The Daily Drucker is one of my favorite books – it is always on my desk. I’m always amazed at how things Mr. Drucker wrote years ago are still so relevant today.
Today’s entry in The Daily Drucker poses the question “If we did not do this already, would we, knowing what we know, go into it now?” If the answer is no, the reaction must be “What do we do now?”
In these three cases, Drucker argues that the right action is always outright abandonment – when the product, service, or process:
- Still has a few years of life
- It is fully written off (not costing us anything)
- For the sake of maintaining the status quo
He was talking about business in general, but I think this is a good lesson to apply to marketing your professional services. It’s easy to get stuck in a rut and continue using the same marketing tactics, even when they are not producing the desired results. Here are a few questions to ask yourself to determine if you have any marketing practices that you should abandon.
Knowing what you know now, would you:
- price your services the same way?
- attend the same networking events\ groups that you do now?
- spend your advertising budget the same way?
- design your web site the way you did?
If you answered “no” to any of these questions, perhaps it’s time to abandon that practice and work on something new.
Knowing what you know now, what will you do differently to market your business?
