Bright Ideas # 33 – Putting Your Business in the Fast Lane

How many times have you asked someone “How’s business?”, only to hear “Oh, you know, up and down…”

When I first opened my business, I swear I heard that phrase from just about everyone. At first, I thought it was the poor economy. Then I thought maybe it was mostly service professionals.

But for many businesses, things have not gotten better even as the economy has improved. And I’ve now heard these horror stories from consultants, graphic designers, restaurant owners and even veterinarians.

The interesting thing is, most folks seem to believe the cyclical nature of their business is beyond their control. That they are somehow at the whim of a great natural force that decrees you will go through periods of boom and bust.

Well I’m here to tell you that is a big fat lie!

The reality is, the ups and downs of most businesses can be explained by one simple thing…inconsistent marketing.

You see, your business is a lot like a car. In order to make a car go, you have to give it some gas. And when it comes to your business, marketing is the gas that makes it go.

Because marketing is what lets people know that you exist, who you are and what you offer. And it is what keeps your business in the top of their mind.

Unfortunately, far too many people market sporadically at best. And they usually don’t have a goal in mind (like increasing sales by x%).

Instead, they just place an ad or two, run a promotion, or hit a few networking groups then get busy taking care of the new business that comes in.

The problem is that once you are done handling all the new business, there isn’t any more because you took your foot off the gas. And since you didn’t know where you wanted that marketing to take your business, you end up in exactly the same place you were in before the last wave of customers came through your door.

Imagine what would happen if people drove their cars like this...

First, there would be a heck of a lot more wrecks. Because every time someone finally got up to cruising speed, they would take their foot off the gas. Or they’d constantly be stopping and starting. And since they wouldn’t have a goal in mind when they pulled out of the driveway, chances are they’d get nowhere fast.

Of course, there are a number of reasons why small business owners don’t market consistently. Perhaps one of these rings true for you…

1) Too Busy:
If you are like most small business owners, trust me, you will always be too busy. Your plate will always be overflowing and your to-do list ten miles long. Luckily, there are plenty of quick, easy and even automated ways to market your business. So don’t let this be your excuse.

2) Procrastination:
Why do today what you can put off until tomorrow? Because tomorrow never comes, and your business is going to suffer for it. If you want to have a steady stream of customers, then you have to find ways to take action.

3) Intimidation:
If you don’t know much about marketing, the options alone can quickly become overwhelming. But marketing is an area of business expertise unto itself. So don’t feel bad if you suffer from this problem, but don’t let it stop you either. You can (and should) learn more about marketing through books, classes, seminars, or newsletters like this one. Or hire a marketing professional like myself to help you develop a strategy and tools that will work for you.

Now that we’ve gotten those roadblocks out of the way, it’s time to put the pedal to the metal and take your business from 0-60. All you have to do is take one action each day to give your business a little go-juice. Here are a few simple suggestions:

1) Send out thank yous to new customers ASAP
2) Tear out an article that might interest one of your clients and mail it to them with them a short note
3) Write an article and post it to the Web, or send a copy to your clients
4) Join a regular networking group
5) Send a follow up email to new contacts within 24 hours of meeting them
6) Identify a new, potentially useful contact or client
7) Attend a lunchtime seminar or workshop
8) Call a client you haven’t talked to in more than 6 months

The possibilities are endless. Just make sure that whatever you decide to do, you get it done. No excuses. Before you know it, you and your business will be cruising in the fast lane.

©2002-2006 Success Stream. All Rights Reserved. www.success-stream.com

Do you have a marketing, advertising or writing question you’d like to have answered? Email me and you might see the answer in a future edition of Bright Ideas.
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