Last week, we looked at how fear can paralyze. As promised, let's now take a peek at fear’s evil counterpart, comfort.
While fear paralyzes, comfort just makes us lazy. When things are going okay and business is good are you out there working it? Are you staying in touch with existing clients? Reaching out to former ones? Looking for that new business prospect? Probably not.
That’s why marketing efforts cannot be effective without being a part of a schedule. It’s just too easy when things are going well to just let things slide. But, if part of your week’s schedule, week in and week out, is to make 5 cold calls or schedule lunch with a former client – then it will get done. It’s habit. And if it isn't habit — it is scheduled.
If you don’t get into the habit, that comfy place you’re in now is going to shift sooner or later. And then you’re going to gear up a marketing effort – and be frustrated when it doesn’t work instantaneously.
Marketing isn’t something you start when the ship is leaking. Effective marketing is consistently and regularly talking to your key audiences. Just like the ground absorbs the rain water better when it comes in a light, all-day rain, your potential customers will hear you much better if you talk to them regularly, rather than shouting at them when you need their business right away.
Don’t let fear or comfort control your marketing. You take control. Put a simple written plan in place. Build it into your workweek, your planner and your habits. Feeling a little less comfy? Good.
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Eeeewww!! Cold calls? But Drew, the phone ways a ton! Any advice on that?
Darn! Meant to say “Weighs a ton”. Can I get a do over?
Derek,
I think cold calls can be avoided if you actively network enough and create a “warm” call program where you are constantly reaching out to people you know or have casually met.
But most people don’t even do that…and then they get backed into a corner and are forced to cold call.
Drew
Hey Drew.
I definitely agree that getting too comfortable can be dangerous. I previously ran an online business from home full-time. Things were going well enough that I started slacking off. Because I didn’t keep pushing myself eventually I ran into tough times. By the time I realized the problem it was too late and I had to get a new daytime job. Now I am back working on my business full time and I have learned from my past mistakes. I now realize that marketing is something that needs to be kept up constantly.
-Jeremy
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This sounds about right. Putting just one video up, for example, on YouTube, DailyMotion, AdWido, and other video sites isn’t going to be enough to maintain your potential customer base. People won’t have anything new to share that will lead them to you. But this does have to be carefully balanced, because people won’t want to see a new video from you every day; it’ll just get boring.