Okay class, as you know, we’re having an essay exam today so take out a sheet of notebook paper and a pencil and write today’s date and your name in the upper right corner.
At the top of the page, write, “The best time for marketingâ€. That’s the subject for the exam. You have 30 minutes to write your essay. Are there any questions? Okay. Ready? Begin.
[Teacher: reading magazines, making shopping list, checking students to see who’s cheating. . .]
Time’s up. Pencils down. Please pass your paper to the front.
Okay, we have a few minutes left until next period so does anyone want to share a few thoughts about the subject of the exam? Yes, David?
[David]: Most people will say that marketing should be done all the time, that is, every day, and while that’s true, the question is about the BEST time for marketing. In my essay, I said that the best time is when things are going well in your business, when you are busy and really don’t need new clients or customers.
The reason is that there will come a time when business will drop off and that’s the worst time to ramp up your marketing because you’re under pressure to make payroll and you don’t have time to do the kinds of marketing that are likely to have a big, long-term payoff. It’s harder to say no to lower-quality clients when your rent is overdue.
Also, when you’re busy, the marketing you do is often more effective. Success breeds more success. When your phone is ringing and you’re constantly signing up new clients, you’re excited and confident, and those qualities attract even more clients.
Nobody wants to hire someone who is desperate, they want to hire someone who exudes success. When you’re busy, there’s a positive vibe in your office and clients pick up on it, signing up more quickly and with less resistance. That vibe also leads to more positive word-of-mouth and referrals.
When you’re busy, you have the resources to try out new marketing ideas. If they don’t work, you can absorb the loss. If they do work, you have some new arrows in your marketing quiver.
The bottom line is that when you need clients, you’re playing catch up and marketing is more difficult and less effective. When you’re busy, marketing is easier and you get better results.
So yeah, the best time for marketing is when you don’t need it, just like the best time for exercise is when you’re healthy and in shape.
[Teacher]: Uh. . . thank you David. Class dismissed.
Get on board the attorney marketing train
