In the never ending chase for new business, proposals that fall by the wayside and delivering our best work – I tend to neglect the business. This is not in the ‘I spend more time in bed’ neglect, ain’t nobody got time fo dat. It’s in doing less of the things that we are likely to deliver for clients.
Clients look at what you are doing for yourself, as a business and an individual, whilst on course to making a decision about whether to buy from you or the next guy. This certainly doesn’t speak to all industries, it’s largely applicable for creative work. Not that many people care how one shop owner likes to have fish and chips in comparison to their the competitors.
The more time we spend pitching and writing up proposals, we leave the business to fend for itself. Blogs posts become less and less. Facebook updates decrease and we drop balls. What if those interactions, like the next client meeting, were taken as seriously because they are part of your marketing?
As I meet with more clients and would-be clients, I realise how they look more into our work than what we do for other clients. They are more interested in how our work achieves what we aim for. If what you do is a labour of love, schedule it and commit as you would for a client deadline. That’s what the first few weeks of 2014 have taught me, again.