As I wrote about yesterday, getting a new business off the ground requires a lot of work in the content department.
Or at least, that’s the best way to enhance and de-risk the process while you do other things like outreach and networking.
But when you have been in business for a while, you might find you don’t need to work as hard to stay booked. If you’re like me, many of your clients stay with you for 1-2+ years, which means you don’t need a huge pipeline to keep busy.
Over time, you naturally build up word of mouth, referrals, and inbound opportunities without having to work as hard.
That’s why I’m able to spend so much time helping marketing consultants (like you) while my own consulting practice thrives. I have a stable group of clients and only need to do minimal marketing to stay fully booked.
With that said, you do want to keep marketing yourself as much as you can, even when your capacity is limited. Especially when your capacity is limited.
If you have ever bought a home and had a competing offer on your bid, you know it can drive up your price by a lot knowing there’s a second bidder on the table. Especially on a unique home.
All you need is a little more demand than supply to drive up prices.
When you’ve done the hard work of becoming non-interchangeable combined with having more demand (prospects) than supply (you), you get to find out what prices you can really command for your services.
When you have a surplus of opportunities, you can keep raising your prices until the market resists. And that can add significant profit to your business that you might otherwise be leaving on the table.
So – no matter how busy you get, try not to coast with your marketing.
You might just find your business explodes in profitability if you keep demand for your expertise higher than supply.
Food for thought…