Before I get into deadlines, let’s come up with a friendlier word that lacks the connotations connected to your nearest funeral parlor.  From now on, I will refer to a deadline as due date.  Doesn’t that sound much better and not nearly as dreadful?

So you have your marketing plan, marketing calendar, marketing ideas, and, hopefully, marketing yourself, advertising plan together and a punctual person to hire.  You are well on your way to having the foundation to a successful way to market you and your business.

You’ve taken the reins on all these aspects. Now it comes down to when you deliver your product or service.  Some due dates are simple.  If you are a distributor for say, locally grown fruits and vegetables, it is the farmers that will tell you when your product will be ready to be picked up and delivered.

Other fields, and frankly, most other fields, you are doing the work.  It is all on you.  We all want to tell the client they can receive their goods or services right away! Tomorrow!  It’ll be done next week. But, like I have written before, “Life Happens” and, you know what, let it happen.  Enjoy it.  Here are a few ways how to enjoy the life and ways to keep you sane while being kind to the due dates.

DO NOT PUT UNREALISTIC DUE DATES ON YOURSELF.

This is an obvious one, but is it?  Many people, especially self-employed, tend to feel like they must be full of stress and anxiety in order to feel like they are being productive and pushing themselves.

Self-employment is just that and it is tough to gage what other people are doing in your field and how fast, so the solution to legitimizing oneself? The marketing problem here is the: “Do it faster, tell the client you can do it faster for less money” scenario.  It’s the American way.  Don’t.

This is an admirable marketing goal, but speed costs and what are you willing to spend or sacrifice?  Many times the quality of the work deteriorates or it is a completely unenjoyable, unfulfilling process.  Nine times out of ten this pain stake is translated somewhere in the work delivered.

Take your time.  You are worth the wait.  Make the best of the task at hand and market yourself in delivering the best work.  If it takes you a few extra days then you think someone else producing the same work is, so what.  Odds are you will get better at your craft if you take your time and the turnaround time will naturally increase.  Which leads me to….

DO NOT GIVE YOUR CLIENT AN UNREALISTIC DUE DATE.

Even if you do start turning work out faster as you get increasingly comfortable in your work, does not necessarily mean you need to tell the client an earlier due date.

Again, life happens and it is a life to enjoy.  Give yourself a few extra days to produce your work and, who knows what you can accomplish beyond your clients expectations with that time. Give yourself the time to make errors, learn and most importantly…time to blow your client away with a quality product or service.

The worst feeling is telling your client you are going to be later then you anticipated.  We all do it, but try to prevent that conversation from happening.  It falls right in line with your new punctual self.  You are on time to your meetings and on time with your due dates.  These are valuable traits and word will spread fast through the grapevine about you.

WIGGLE ROOM FOR THE TIME SENSITIVE DUE DATE CRUNCH.

Particularly in the marketing and advertising realm, some jobs are very time sensitive and tight due dates are impossible to avoid.  Another huge reason to give yourself some wiggle room when stating a realistic completion date.

Now, all of a sudden, you are the person that produces great work on a timely basis AND the person that can deliver when a client is in a crunch.  That’s a strategic and truthful marketing and advertising plan.

If you have too many tight due dates because you want to be the fastest to deliver, then when a client comes your way saying, “I need this now!” you won’t be able to accept the work without most likely, delaying all your other due dates.  This will screw up the reputation of meeting deadlines you have worked so hard to earn.

BE BETTER THEN THE STEREOTYPES.

A few days ago, I saw a commercial for, I think a Gillette air freshener.  It is advertised to last 30 days but may last longer.  Parallel to this statement is a guy that is redoing this couples kitchen and they both say it is going to last longer.  The guy says their kitchen will be done in a month and the couple says that it will last longer.  Sure enough, the air freshener and their kitchen rehab last 60 days.   It’s great advertising, marketed towards all of us who know that many people don’t meet their due dates.

Certain professions, we all get that it will probably take longer then what is quoted.  Be better then the stereotype your profession may have or, as usual, people anticipating that it will take longer to see a job completed.

I recommend not giving a due date immediately.  Go home and give it some careful thought and consideration to everything that could happen (including life!).  If you think about it and communicate the reasoning behind your due date, the client will have a better understanding of what steps it will take to meet the deadline and respect the thought you put behind it.

People love honesty, integrity and seeing a job meeting the deadline.  My personal gauge, is if I think something is going to take me three hours, I triple that time first thought to 9 hours.  Maybe the task at hand won’t take me 9 hours, but the bottom line is I covered myself, maybe have some extra time to let life happen and have a happy client on my hands.

I hope this helps you to meet your due dates, think about how your want to market and advertise yourself,  and to have fun doing it.

Have you run newspapers and magazines ads? Are there any articles that have been written about you, about your business, or about your products and services?

People may be impressed and respond when these articles and ads run the first time, but how many of them are ever seen again by the public?

Running an ad can be very expensive, so you may not be able to run an ad for an extended period of time.

Articles written about your business that get printed in the media have a short shelf life. When the current issue of a publication that contains the article about you or your business is taken off the shelf, people won’t be reading your positive press anymore.

Repurpose, reuse and republish your marketing

But you can re-use and re-purpose these items in other marketing efforts of your own.

When ads for your business (or positive articles about your business) are printed in a newspaper or magazine, have them copied or reprinted at a local “quick print” shop. You now have the ability to use these reprints in a lot of marketing projects.  Here are some inexpensive ways to distribute your reprints:

• Scan and e-mail your ads to clients and prospects.
• Post your scans on your web site.
• Mail reprinted materials along with statements and invoices.
• Include reprints with your next direct mail effort.
• Have some high school students put reprints on parked cars or on the “community posting boards” at the local library or college.

As you are making your reprints, be sure to add the caption, “as seen in (Publication Name),” under the actual ad or article. This caption will give your new marketing effort added credibility.

“The future is here. It’s just not widely distributed yet.” - William Gibson

Your advertisements can also be enlarged and displayed at your place of business. This will remind patrons about the offers in your print ads. Your advertisements may only run once in print, but they can live forever. You can reuse them for years.
The same technique can be used to extend the life of any positive articles that are written about your busi¬ness in newspapers, journals, and magazines. Another great idea is to take these reprinted articles and distribute them to any of your clients and/or prospects who you feel might have missed seeing them in the original publication.

“This is like deja vu all over again.”
- Yogi Berra

If you want to re-use or re-print an article, you may have to get permission from the author or original publisher and pay a small fee. Remember that it’s priceless when someone who isn’t connected with your business, writes positive comments about you or your business in the media. You can use these comments forever.

It is wise to collect all the advertisements that you run, all the positive articles that are written, and all the testimonials that you receive from satisfied customers.

Put these materials into a binder, and use it as a brag book. Use the material regularly in your marketing efforts, to build credibility and help people feel more confident about making a decision to do business with you.

Do you have old advertisements or positive press articles lying around that could be reprinted and used in your future marketing efforts?

I hope you don’t mind me sharing  a short story with you about what happened on July 5th, 1998.

While on a family vacation, my wife Amy and I with our four kids straggling behind made our way to see Mount Rushmore for the first time.

We had to park about a mile away because there were a ton of cars and couldn’t get any closer.

Now, picture this, we had already been on the road for about 3 weeks, a bit tired, had seen many American treasures and were very excited to be at Mount Rushmore.

As we approached, all of a sudden, we rounded a curve and there was George’s nose. The biggest nose we’d ever seen. Of course, I took a quick snap shoot (Took about an hour of serach the box with all the old photos and finally found it. Showed up in the second from last enveope).

We kept walking and walking, seeing more and more of the great presidents, getting bigger and bigger as we got closer and closer.

Finally we made it to the entrance, went in and the place was packed. People everywhere.

Turns out that the official Fourth of July Celebration was rained out the day before and we walked into the rescheduled Fourth of July Celebration.

So we walked in further, made our way to the seating area, not a seat in sight except a roped off row or two about 10 rows up.

Being one to rarely follows the rules, we made our way and sat in that row. Other’s followed and in moments, the row was filled.

Within ten minutes, the master of ceremonies started making announcements about the program that was about to start.

I gotta tell you, it was amazing, the presentation and program took about an hour and a half. There was music, dancing and celebration.

All along, the sun was going down, getting darker and darker.

Mt Rushmore July 5th, 1998 W0W!

Then suddenly, from behind the presidents, a loud boom, fireworks starting. And they got bigger and bigger. Exploding behind and shining on the rocks. Illuminating the Presidents. The fire works went on for a very ling time. Booming. Cracking. Showering us with magicial colors. It was amazing.

After the grand finally when the fireworks faded away and the smoke hovered low, my wife looked at me, my kids looked at me, tears running down my cheeks, my shirt wet, they asked why I was crying.

I was too choked up to explain my feelings to them at the time.

Anyway, that moment I’ll never forget the patriotic feelings I had.

How proud, lucky, and appreciative I was to be an American living in America. And, to be there, with my family, of all places on Earth or in America we could have been on that early July day. Wow.

You see, I just had to share this with you because every 4th of July this fond memory comes flooding back. Once again bringing tears of gratitude, appreciation for all who have been kind enough to let me be part of their life.

Thanks for allowing me to be part of your life.

Now, what fond memories do you recall of your past 4th of July’s?

What will you have gratitude and appreciation for on this 4th of July?

Go out and create your great memories of this 4th of July 2009.

And may they be fond memories that you’ll be proud to carry with you, tell your friends and family over and over for many more 4th of July’s to come.

Proof Will Help You Sell More Products, Services and Ideas:

Go ahead, take a few minutes today and look at every marketing message you are putting out…

Ask yourself:
Am I providing my reader, viewer and listener the proof and credibility that what I’m saying is indeed true?

How many times have you seen an ad on TV and said to yourself “Yea. Right. Sure it is?”

Let’s face it… we are all slammed with so many marketing messages a day, that we stop believing most of them.

So how do make your marketing messages more believable?

Start by take a closer look at the benefits of what you are selling.

Think about all the ways you can prove your benefits actually exist.
Ask yourself:
•    What are the strongest “Reasons Why” anyone should believe they’ll get what I promise?
•    How much more specific can I be?
•    What solid proof have I offered showing what I claim it true?
•    Have I begun to think about how I can strengthen my guarantees?
•    Is there a way to demonstrate your product/service in action?
•    Can you get a celebrity endorsement?

Answer these questions and apply these ideas to what you are selling and you are well on your way to providing the proof people need to believe your benefits will deliver.

“No way of thinking or doing, however ancient, can be trusted without proof.”
-Henry David Thoreau

Quick Bonus Marketing Tip:

Thousands of marketing experts say that it costs 5 to 6 times more to win a new client than it does to retain an existing one.  What about your company? Is it true for you too?

Yet, most companies spend a small portion of their sales and marketing budget on client relationship management.

Take a moment and think about how much more profit you could generate by deepening your existing client relationships?

Rather than finding ways to get your sales people to “make 20 unqualified appointments this week,” instead, think about the easiest way to building stronger relationships.

Think about all the way you can say “Thank You.” All the ways you can show that you appreciate their business and enjoy the relationship you have.

Here are a few simple ways to get you started.
1. Send a hand written thank you card or note.
2. Drop off a small gift.
3. Bring a flower to the gatekeeper you’re trying to get past.
4. Take your client to breakfast or lunch to talk about ways to improve profits in the coming year.
5. Hold a customer appreciation party.
6. Have your CEO write a personal letter of thanks.

Now go out and give thanks. Show your appreciation.
It feels great and is sure reduces your client attrition rate.

Did you learn something today that you can use in your business or in your life?

Wherever you go and whatever you do, try to focus on learning something.

Useful information is everywhere—for example, you can find it in meetings with prospects; in attending seminars; and in reading books, magazines, and newspapers.

The information you learn can be applied in many ways.

There is something useful to be learned in every situation, even when you see or hear something with which you don’t agree.

It does you no good to be critical or angry.

These attitudes usually prevent you from learning something.

For example: A former business partner of mine complained a lot. He would go to various seminars and would get upset if the speaker didn’t cover every single item on the syllabus or covered them in a different order. I would tell him, “So what?”

“When you’re through learning, you’re through.”
- Vernon Law

To me, it was far more important to take away something useful from these seminars.

In every situation into which you are thrown, it’s important to learn all of the useful information possible.

Ask yourself constantly, “How can I use this idea or that concept to help to my clients or myself grow our businesses bigger and stronger?”

Every piece of information has the ability to lead you closer to your goal, but you have to recognize the opportunity.

Remember to write down everything that you can while you are learning. If you don’t, you risk losing the idea, and it may be gone forever.

What useful information did you learn today?

How many problems can you solve?

How many times have you waste your time worrying about problems that already have been solved by someone else?

Many other people have faced problems similar to the ones that you will run into.

More than likely, they have found solutions to these problems and may be willing to share their solutions with you.

Sometimes, many times, the solution to your problem may be found in another industry.

There are experts on solving problems everywhere:  fathers, mothers, mentors. Your suppliers, your employees and clients. Business “gurus,” trade groups or associations, librarians, the Small Business Administration, your banker, your CPA and industry leaders.

An answer to the problem that you’re facing even could come from the place you would never think about.

For example, I can’t remember where, I once read a story about how the management of a hotel dealt with their customers’ complaints about long waiting times for elevators. One of the hotel chambermaid suggested putting mirrors next to the elevators so that people wouldn’t mind the wait. Now, most hotels use this simple but effective technique.

The point is, when you have a “situation,” you need to be able to get to someone who has faced something like it before. Is in the trenches, everyday.

“There is a great difference between worry and concern. A worried person sees a problem, and a concerned person solves a problem.”
- Harold Stephen

In most instances, a problem can be solved or fixed merely by mentioning to someone,”I have a problem and I need your help.”

Most people want to be helpful and will help along the way.

You just need to be willing to ask.

What problems are you having?

Are you afraid to ask for help?  Don’t be.

Does your business communicate a positive attitude?

Do you have a written “Mission Statement” that explains what your business is about?

Does this statement represent the vision, purpose, and aspirations that your business communicates to the world?

More importantly, do you tell your customers and prospective clients about your mission statement in every marketing effort that you create?

What should this statement include?
Typically, it will include your USP or SOB (statement of benefit). It also will include what “attitude” your business is trying to communicate.
Is your business and marketing attitude friendly, exclusive, or inviting?
Is It classy, low-priced, or responsive?
The list could be endless.

“Ability is what you’re capable of doing.
Motivation determines what you can do.
Attitude determines how well you do it.”
- Lou Holtz

It is important how you integrate your attitude into your marketing.
If the public sees and hears your positive attitude, then they will know and understand that you are proud of what you sell.

They also will know that you are very serious about your business and are willing to go the extra mile to keep them happy.

Your attitude should tell them that your business is ready to be their sole source —their “go-to” solution.

Your attitude should be communicated in everything that you do and say. If each of your marketing efforts is consistent and professional, then prospects will pick up on your attitude.

When the statements that you make in your marketing efforts are positive and consistent, your clients and prospects should understand that you will deliver on them.

This builds their confidence in you and will increase your sales. Consistency and attitude are the keys to getting people to remember your business.
Do you know what your company’s attitude is?

Are you getting this message to your customers and prospects every day?

Do you ask yourself regularly, “Is this information reaching my clients?”

How much do you love your clients and their business?

Even more importantly, how much do you love helping your clients?

How passionate are you about it?

I have met so many business owners over the years who are just not very passionate about what they do or sell.

This makes me wonder, “Why did they go into business in the first place?”

Having passion for your business is an essential part of successful marketing.

In fact, the passionate drive to succeed is a huge factor in the success of any business.

If you love what you are doing, then your success will be so much greater than what you will achieve if you don’t.

Whether or not you are truly excited about what your business has to offer will be very evident to all of your customers and prospects. It will come across in every¬thing that you do, in all of the words that you write, and in how you speak about the products/services that you offer.

If you really believe in your business, then your intensity will be transferred to your employees in the amount of effort that they put forth, and to your cus¬tomers and prospects in a way that will increase their interest in your products/services.

If you are passionate about what your business does, the result will be more sales. It does not matter what motivates your passion, whether it is making money, or loving the “in-charge” feeling that you get with self-employment, or enjoying the freedom of setting your own hours.

If you maintain a love and passion for your business, you will find that many people will want to do business with you, both now and in the future. Passion breeds success, and success breeds more success.

If you don’t love what you are doing—if you are not totally passionate about it—then go find something else!

“Passion is everything.”
-David Copperfield

People will have a hard time believing you if you don’t have passion for what you are doing. Your clients and prospects can sense it in you when you don’t believe in what you are marketing.

You might fool them once, but you won’t fool them twice.

Be passionate about your business. It will catch on fire.

What are you doing to show how much you love what you do and the things that you sell?

The all absorbing aspirations for every marketing project should be large sales and giant net profits.

Together, they equal the number one reason for any marketing effort.

If you want to create an ad merely to win awards, or if your goal is to receive accolades and praise for your advertising creativity, then get yourself a job at one of the many Madison Avenue or local ad agencies.

For business owners like us, the only purpose of marketing or advertising is to produce profits. It doesn’t really make any difference what your business associates, employees, suppliers, spouse, kids, or friends think about the artistic merits of your advertisement.

If it brings in added profits, it works!

What should matter to you is that your prospects and clients react to your marketing by buying your product/service.

It takes total focus to create new sales and profits for your business.

Only when you are focused totally on your profit goals will you be able to roll out a successful marketing effort.

The more that you learn to trust your instincts and to analyze data results from your marketing efforts, the more successful that you’ll be in your business.

Are the goals for your marketing efforts as “profit focused” as they should be?