Think of what you’ve invested in your business over the years. I know that it’s been a rough few years. I know that the long days have even become longer and based on the number of weekend email exchanges I have with my customers – I know that just having a free weekend would be a welcome respite, let alone being able to take a week for that long over due vacation.
Here are some things that can help you fall in love with your business again, not to mention smooth out the ups and downs of revenue peaks and valleys.
Get some help. That help can come in the form of outsourcing, referral partners, automation and strategic, targeted effort that allows you to make a lasting impression.
Is your online presence helping you? Does your website have the necessary content to allow visitors to first know like and trust you and qualify themselves for your products and services? Your website and blog can work for you on a 24/7/365 basis. But if there’s nothing to engage the visitor and show them what you can do to help them be successful – your website is not serving its purpose. A good place to start is to think about the questions you are asked during the course of the week. That question can serve as the title to a blog article. The answer to the question serves as the body of the article.
When was the last time you spoke with your referral partners? Maintaining communication with referral partners, selecting them strategically in order to answer the needs of your customers is one of the best things you can do to open up the windows and allow a few bluebirds to fly in. In Duct Tape Marketing, we coach business owners to develop a profile of the ideal customer. That profile can be shared with referral partners so they know exactly who to refer to you. When you share that profile with your referral partner, request that they provide you with a profile of their ideal customer so that you can return the favor.
Go small and go bold. Pare your list down so that you can spend more per contact to create a campaign that will have a lasting impression. Read and reread your message. Does it address the pain your ideal prospect deals with every day? Does it clearly describe how you can alleviate that pain? Does is read like a story? Does it have drama? Or is it a bunch of corporate-speak that offers no value and requires the recipient to connect the dots and figure it out for themselves?
Roll up your sleeves and commit to injecting personality and value and intelligence into all your marketing efforts. Jettison the idea of a magic bullet and embrace the regimen of building an effective ongoing communications plan. Celebrate the victories. Refuse to succumb to negative and cynical thinking and insist on being a part of the few who will succeed in spite of the economy. Be your company’s foremost evangelist and cheerleader. What you do matters and benefits those that you serve.
Fall in love with your business again.