Yesterday, I talked about coming to grips with doing things you don’t want to do. Like marketing.
Basically, I talked about sneaking up on a task and giving it a big hug, until it feels familiar and you can give it a go. But there’s another way to do things you don’t want to do.
Do them anyway.
Who says you have to feel like it? Who says you have to like it? You have work to do so do it.
You may have legal work you don’t “feel” like doing. You do it anyway because if you don’t, your clients leave you, sue you, and complain about you. You can’t pay your bills. You lose your license. Your home. Your spouse.
There’s no choice here, you do the work.
With marketing, it’s different. Or so we tell ourselves. If we don’t do the work, we don’t lose, we just don’t gain.
Of course, that’s not true. If you don’t do any marketing, eventually you will lose everything.
Fear of loss is powerful. That’s why we do our legal work even when we might not want to. The desire for gain doesn’t motivate us in the same way.
That’s why we have to create habits and routines for marketing, why we have to hold ourselves accountable to others, why we have to block out time on our calendar for marketing (even five minutes a day), and why we have to force ourselves to do it.
But not forever. Eventually, we see that marketing isn’t that bad and it really does work. Eventually, we come to like it.
Or we don’t. But we do it anyway.
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