Marketing is Cumulative

I was recently contacted by a client who is in a jam. This client wanted my help because sales weren’t going the way they were supposed to. This client didn’t want to pay for my help before and really couldn’t afford to do so now, but wanted to see a boost in sales. Time was running out.

I couldn’t help my client. It wasn’t the risk of not getting paid that held me back. It wasn’t the fact that I’m still running on a half-tank of energy each day. It’s because it was too late.

Marketing is cumulative. It takes time, planning, and a strategic approach. The goal is to work in multiple impressions over time, which produces an effect that is greater than the sum of the individual parts. You can’t really do it on the fly. You can’t rev things up and make up for lost time. You can’t force it. Marketing is cumulative.

Sales are a different matter. You can badger, cajole, and bully your way into a sale. You might not get a lot of repeat business, but the process works if you want just the one sale from a lot of different customers. It’s the hard sell, the hard push that makes this possible. But this isn’t something I can do. More importantly, it’s something I’m not willing to do. I hate when people do it to me and I won’t do it to other people.

That’s why I like marketing. If you follow the marketing process and do it right, then you won’t need to sell anything. You’ll have a good product or service at a reasonable price and you’ll have the communications materials that will attract the customers who want what you have. You don’t need to sell anything, because the marketing does it for you.

Of course, sales in and of itself is not a bad thing. There are plenty of good ways to sell a product or service. You don’t have to be a bully about it. If you have a good product at a good price, then you don’t need to be a bully to be a sales professional.

But marketing…marketing takes time, it takes cultivation, it takes strategy. It’s like a puzzle, with people as one of the components. It’s kind of like a story that hasn’t been told yet. So, I like marketing, but to make it work you have to think ahead and make the investment, because marketing is cumulative.

About Stephanie Allen Crist

Stephanie created and produces in answer to a call from God to use her experiences and gifts to help others. Stephanie is also the author of and two books that can be found on that site. Stephanie strives to share her love, faith, and talents in an inclusive manner to help others who know spiritual pain and who know the bitter taste of the dregs of despair.
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4 Responses to Marketing is Cumulative

  1. acflory says:

    I’ll never be any good at sales, but maybe just maybe I’ll end up being better at marketing one day because ‘Marketing is cumulative’ actually makes sense to me!

    • I’m glad this makes sense. And I know you’re doing a good job building a following. The only problem is that you waited too long to start, so you didn’t have your following in place when you published your first book(s). It’s very discouraging and I understand that.

      When you’re ready to try again, you’ll have your following and you’ll know how to build yourself up better, too.

      For now, though, it’s all about doing what you have to do and doing what you can do after that. 🙂

      • acflory says:

        Yes, I completely misjudged the lead time necessary. I actually started my blog a year before I published the first book, but the blog needed a lead time to become established too. -shrug- If I were more outgoing my lead times would probably be a lot less, but I have to be comfortable with what I’m doing or I simply can’t do it. So live and learn, reight? 🙂

      • Right. It’s all a process and the only true failures are the ones that make us give up; otherwise, they’re just mistakes. 😉

        You’ll get there…wherever you decide “there” is, even if it takes a little longer than you’d like. What you have is worth sharing and what you’ll receive by sharing it is worth waiting for. 🙂

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