Street Sign the Direction Way to Marketing
I?m a marketing consultant, and every January starts the same way for me. Principals tell me they want to take their marketing seriously. ?This year, I don?t want to just ?make it? with referrals,? they say.
Some sign on with us, and others ask me to check back in a few months. By spring, many of them have lost steam. They said they would add recent projects to their website and post weekly on social media. But they can?t remember the last time they logged in to their accounts, let alone scheduled an update.
According to a Forbes survey, 87% of people abandon their New Year?s Resolutions by April. But if you?re in this group, it?s not because you?re lazy or procrastinating. I believe this happens when you don?t have the systems to simultaneously work on the business and in it. It?s like trying to eat healthy in a food desert. Your environment doesn?t make it possible?let alone easy?for you to make a change. The Feast to Famine Cycle
In business, it?s called the ?feast-to-famine? cycle. You spend months chasing new work. But once it?s secured, you?re so busy working that lead generation falls to the back burner, and you don?t have anything else lined up for when the project ends. Stressed and anxious, you repeat the pattern all over again. Since you keep selling from a place of scarcity (hence ?famine?), you?re more likely to take on work you don?t really want, or to underprice just to make the sale?never leaving enough money left o...