Add a 2 x 12 To Your Foundation

Add a 2 x 12 To Your Foundation

Add a 2 x 12 To Your Foundation

By John Jantsch

Many small businesses would benefit greatly from a couple actions, done routinely.

So that’s the 2 x 12 reference in the title – do these two things 12 times a year (as in once a month) and your business will benefit greatly.

Action #1 – Create a list of journalists that cover your business type, industry, community, etc. Once a month make a point of sending every member of this list something. As often as possible, send something personal such as link to a great industry resource they cover or a note commenting on or adding to a column they wrote. At the very least send some form of announcement, update, industry news or change impacting your business in the form of a one page press release. This type of relationship building with journalists will eventually land you in one or more publication as a resource or industry expert.

Action #2 – Come up with a list of something to send your clients, A prospects and referral sources at least monthly. Don’t wait for them to call you when they need something in six months or so. Make sure that you are keeping your name in front of them about every 30 days. Cross sell services, updates them on changes, point out an article you wrote in a trade journal, send them gift certificates to use as referral tools. Just make sure that when they think about what you do or when someone asks them if they know anyone that does what you do – your name is the first one they think of. Do this every month – mix it up – don’t just send the same old tired newsletter month in and month out.

These two pretty simple, inexpensive activities, that can be planned and delegated, will make the phone ring and stabilize the foundation of all of your marketing.


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