Three Marketing Approaches When Things Are Good

I can feel it now - that warm comfortable sense of well-being that comes on when my schedule is full. But it's the same warm sense that reportedly comes on before you freeze to death. Whenever you feel that things are going right, you can depend that they will soon go wrong. So when things are looking up for business, that's when it's time to knuckle down and push forward on your marketing. However, there is a difference between times like these and when things are slower. Here are some ways to make your marketing pay off:

• Replace clients. Because you're in a strong position, seek replacements for your least desirable clients. You aren't in a rush, so begin testing a few new clients, see which ones provide the most satisfaction, and then begin weaning yourself from the ones that aren't worth the time you spend on them.


• Think long term. Different companies or publications take various amounts of time to bring into your business fold. When things are going well, you can begin developing relationships with the ones that take longer. These are often the greater prestige and better paying prospects.


• New areas. You might have wanted to move into new areas - whether subjects, industries, or types of writing. When you go into something new, you often can't prove the value you can in more established areas. So when things are going well, you're in a position to take some lower-paying work, if necessary, to establish your credits in the new area so that you'll be in good shape to get the better pay. When things are leaner, you may be more dependent on the revenue from each assignment, and so won't necessarily have this opportunity to develop your business.

Marketing isn't a uniform and unchanging activity. Let yours be sensitive to where your business is at any time and shift your focus and approach to make marketing increasingly effective.