If your sales results are too erratic or you find yourself in that feast-or-famine trap, this post is written just for you.

Most businesses offer products or services, which people are only interested in when they have a problem. If your business provides the answer to a problem, there’s a very good chance you’re using the wrong marketing approach.

I’m going to explain why and also show you how to get it right.

Knowing you before they need you

Coaches, accountants, designers, dentists, trainers, insurance professionals, lawyers, consultants, etc — are only sought after when someone has a requirement.

Here’s the thing: If they already know who you are, before they need you, you are massively more likely to earn their custom, than some provider they have never heard of.

I once heard Mercedes’ head of advertising say, that if Mercedes focused on showing people advertisements, the week before they were about to buy a new car, it wouldn’t work. So, Mercedes focus on getting their marketing messages in front of us when we’re kids. Then, when we’re 35 and are thinking of buying a luxury car, we think of Mercedes.

Whilst that approach is longer-term than most small or medium-sized businesses need to consider, the advice is sound. It’s all about the client or customer knowing who we are, before they need us.

Switch from short-term gambits to a long-term strategy

Market strategically. Make marketing an ongoing part of your business, not something you do when you lose a client or when sales are down. Remain relevant to your marketplace. Stay in their mind. Keep earning their attention, through strategic, useful, permission-based marketing.

In short: If you want great, long-term results, you need to make long-term plans.

About Jim Connolly: I help small business owners attract more high quality clients, make more sales and boost their profits. To see how I can help you and your business, read this.