How to Avoid the 'Yo-Yo Effect' and Always Have a Steady Stream of New Customers

by Scott Bywater

Published on this site: August 24th, 2006 - See more articles from this month

Last week, I received a question from one of my subscribers who asked:

Do I keep advertising even when I am flat out and already have too much work on? I am a painter.

My answer: Absolutely.

Listen, in business you need to be on top of your game. And at the times when you're coasting downhill, everything is going like oh-so-well... and you could never imagine a dry spot on the terrain...

Is when you should be filling your well. That's right - when it's not empty.

After all, there's worse problems to have than too much work, isn't there?

• Or too many people in your department store.
  
  
• Or too many clients if you're an accountant.
  
  
• Or too many people buying your products if you're a distributor.

You see, here's an example of what many business owners do wrong:

I received a call from a guy in the United States several months ago, and he was desperate for me to work with him because business was slow.

2 days later, all of a sudden, he got a new job. And decided he didn't need to work on his marketing anymore.

I can tell you right now that this guy is in for one heck of a rollercoaster ride. Up and down. Up and down. Up and down... like a yo-yo.

The key to a stable business is to Always be marketing. Always be promoting your business. And being consistent about it.

There's another reason for this as well.

If you've got too much work on, you can afford to lift your prices because it doesn't matter if you get the job. (and you'll probably find your relaxed attitude increases your conversion rate too) You can push yourself to manage the additional work through setting up additional systems in order to generate leads. And take your business to the next level.

So how do you do this?

Simple. If you've got an advertisement (or a sales letter, flyer or any other kind of promotion) which works for you, then keep running it week in and week out.

If you're super busy, always remember that when the job finishes, you won't be doing anything if you don't have something else lined up.

And make sure you put aside some time everyday to promote your business. That's the key to your longevity and success.

In Anthony Robbins program called the 'Rapid Planning Method' he talks about a space called 'the zone.'

Basically, when you're in the zone you are focusing on the things which are not urgent but important.

Most of us spend our time in the urgent and important. Or the not urgent, not important. Or the urgent and important.

However the key to business growth and stability is to spend a little time each day on the not urgent... but important activities.

And nothing falls into this category more so than marketing.