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I've been cranking out designs and code for the better part of a month now and neglecting my loyal six readers. After coming up for air, I noticed that I've violated one of my own laws of small-business marketing, which is ALWAYS MAKE TIME FOR MARKETING. I guess a thing like that is easy to say, but when the rubber meets the road it turns out that making time for marketing is hard to do consistently. I've amended my law (more of a guideline, anyway) as follows:
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1) Always make time for marketing.
1.a) Unless you don't have time.
1.a.a) If you're too busy with work, let it slide but make sure you keep it up enough to stay in the habit. Seriously, how hard is it to write a blog entry every few days?
1.a.b) If you're too busy with marketing, see Law of Small-business Marketing #2.
1.b) Unless you're on vacation. Always make time for vacation.
1.b.a) But you can still write a blog on vacation if you really want to. Hey, it's your vacation.
1.b.a.a) Unless your spouse doesn't approve. Hey, it's her vacation too.
1.b.a.b) On second thought, just enjoy your vacation.
1.b.b) And make sure to plan your vacation so you won't have to work or feel guilty about not working, i.e. after finishing a major project but before starting another one, or during your slow season.
1.b.b.a) Quit using "i.e." -- FireFox is so much better.
1.c) Even if you don't want to.
1.c.a) If it's not fun, you're doing it wrong.
1.c.a.a) OK, it's not all fun, but it shouldn't be that time-consuming anyway. See Law of Small-business Marketing #1 section a and Law of Small-business Marketing #3.
1.c.b) You'll regret it later if you don't. Sure, you're busy now, but the marketing you do now is what will keep you busy later.
1.c.c) Because I said so.
1.d) Do one little thing each day.
1.d.a) If you haven't done one little thing each day in a while, do one big thing.
1.d.b) If you haven't done one little thing each day or one big thing in a long time, see Law of Small-business Marketing #1.
1.e) Hire 3232 Design to design your website. It won't help you make time for marketing, but it will prove that these Laws of Small-business Marketing work.
1.e.a) You want the Laws of Small-business Marketing to work, don't you?
2) Always make time for work.
2.a) Unless you're too busy marketing.
2.a.a) Maybe you need to work a little less.
2.a.b) You're taking this way too seriously.
2.a.c) You are boring at parties.
2.a.c.a) Which is fine, considering that you no longer attend parties.
3) Keep it simple.
3.a) Simpler is better.
3.a.a) Don't make it more complicated than it needs to be.
3.a.a.a) Seriously.
3.b) Concentrate on maximizing your efforts where you can get the best responses from potential clients.
3.c) If you can't be bothered to write a blog entry, at least hand your business card to one potential client.
3.d) Forget all that. Just keep it simple.
4) You have to spend money to make money.
4.a) And time is money.
4.b) Money is also money.
4.c) Sometimes little beads made from seashells are money.
4.c.a) Do not under any circumstances accept this currency.
4.d) You don't have to spend money at 3232 Design, but it's probably a good idea.
5) Focus on the long-term impact of your marketing strategy.
5.a) Focus on your market as much as possible.
5.b) It takes seven points of contact with a potential client for them to associate you with your service and call you when they need your service.
5.b.a) Cold calling is a point of contact.
5.b.b) An advertisement is a point of contact.
5.b.b.a) Hire 3232 Design to help you with your advertising campaign.
5.b.c) A website is a point of contact.
5.b.c.a) Hire 3232 Design to develop or redesign your website for more impact.
5.b.d) A business card or brochure is a point of contact.
5.b.d.a) Hire 3232 Design to create more memorable collateral materials.
5.b.e) An existing client talking about you is a point of contact.
5.b.e.a) Create some kind of a referral program.
5.b.e.b) Do something nice for clients who refer new people to you. They didn't have to do that.
5.b.e.c) Hire 3232 Design. You'll get exposure on 3232design.com in the portfolio.
5.b.f) A story in the local business section is a point of contact.
5.b.f.a) Mention 3232 Design in your press release.
5.b.f.b) A story on the front page of your recent high-profile arrest for tax evasion is a point of contact.
5.b.f.b.a) Avoid using this method regularly.
5.b.f.b.b) Avoid using this method entirely if you run an accounting business.
As you can see, remembering these simple Laws of Small-business Marketing will help you create and maintain a successful marketing strategy.
