As I look over my past marketing endeavors I find a massive chink in the armor.
I have been the type of person who loves to make ads and see response. Yeah, I have good responses, but what do I do? Base what I am going to do next on the success or failure of what I just did.
No steady monthly commitment.
I do not allocate x dollars per month that is set in stone. I back off when I am busy (even though I can slow down instantly and need to fire up the machine again) I back off in the winter. I am not really sure why I do this.
I was flying by the seat of my pants. Living in the moment (which I attribute every negative thing that has ever happened to me).
So after being slapped up-side-of-the-head and frankly, being very embarrassed from my coach pointing it out.
What will I do to get work tomorrow? How much growth do I want this year? What will I do during the soft months? What the heck am I trying to accomplish all-together? I sit and ponder my next ad instead.
As I sat and thought about what I do that is steady like- Send out 1000 mailings per month. Distribute 4000 fliers per month or whatever… I had no amount. I had no dollar figure to budget. I have NO way of making sure the machine is running at all times, not at my convenience.
Sadly, business is anything but convenient as you know.
It is strange but I will get a great response on my ads and in my prime months, I don’t attack with them. Reminding consumers over and over about me, and maybe catch them while they are in need.
I back off… until the phone calls slow to just the “lookers” (YP, PPC, etc) Then I scramble to get my ads made, takes about a week. Then I need to get them out… what a pain in the arse. And God knows the rivers of money and new customers I have missed out on. (I would go as far as to say $100,000+ over the past 6 years)
I want to be booked solid at least April-November. I don’t mean busy… I mean BOOKED SOLID!
Opportunity cannot be found unless we are aggressively seeking it out. I have gotten “lucky” before and stumbled into something, but I would be dead if I relied on that alone.
I now know how much I am going to spend each month no matter what (unless I spend more). I will automatically order my ads every 2 weeks and always keeping a steady flow of possibilities coming my way.
Keep that darned phone ringing!
I have a friend that advertises his business to the extreme. Always putting LOTS of money into that… and is very successful.
Me- Better marketer, better at my “skill” and no where near what I consider “successful”.
Him- He created a customer making system and he is still growing and growing. He allocates, implements and is unwavering on his marketing schedule.
He literally runs his business like a very well maintained machine and that machine keeps driving him to the bank.
just venting, thank you for your time to listen…