Every once in a while, I get pushback from a potential client after presenting a project fee.
The response usually sounds something like: “That’s a little more than I was expecting to pay” or “I was hoping I wouldn’t have to spend more than ______.”
After doing a little digging, I find the pushback is almost always the result of a single problem …
The prospect views marketing as an expense, rather than an asset.
In my book, The “You” Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers, I explain how this mistake prevents companies from marketing on a consistent basis.
Since marketing is only seen as a means to spend money, the “expense” is avoided until gathering leads becomes a necessity. Then marketing turns into a single event where time becomes the enemy and prospects’ needs get ignored.
You might try a tradeshow booth … run an ad in a newspaper … buy and blast a list with an offer … record your first video … get in touch with the last SEO “expert” who promised a first-page ranking … or look for some other shortcut.
This mentality is no different than the husband who shops for flowers the day after a forgotten wedding anniversary. Sure, the concept is correct — but it’s often too late!
Companies that consistently generate leads treat marketing as a routine. Distributing a message that attracts prospects and creates clients is done just as much when business booms as when it slows.
Remember, effective marketing results in assets you can use over and over again.
In my business, for example, I have published books, special reports, hundreds of blog posts, articles in print publications, educational videos, audio recordings/podcasts and multiple websites that generate leads. I’ve been adding to these assets since October 2001, and they’ll continue to produce as long as I make them available.
The likelihood of leads jumps each time I create content. So I strive to put out new material at least once a week.
Listen, you have an incredible opportunity right now. It’s never been easier to create and distribute marketing content — both online and offline.
You only have to be willing to make sharing your knowledge part of your routine.
Heck, you can begin with your website. Imagine what adding one piece of quality content to your website a week would do for your online presence.
Search engines loves fresh content. So, at the very least, you’ll increase your traffic.
And here’s something else to keep in mind …
What if you take one of those new pieces from your website and use it other places?
Maybe you share it offline as part of a letter to re-connect with former clients … use it to maintain communication with a prospect email list …. make a few adjustments and send it to the media as a press release … add it to a monthly newsletter … insert it as a chapter for a future book … post it to your social media feeds … expand the subject to create a special report … apply it to a webinar or teleseminar …
Your options are almost limitless — and we’re only talking about one piece of content!
Of course, creating content as part of a marketing routine isn’t easy. Then again, when was the last time you took on a worthwhile task that was?