It's Marketing Monday and I'm going to go just a hair off track...the challenge this time of year is how you find the balance between the business and your personal life, yet still stay focused on the simplistic concept of just being happy. Then comes the challenge of building a solid core business, so you have the flexibility to try something new here and there and keep building revenue.
A couple of weeks ago Sheila and I got into the TV series, Blue Bloods. On a rainy evening the other night we must have watched three past episodes in a row. What I love about the series is their consistency to stay with core family values, while still managing to create one of the network's best cop shows. Anyway, last night there was a line from Tom Selleck's character that just hit home,
" Life should be a series of daring adventures launched from a secure base."
Let's twist it around just a little and instead of "life" let's put in the word "marketing". Your secure base is your business. It needs to be consistent and in order to create at least one daring adventure each quarter, you've got to even out the peaks and valleys. That means you need to find some components to create a consistent flow of revenue that runs simultaneously with each promotion you do and in turn each "adventure".
Look, I recognize that it's a great quote all on its own, but I'm not violating Shakespeare here, just some talented writers in Hollywood, so work with me...LOL
Your core consistent business should be drawn off your existing data base. These are past clients who know you, trust you and appreciate your skill set. You need to keep in touch with them. They need to be on your holiday card list for this December. They need to be reminded of your skill set all year long, along with your ability to diversify and expand what you're offering.
A few weeks ago I wrote a post about head shots, because it's such a great concept in creating solid "bread and butter" income. A day-in-the-life portrait session might be the same kind of concept, especially with kids. Pet photography is always solid as well. Remember the hierarchy of why people hire a professional photographer - BRIDES, BABIES and PETS!
It's an easy point to make this morning...build strength in your core business first. Focus on building a strong relationship with every client. Then, once you have some consistency in a little cash flow, it's time to step out into those adventures in marketing.