Who among us does not remember the fable about the speedy hare and the plodding tortoise? I have to admit, for much of my life I identified with the hare. Doing the same thing day after day gets boring. It’s much more fun trying new things. And, it’s difficult to stay focused when obvious results are nowhere to be seen.
But, as we all know, the hare got his lunch handed to him. He lost the race even though he was clearly the faster animal.
I see a lesson here for us as we promote our small businesses. It’s the about doing the right things every day and letting the power of time work in your favor. This almost always gets you closer to your goal than sporadic, inconsistent effort.
Too many small business owners are like the hare in their marketing. When they feel a need for customers, they’ll do some marketing. Maybe they’ll run an ad or do some networking. Maybe they’ll send out a mailing or have a sale. Anything to get some customers in the door.
But then they stop. Once the urgency has passed, they forget about marketing. Until revenue declines again. Then they do some more marketing. So, they experience an up and down cycle of revenue that mirrors their up and down marketing activity.
You’re much better off doing your marketing like the tortoise. Work at it constantly, steadliy, repeatedly. Make it part of your routine, just like paying rent or turning on the lights. The more constant your marketing is, the better your results will be.
So, if you want the best results from your marketing investment, be like the tortoise. Work at it constantly. Make your marketing an automatic and systematic part of your business.