EP 56 | End the Drought: How to Build a Marketing Engine That Actually Works

Yep.

Or maybe you're in a really, really busy season right now.

Congratulations, way to go.

You're kicking [beep].

But are you staying consistent with the things that got you there?

Yeah.

Well, I wanna ask you a question too.

So everyone goes through ebbs and flows of business.

The hope is to build a baseline of consistency that you can continue to build upon, so those ebbs and flows are kind of a incline graph chart.

But if you are someone that has gone through a drought, and those droughts keep occurring, you go from really, really, really, really, really busy, like underwater busy, to then, like nothing.

And then it happens again, really, really, really, really busy, and then nothing.

I would bet to believe that when you are really, really, really busy, all of the marketing things that keep the business going, the sneaky things behind the scene, the visibility that happens, the networking and conversations that you should be consistently happening, has all stopped because the priority focus is on the client satisfaction, bringing in those billables, and just trying to complete the job.

And that is the reason why you actually hit a drought.

Not an up and down, because that's gonna happen.

Ebbs and flows are always gonna happen, but if you're hitting droughts, then likely it points to the marketing and the fact that you're dropping it off when you're really busy.

And vice versa, when you're drowning and you're like, "But Shay, Ev, we couldn't even possibly take on another job," I get that, but you don't wanna stop your generator.

You still want those leads to flow in and the generator to be consistent, and we can realign realistic client expectations at intake or that discovery call process to say, "This is our current lead time." But by totally shutting the generator, you're causing all of that initial success to just stop.

And like Evelyn said, when you come when it's slow, you're not gonna get the results you wanna see because we've done a bunch of podcasts on this, but marketing is that built-upon consistent strategy.

If you are not consistent, and if you are busy, you better be reaching out immediately and locking in a strategy because you're only delaying the success of your generator, and that generator just gains more and more power, slowly, consistently over time.

Viewing it as like that old-school crank.

The energy is going to build over time.

Slower than we want, always.

Yeah, it's not instant.

Marketing is not a faucet that you just turn on and leads start coming out.

That's why they call it a funnel, because it does.