For the success-oriented business owner, there’s never a day off when it comes to the marketing of your business. As a matter of fact, as I mentioned in the previous chapter, you’re really not in the business you think you’re in. In reality, you’re in the marketing business – every day.
So for example, a carpet cleaner is really not in the carpet cleaning business. She’s in the marketing of a carpet cleaning business, and in order to rise above the competition and succeed, she must never forget this truth and she must “Always Be Marketing!” (A.B.M.)
I like to instruct business owners to keep their marketing radar on 24 hours a day, 7 days a week, and look for opportunities to communicate more effectively with prospects and customers. Always be asking yourself questions like:
What’s happening in the news or current events that I can leverage in my marketing?
Is there a special holiday or event coming up which allows me to create a unique marketing message?
When you’re in A.B.M. mode, you’ll see opportunities all around you (that you probably didn’t see before), which will allow you to offer greater value to your customers and prospects.