintaining a steady flow of work.
But being consistent goes beyond just doing something frequently.
Consistency is about maintaining a standard, a message, or a quality over time. It’s a commitment to a purpose or strategy, rather than just ticking off a box.
Why do people confuse consistency and frequency
Frequency is about how often you do something. For instance, posting on social media every day is an example of frequency. You could post frequently but still lack consistency if the message, tone, or quality of your content varies.
Posting daily but without intention doesn’t necessarily build trust or recognition.
Consistency is about maintaining a steady quality and message. It’s less about how often you show up, but more about how you show up when you do.
You can be consistent even if you post only once a week: if your message is clear, your tone is consistent, and your goals are aligned with your audience.
Think of consistency like training for something. When you train, you might be doing the same types of exercises repeatedly.
The goal is not just to go through the motions more often but to get better with each session. Each time you practice, you aim to sharpen your skills, improve your performance, and become more efficient.
Consistency is about continuous improvement and refining your skills or message over time.
In contrast, frequency would be like going to the gym every day but doing the same routine without any thought for improvement.
If you aren’t adjusting your form or increasing the difficulty, you won’t see any progress.
Joe Pulizzi wrote an article about the power of consistency in which he says “For years, I’ve talked about consistency in frequency as being the most important thing to building a content-first business.”
Consistency and frequency are both essential, and while they serve different purposes, they should work hand in hand to drive success.
Rather than thinking of one as more important than the other, the key is to recognize that they complement each other, each playing a crucial role in achieving your goals.
Sending my newsletter is something I do weekly. Every Thursday, at 2 PM, I’m there. But just sending it every week is not enough. I’m constantly trying to improve it. I’m constantly testing things and then sharing what I’ve learned with my audience. I think this means consistency in frequency.
Why both consistency and frequency matter
Frequency creates visibility and momentum
Whether it’s on social media, in business, or in learning a new skill, being frequent means you remain top-of-mind for your audience, clients, or even for yourself.
The more often you show up, the more visible you are.
Think of frequency as momentum. If you want to build a habit or improve at something, you need to practice frequently.
Consistency builds trust and long-term growth
Consistency ensures that your efforts are aligned with a purpose. While frequency keeps you active, consistency ensures that you’re delivering the same quality or message over time, which builds trust and reliability.
If you show up often, but your tone, quality, or message is scattered, people will struggle to connect with you or your brand.
Consistency is what keeps your audience engaged and helps you grow sustainably. If people know what to expect from you, whether it’s the quality of your content, your approach to solving problems, or your unique perspective, they will trust you more.
How to balance consistency and frequency
- Create a system: Establish a routine where you can show up frequently but also maintain the same standard or quality each time.
For example, if you’re creating content, set a schedule that you can manage. Maybe that’s three times a week instead of every day, but with a focus on quality and alignment with your core message.
Many people have a personal hub, like a note on their phone or a journal where they store their ideas, to-do lists, or important thoughts. This “hub” can be seen as a space for consistency.
You return to it to refine ideas, to keep track of goals, or to sharpen skills. Consistency is about building on something over time, much like this personal note that evolves and grows as you add new insights.
- Iterate and improve: Use frequency as an opportunity to improve consistently. Each time you show up, whether it’s writing, speaking, or exercising, ask yourself how you can do it better. This is where consistency shines. It’s not just about repeating the same action, but also about sharpening your skills and refining your message over time.
This creates a cycle where frequency accelerates your growth, and consistency ensures that growth is meaningful.
Don’t forget, consistency and frequency work best together, driving both visibility and long-term trust. The key is finding a rhythm where you can show up often while continuously improving.