If you’re like a lot of consultants, your plate is full. Very full.
You’ve got projects to run, a business to manage, and a personal life. Sometimes, there’s just not enough time in the day.
The natural reaction to the stress of being overloaded is to put off something on your to-do list. When you get too busy, you sort through your priorities and often it’s your marketing activities that you put on the back burner.
Why? Because it’s an easy thing to put on hold. You can convince yourself that publishing that article later than planned won’t hurt anything. Or you promise yourself that you will rework your web presence next month.
You can convince yourself that publishing that article later than planned won’t hurt anything.
If the reason you feel forced to pull back on marketing is because you have too much client work to do, that’s not a bad problem to have.
But the short-term gain from your client work, no matter how good it is, can put your business in a deep hole once that work slows up.
And that’s a problem you don’t want to have.
No doubt, you know it’s a mistake to let your marketing activities slip.
But to underscore the point, I’m going to use the business writer’s rule of social proof. When in doubt, roll out Peter Drucker.
Drucker summed up his take on marketing this way:
“Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation.”
Even though you understand the long-term implications of setting aside your marketing program, you may feel that’s your only option. So you resolve to put your head down, get the client work done, and ramp up your marketing as soon as things settle down.
Even though you understand the long-term implications of setting aside your marketing program, you may feel that’s your only option.
Fortunately, you do have another choice.