In a prior article I mentioned that my accountant has been using various marketing devices. He hasnt received any bites on the Harry & David gift basket that he has offered for referrals, and nobody has even said Nice newsletter! upon receiving his quarterly mailings. So, it would seem that his efforts are for naught, right? Not so fast! Just because marketing doesnt produce tangible sales that can be traced back to a single initiative, it may still be working hard for you, racking up less visible results. For instance, my accountants efforts arent bringing in any new business, but they probably are reinforcing my decision to stick with him. His newsletters, postcards playing off the March Madness basketball theme, and the like are reminders that hes active, not sitting on his laurels, trying to stay relevant and current. And somewhere in my unconscious I probably link his topicality with basketball to keeping pace with the tax code. Are they really correlated? Not at all, but we attribute a lot of positives to people who make an effort, any effort, whether relevant or not. Ive received unsolicited referrals from past clients after sending them an article or two. Why did they choose that time to make such a generous gesture? Perhaps it is a sense of gratitude that theyre expressing, or my current ideas have reminded them of how valuable Ive been to them in the past. Marketing for professionals is somewhat like watering a tiny seed. You just cant stop doing it because nothing has sprouted that you can see. Keep watering, because growth and results are on the way! |
