On one occasion, I was at a meeting with colleagues. As our meeting was wrapping up my phone rang. The caller was interested in learning how I could help him with his business. This is what he told me, “I have seen your ad (in the San Mateo Daily Journal) several times and finally decided to call you.”
Now how would I have convinced this person that I’m worth a call if I only advertised once? You might be saying, “Well if I advertised in the paper I’d do it more than once.”
Fair enough. But do you go to the same networking group over and over? Do you send out your newsletter regularly? Do you update your Facebook Fan page daily? Do you post your ads on Craigslist every week? Are you blogging every week?
See, this is what I’m talking about. Across the board are you marketing consistently? Note that this doesn’t have to mean you spend money regularly – though spending some is wise – it means that you keep up the drumbeat about your company. You just don’t know when your message is going to click. And you’ll never know if you don’t keep talking about your business.