Riot Point Radio Ep 14: Three letters that will stop you going bust!
Riot Point Radio: Your dose of provocative thinking
The most important acronym for your business is not ROI. it’s ABM.
What’s ABM?
ABM is Always Be Marketing. Lack of it can kill your business.
A colleague of mine learnt this lesson the hard way.
He was delivering full tilt to his best and biggest customer-and then one day he got a call.
The customer was leaving his family and his job tp take up as golf course marshall in the Bahamas—with his (very much younger) companion.
While the former customer went to bang balls on the range, my mate went from boom to bust.
That’s when I learnt about the importance of ABM. Always Be Marketing. Always be filling the pipeline.
It’s only in Hollywood where it’s “if you build it they will come.”
For the rest of us it’s “they won’t come if they don’t know.”
In fact, I’d go as to far to say,
the smaller your organisation the better you need to be at marketing.
Which means, if like me you fly solo, you are a marketeer.
And if you’re not, there might be desperate times ahead.
Look, I won’t blow my own trumpet but I will blow yours.
I bet you’ve been beaten to business by folks who’s offer compared yours is, frankly, dung.
But they’ve beaten you to the punch by being better at marketing. Or even just doing marketing.
I bet you’ve the worlds best mouse-trap. But while you’re in your basement workshop perfecting it, some bloke is out there selling a fly swatter saying it kill anything from beetles to rats.
He can’t get away with that. You’re better than him. But nobody knows it. And that’s going to change.
Be a marketeer. Get into the marketing habit. This habit yields return whether you’ve marketing a product, a service or a cause.
You should be marketing in some way shape or form every week. If not, that guy with the fly swatter is going to be eating your lunch and I don’t want you to go hungry.
Remember these eight words and chant daily as you summon the marketing muse.
No tell, no sell. No sell, no eat.
No tell, no sell. No sell, no eat.
No tell, no sell. No sell, no….
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