When it comes time to put together another newsletter issue or blog post, do you ever silently groan and wonder:
- Does anyone ever read this stuff?
- Is this really worth it?
- I’m so tired of doing these activities over and over, does it ever pay off?
The answer is yes. Let me give you a personal example to explain why. Last week, the leadership team of a non-profit organization asked me to meet with them about developing a consulting project to improve their marketing efforts. When I asked why they requested my help, one executive spoke up and said, “We’ve been reading your newsletter for quite a while. And, when we found ourselves in need of help, your name stayed on our mind.” In that moment, I silently reminded myself, “Thank goodness I didn’t stop writing my newsletters – even when I didn’t feel like it.
When you don’t stay consistent with your marketing, a powerful principle takes over: Out of sight…out of mind. Out of mind…out of interest. Out of interest…out of business.
Baseball players don’t expect to hit a home run every time they bat. Likewise, don’t expect to hit a home run when you send out a newsletter or write a new blog post. That’s not the point of marketing. The promotional purpose of newsletters and blog posts is to consistently stay in people’s mind and remind them of your value. When you stay the course, you’ll be the primary person that people consider when a need arises. Then, you’ll find yourself sitting in a big meeting or on the phone with a great opportunity silently thinking to yourself, “Thank goodness I didn’t stop writing those newsletters – even when I didn’t feel like it.”
