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Now Is The Time For All Good Men And Women To Start Marketing!

In my almost forty years as a marketing professional and consultant, the one question that I’ve probably received the most is, “when is the right time to start marketing?” The answer is always – Right Now! Whether it is when business is booming or when business is in the tank, like now, the very best time to start your marketing campaign is today, this very minute. The reason is that for all companies, but especially small businesses, it takes months, sometimes years to develop a broad awareness of their company and product(s) in their market. Even large companies with budgets of millions cannot establish awareness within their market over night.

It is understandable if we realized that the human animal requires from seven to ten visual contacts before a cognitive recognition occurs. That means that you have to put your company name in front of a potential customer at least seven times before they recognize the name and remember it. That is part of the reason we use multifaceted marketing as a tool to effectively get our message out to our market. We want to have our message reach our market in several different ways over a long period of time, so that we have the best chance of getting in front of our potential customer as often as possible; at least seven times.

I’ve given you one good reason to start marketing right now, because it takes time to make contact with your potential customer. But there are other very good reasons to start now. A great analogy comes to mind: The Tortoise and the Hare.

Remember the story about the hare that ran so fast he never worried about winning a race. As a result he took many breaks along the way. His competitor, the tortoise, on the other hand, moved very slowly but never stopped. In the end, the hare found himself so far behind that no matter how fast he ran he couldn’t catch up.

Now ask yourself; do you want to be the tortoise or the hare? If winning is your objective, the question is rhetorical. The tortoise wins the race. In our case, the race is run with marketing. Especially during a recession companies cut back and reduce or stop their marketing efforts. For those few companies who stay the course and maintain their marketing effort, the rewards are substantial.

There’s no doubt about it. Words can make or break your business. Whatever you have written in your marketing collaterals, whether they’re postcard printing or door hangers, your words can convince your target clients to buy your products and services, or to just ignore them. Carefully selected words can attract the attention, while the wrong words can certainly leave your target readers cold and unimpressed.

The reason behind this is actually scientific. Human beings are hard wired to respond using their emotions. This means that people in general think and decide with their hearts; the heads much later. Hence, a prospective client would often put at the top of the list something that he or she wants rather than what he or she really needs. The justification of the action is then made logical after the decision has already been completed.

This is why even at a very steep price businesses often get away with it because the heart rules over the mind. Even if the target client was thinking of buying something more practical, but when he or she sees something that he or she wants, the logical reasons to make the purchase goes full throttle. The end result is that the would-be buyer can actually talk her or himself into buying the product or service he or she saw in print postcards for example to make oneself feel better about it later.

This is a prime example of how emotions can make it easier for any business owner to market to their target clients. By using your words to pique at the emotions of your prospects, you are more likely to convince them of your value. Your print postcards for example become your sales agents, tempting and swaying your prospects to take your offer whatever the price.

But it’s also not that simple as it says here. As they say, dealing with the emotions is as challenging as possible. You cannot just choose your copy without thinking about it thoroughly. Because a copy can never be dishonest and misleading. The very last thing that your copy should be is to promise something that you know very well you can’t possibly keep. The key to effective copy is to not overdo it. If you can only promise two stars at most, then that’s what should be reflected in your text.