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Will The “Summer Blind Spot” Hurt Your Business?
Will The “Summer Blind Spot” Hurt Your Business?
I’m writing this in August, and the summer season is typically busy for plumbing, HVAC, and electrical professionals. So maybe you’re just skimming this article on a quick lunch break between customer visits, and maybe you and your team are working 24/7 to stay on top of the craziness.
But can we pause for just one moment and do a quick “check-in” on your business?
Because things might be busy for you right now but I want you to fast forward to 2 months from not. What will your business be like then?
Maybe it will slow back to down “normal” (whatever “normal” looks like for your business). Unfortunately, for a lot of service business owners, it may even dip to be worse than normal. Here’s the reason: the marketing you do may generate business for you in a few weeks or months from now. So if you are too busy to do adequate marketing now, then it will hurt your business in a few weeks or months from now. You might think business is slowing down because it’s the fall but what it’s really doing is getting back to a point of where you might be if you didn’t do enough marketing.
I know you’re busy right now, and you probably have barely enough time in the day to squeeze in some sleep at night before you have to get back to the office to make sure you team is moving forward.
However, you don’t want to push your business so hard now only to have it crash down in the fall. So it’s important to try and squeeze some extra time over the next few weeks to prep your marketing for the fall.
Think about how much business your marketing has created for you in previous fall seasons. Now do the following analysis:
What marketing has created the results you wanted (and what marketing has not generated the results you wanted?) Think about dropping the marketing that hasn’t generated the results you wanted.
Next, using the marketing that has generated results, use some of that extra income from this busy summer to invest in even more marketing for the fall. Since you’ve investing even more money than before, but you’re investing it into only the most effective marketing, you should be able to see an improvement in the amount of business it generates.
But that’s only the beginning.
Once the summer has slowed down a bit and you’ve caught your breath, think about ramping up your marketing for the entire year: One way to do that is to build an automated marketing campaign that keeps churning out great marketing all year long. Of course this takes some additional planning but it’s something you can implement that will help you through the year. Action step: this fall, schedule some time to plan an aggressive marketing campaign for the full year.
If you want to learn more about what marketing works and what marketing doesn’t, and if you want my own swipe files of proven marketing tactics, then you should come to our 3-day Service Business Growth Live training and we’ll hand it to you in a big binder and walk you through what works, why it works, and how to deploy it in your market.
P.S. – Are you SERIOUS about no longer treading water and MOVE your business forward WARRIOR STYLE? Find out more about Service Business Growth Live!
