Thu 9 Oct 2008
We have taken two calls this week from businesses that are struggling. Both said they had no money for advertising, but both were desperate for new business.
Running a business takes a tremendous amount of focused energy. While you are getting the work done, you are probably neglecting the marketing and sales part. This results in severe up and down cycles for your cash flow and stress level.
One of the smartest things any business can do is continue advertising during both the busy and slow times. Keep a steady and consistent presence in front of the potential new customers. Focus your energy and resources with a plan.
For example: If you have a charcoal briquette BBQ, you know that scattering a few briquettes around and dousing with lighter fluid can create a big exciting fire. Leave it to go do something else, and when you come back all the fire and heat is gone. It is too spread out and dies from lack of fuel and heat.
But if you make a pile with the briquettes, they will all catch on and hold the fire and build long lasting heat. You will be cooking on nice, even heat before you know it. Focus your energies. Stack your briquettes. Keep your business going by focusing your energy.
When times are good, you should advertise. When times are bad you must advertise.
Focus on what you do best and yell it from the mountaintops!

