used do this. Get worried about not having enough work. Then start my marketing.
These days, I don't stop marketing. Not because I need the work. But because you never know when the pipeline will dry up.
Marketing is like breathing. You take it for granted until you're grasping for air. When all you care about is getting some air, you don't care about anything else.
Like marketing, when all you care about is getting more clients and work, you don't care about anything else.
But how did we get here? Why do so many business owners end up like the "cobbler's kid with no shoes"?
Because they never made it a priority to build an audience. People who want to hear what they have to say.
I was talking to a business owner the other day. And she told me how she has been so busy with everything else that her pipeline dried up. Now, she needs to get some business in. And she needs to do it quickly.
Had the conversation taken place 3 months, 6 months, 12 months earlier, her situation would be different.
People don't do business with you because you need to make payroll. They do business with you because they trust you.
How is trust built? Overtime.
By showing up in the lives of the people you want as clients. Valuable and useful. In advance of them ever needing you.