The Magic Formula

Getting out there may be the most obvious part of marketing, but it certainly isn't the easiest. We'd all prefer a magic formula that brings in new clients like clockwork with minimum effort on our part. But marketing isn't magic, or is it? 

Last night I watched Harry Potter and the Sorcerer's Stone for the third time (once in the theatre, twice on DVD). I came to the conclusion that marketing certainly was like magic - at least the way the author, J.K. Rowling conceived of it.

In Harry Potter's world you're born a wizard or a witch, but your magic powers are not fully developed. You may make something unusual happen once in awhile by accident, but to become a master of magic you need to study for quite some time.

But if you look at magic and marketing in parallel, are they really all that different? In magic you point your wand and utter a spell and you levitate something. In marketing you don't even need a wand; you utter your Audio Logo at the right time and someone is interested in what you do. Say the wrong thing and they couldn't care less.

In magic, you enchant someone to get them to do what you want them to do. In marketing, you send an email to your list and dozens, hundreds or even thousands respond. Send the wrong message and nobody responds.

Todays' magic, er marketing lesson, might seem like a rather obvious one, but it can indeed produce miraculous results: The more people you set up meetings with, the more business you'll generate.

This is a bit like saying that if you wave your wand, you'll be able to cast a spell. What's the big deal? The big deal is that hardly anyone is doing it. 

Most networking consists of meeting people in large groups and through telephone conversations. Those are good starting points, but they can't substitute for face-to-face meetings with clients and potential referral sources like current clients, especially when business is slow.

Business is about relationships, and relationships take time, trust and familiarity. Take time to target your clients and prospective clients, get out there, meet with them face-to-face, and follow up rregularily. You'll be remembered by your clients and rewarded with significant project opportunities. Most of your competitors will continue to network in the same old way and continue to respond to RFPs while you're wiring the job.


Click here to return to Marketing Tips