Take a Tip from Patton
Author of this post: Justin Ahrens | About Blog Authors »I have to be honest. I giggle sometimes at people who include quotes in their email signatures. Usually, it’s because the quote just doesn’t make sense. The others I laugh at only because I’m jealous that I don’t have one as good. One day, I read this quote on one of my client’s emails: “Make your plans to fit the circumstances.” It was attributed to General George S. Patton, Jr.
Patton Speaking with Lt. Col. Lyle Bernard, at Brolo, Circa 1943
I didn’t laugh at that quote. In fact, it got me thinking. No matter how busy I am, I needed take the time to make a marketing plan, a plan of action for my company. Simple or complex, I needed to take the time so I could do something. I’d always wanted to do this so that my decisions would be more proactive instead of reactive, and I also knew that I had to put it in writing so that I would have a roadmap to getting things done. Since I’ve developed a plan, it has really helped the company grow. It’s also helped me to understand what works and doesn’t work when it comes to marketing my
studio.
I guess you could say that I’ve learned to make my plans fit my circumstances. With that in mind, here are few things I’ve learned that can help you make your plan:
Do Your Research: Go through your client list, and examine what you’ve done to attract and maintain the clients that you enjoy. Are they in a particular industry that you’d like to find more work in? Were they referred by another client? Did they find you because of your Web site, a brochure or a PR effort? However you got them, maximize that channel to attract similar types of clients.
Stretch Yourself: Pick a method that expands the way you typically market yourself, for the experience and the possibility of where it might lead. The worst thing that could happen is that you’ll learn something. For example, my big stretch this year includes sharing some of our experiences and writing for some design blogs. How am I doing?
Attach and Track a Budget: It’s crucial to track what facets of your business bring the best ROI for your efforts. Plan accordingly, so you can spend the appropriate amount of time on these efforts. Track things like materials and postage, printing and production costs. Plan so that you get the best return you can given the circumstances of a specific project. Also, it’s key to keep track of things that really worked well with clients so that you can repeat them. Don’t be afraid to talk with your clients and get their opinions of your efforts.
Be Realistic: You can’t plan for everything. Your plan’s ultimate goal is to help you take the time to focus your efforts on the most effective ways to market yourself and to give you an outline to take action in getting your message out there. And hey, if you’re busy, that’s ok; slow down some efforts or focus on others that work within your available time.
Details Matter: There are a lot of marketing touches you can utilize that won’t take a lot of time but say a lot about you–like a quote in your email signature. Think about simple things that will enhance your self-marketing efforts. How do you answer the phone? How are your email replies? Is it time to take an important or prospective client out to lunch? Whatever you decide, make a plan that fits your circumstances.
I’m not sure which quote works better to end this post, so I’ll give you two. And if you have a quote on your email signature, tell us about it in the comments. I promise not to giggle.
“It is only by doing things others have not that one can advance.” - General George S. Patton, Jr
“If everyone is thinking alike, someone isn’t thinking.” - General George S. Patton, Jr
