Tuesday, March 30, 2010

Riding the Wave of the Recovery

Last week, my wife and I were walking along Cliff Drive in Santa
Cruz and watching the surfers below.

One surfer caught our attention. Actually it was two surfers on
one board, a man and a woman - something I hadn't seen before.

They caught a good wave and got a really good, long ride.

And then they started to paddle along the shoreline to catch their
next wave. And in the process, they passed wave after wave after
wave. I guess they hadn't found what they were looking for.

We walked along Cliff Drive following their progress.

Finally, after positioning themselves for the perfect wave, they
found it; it was a nice one with the ideal height and speed.

As they finally caught the wave, both standing on the board at
the same time, we gave them a cheer, impressed by both their
persistence and expertise.

Later that week, I found myself talking to an associate about
"riding the wave of the recovery with your marketing."

Yes, business and marketing are a lot like surfing.

First you need the expertise. Surfers are athletes. They take years
to master their sport. It's not as easy as it looks. Same goes for
marketing your services. It takes time to study the information,
practices and skills of attracting new clients.

Next, you need to understand the conditions. When the water is
relatively calm in surfing, you lay low until the right wave arrives.
In business there are slow times, times when a proactive
marketing campaign wouldn't make sense, as nobody is buying.

Finally, you need to watch for the wave. When it comes along and
you're in the right position, you can catch the wave and have a
great ride. Same for marketing. When the wave of client interest
begins to rise, it's the time to start marketing in earnest.

And no matter the conditions of the surf or the market, if you
don't go for it at some point, the wave will pass you by.

Market conditions, like waves, fluctuate depending on the weather
and the tides. For surfing, it's easy to see the wave approaching;
with marketing it's a little trickier.

You need to become a "wave watcher" and be tuned into what's
happening in the marketplace. Where do you look?

In the News: More and more you hear about the economy
recovering. Business is increasing and job losses are slowing.
Sure, a total recovery isn't here yet. That's not the point; the
waves are beginning to rise.

In Social Media: This is a great way to tune into what people are
thinking and doing. We're seeing more optimism, more
opportunities, more excitement.

In Your Conversations: Personally I'm finding that people are
more excited and hopeful than they were a year ago. After all,
doom and gloom gets old after awhile. Things start to turn
around sooner or later.

In Your Results: When business starts to pick up a little, it's a
sign that it could start picking up a lot. This is the beginning of
the swell of the wave.

But if the waves of the economy start rising, it's no guarantee
your business will automatically improve. It still takes an
intention, a plan, and some action on your part.

I recommend that you start to increase your marketing activities.
Do more networking, increase your social media presence, and
start a campaign to market a particular service or program.

Now is the time. Don't wait for the wave to pass you by.

Thursday, March 11, 2010

“You are the only one who can change your story, and you do this by changing your relationship with yourself. Every time you change the main character in your story, just like magic the whole story starts to change in order to adapt to the new main character.” don Miguel Ruiz – The Voice of Knowledge

Wednesday, March 10, 2010

Estar no poder é como ser uma senhora.
Se tiver que lembrar ás pessoas que você é então você não é.
- Margaret Thatcher

Monday, March 08, 2010

"Que a dependência é uma besta
que dá cabo do desejo
e a liberdade é uma maluca
que sabe quanto vale um beijo"

“The freedom we are looking for is the freedom to be ourselves, to express ourselves. But if we look at our lives we will see that most of the time we do things just to please others, just to be accepted by others, rather than living our lives to please ourselves. That is what happened to our freedom.” Don Miguel Ruiz – The Four Agreements

Sunday, March 07, 2010