The holiday lull and the unseasonable winter weather can to a rather abrupt, simultaneous halt this week – seems that it takes real winter weather (snow, high temps eking their way into the teens, a northerly breezes) to make folks start to make good on those new year’s resolutions that this will be the year “I’ll see a lawyer about…” – putting an end to my brief sabbatical.
As a solo, any downtime is a mixed blessing. It’s great to have some time to catch up on all those little inconsequential chores that get put aside (things like dusting the office, rediscovering the top of your desk, or getting a jump-start on your tax returns), but the downside is that unscheduled downtime means that the ol’ marketing machinery ain’t working at capacity. So, I spent my brief break asking myself “WWCD?” (what would Carolyn do), re-reading my brand spanking new copy of Solo by Choice (my first version was reduced to a somewhat collated stack of highlighted, ink-smeared and tea-stained pages during the start-up phase of my practice – the inevitable death of all really useful books), and re-evaluating/revising my marketing plan.
So, I come back from my sabbatical with my “quiet mentor” a little chided (it is humbling to see yourself when the text describes common mistakes) and greatly invigorated – sometimes a little affirmation that, at its core, marketing is not all that difficult and that anyone can be a better marketer goes a long way. Thanks Carolyn.
The other day I found myself visiting a business networking group and thinking about the meaning of referrals. For those of you who are not familiar with this particular marketing beast, networking groups are social gatherings in which business people meet, practice their elevator speeches on each other, and (hopefully) pass on a referral or two. These groups can range from (in my sister’s oh so appropriate words) “micro-managed, by-law abiding exercises in pedaling in place” to useful opportunities to build one’s referral network.
