One thing I can tell you for sure is that prospects and existing clients notice when what you do in your business isn't
consistent with what you say you believe in. Your message and your business behaviors have to match. Otherwise, you'll be
seen as untrustworthy. For a service professional that's the kiss of death.
I'd bet you won't have to think very hard to come up with an example of inconsistent messaging and action in a business. How about banks with “we care about you” campaigns that consistently refuse to work out mortgage terms for home owners with life threatening illnesses, and instead foreclose on them while they are sick and cannot work?
How about retail shops that say they have a return policy, but it's so time consuming and laborious it actively discourages customers to use it?
Here's one I ran into a few months ago on a flight – a huge article in the on-line magazine about how eco-friendly the airline was up 
against the completely prepackaged and 100% disposable meal delivery.
A common one I see with service professionals is marketing that says “we'll work out a convenient time” but then limit their available appointment times to 2 days a week at certain times and are completely inflexible about it.
Whatever you say you are about, your actions must support that claim. Think about the last interaction you had with a client or customer. Was it 100% in line with what your messaging says?
I think the key here Sue is longevity and a sustainable business – it pays to be consistent because it will pay off in spades in the long term
This is more one of the key issues for newly minted start up entrepreneurs.
They have an idea for a business and then begin to stray all over the place.
Keeping one or two main focus areas and living and breathing these is the way to go.
Thanks for sharing. I’m agree with Bill, airlines are one of the worst.
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Great points, Sue. I liken it the old saying, “Do what you say, and say what you mean.”
I couldn’t agree more. And as small business owners you have to be that much more aware of it because you’re so accessible. Most people can’t get near a high powered CEO, though you may want to model your airline experience after this guy…. http://www.londonlovesbusiness.com/business-news/business/richard-branson-reveals-worlds-best-complaint-letter-about-virgin-atlantic/5878.article
Oh Sue! I soooo agree 🙂 You MUST walk your talk, do what you preach or teach, and lead by example. There are so many phonies cluttering up the marketplace these days, faking it until they make it, or only saying what consumers want to hear but not delivering on their promises. Those who walk their talk, do what hey preach or teach, and lead by example stand out and earn consumer loyalty and respect … instead of just expecting it.
I agree consistency is key. I try hard when I put together materials to look at what else I’ve done and how it matches what I’ve been doing. If I’m changing directions that’s okay but there needs to be a good reason for it and I need to be able to explain it so my clients are not left confused and/or bewildered.
Sue, your photo is hilarious! I think we’ve all encountered this inconsistent messaging. It is why it is so refreshing when somebody does it right. We notice it!
Airlines are one of the worst for this. Hotels are sometimes inconsistent, but if you call them on it, they will usually make a good effort to rectify the problem.