How to exit the feast-and-famine cycle of business
Authentic marketing is consistent — not only when you need clients…
Do you do marketing only when you need clients?
Good marketing is consistent.
Too many businesses suffer from the feast-and-famine cycle: sometimes having enough clients, sometimes having few to none and then having to scramble to get more clients.
If you do your marketing consistently, you will smooth out your business growth, and transcend that peak-and-valley cycle, and have enough or more-than-enough clients all the time.
You know that “friend” you hear from once in awhile, only when they have something to sell you? Many businesses are like that too — they only contact their audience when they have something to sell. No wonder they haven’t built a loyal and growing audience…
The way I think of marketing is not primarily as “getting clients”, but as an act of “connecting, exploring, educating, and uplifting.”
Therefore, I enjoy doing “marketing” all the time. It is a true privilege to be in service to you, my audience, to have the precious opportunity of your attention!
In addition to being of service, I also use “marketing” to explore my message, further refine my voice, and to practice expressing what I feel is important, helpful, or at least interesting, in my field.
Therefore, I encourage you to stop thinking of marketing as “getting clients” or “making money”.
That survival energy is going to ooze out into your messages. Others feel it, and trust you less. You may even succumb to using spammy or manipulative tactics that you later regret, and they barely even work to get new clients.
If you are desperate for clients right now, read this post about making money fast — with integrity:
Instead, infuse your genuine, higher heart of service into all of your marketing.
Here are the actions to be consistent with:
Be consistent in creating and sharing content.
Let content be an act of exploring your message, expressing what is important, educating your audience, uplifting those who need more hope, clarity, direction.
Be in exploration and expression of your experiences, as well as your clients’ “aha!” moments, your thoughts about your industry, and anything else relevant to your expertise that may be helpful to your audience.
Be consistent in serving your audience through your content. Good marketing is constant, not waiting until you’re hungry.
Besides posting helpful content consistently, it is a good idea to occasionally post about your offerings, whether it’s your services or products or upcoming event.
Your audience members, as any human being, is thinking about their own issues and life. They’re not thinking about your services/products, until they see something about it.
This is why it’s important to be occasionally — yet consistently — inviting your audience to work with you in some way. Not as frequent as your content, but still consistent.
Otherwise, they are not thinking about your offerings.
Give them a regular opportunity to say Yes to your business.
Keep improving how you distribute your content and offerings.
It should go without saying that you are sending a regular email newsletter, right? If not, that’s the first step. You can keep it simple, just a summary of your recent content, along with links to read the full posts. That’s what I do in my email newsletters. I also include my latest offering at the bottom of each newsletter. See examples here: www.georgekao.com/monthly
Besides an email newsletter, it is good to be learning how to use Facebook Ads (or other affordable paid advertising) more and more effectively, so that you can keep improving your reach to new and relevant audiences.
I’m continually studying how to use Facebook Ads to reach new people who are likely to enjoy my content. I recommend the same for you as well.
Are you consciously improving the effectiveness of your content and offerings?
Study the engagement rates of your content. This might be something you’re not yet doing consistently: looking at which of your content pieces are resonating the most with your audience… and which pieces are not. Then, figure out the patterns of what works and what doesn’t. It can be helpful to do this with a friend, or a coach.
This will then empower you to be creating/sharing more of what’s resonating with your audience, and less of what’s not. You’ll be saving time, and creating content that’s more likely to be shared!
Also, be testing different offerings or at least different ways of talking about what you do. Even if you only do 1–1 coaching, for example, you can talk about one issue this month, and the next month, highlight a different challenge you help clients solve.
If possible, try out different offerings too. For example, I announce a new and different online workshop every 1–2 months, so that I can keep testing which topics my audience is most interested in having me teach. You don’t have to be as prolific as me, but give your audience something new to respond to.
Another action to optimize is to do a Fan interview — a one-to-one call with someone in your audience to hear how they’re describing their challenges now, and what they’re buying (or trying to buy but can’t find) to solve their challenges, in the realm of your expertise. I do one every week.
Lastly, I take an hour each week to look at what improvements can be made to my existing marketing. I may look at my niche mates’ marketing and see what to emulate, or do some keyword research, or look at my website to see what I can improve on. There’s no requirement, but this “marketing optimization” is a consistent hour each week for me, even when my business is doing well (as it has been for while now, thankfully.)
Let your marketing be of service, and let it be constant.
Start now. Before long, you will exit the feast/famine cycle, and find yourself in a calm, steady, joyful business growth journey.