Don’t Let Your Engine Stall

When people ask me what I’ve learned about marketing consistency, budgets, and where to post ads over the years, the first thing that comes to mind is a lesson a client taught me when I asked him this question: Should I use what little budget I have and just slam a ton of ads out there now with my biggest spend and then taper off later? Now, I asked this when it was still the dark ages, before the popularity of Craigslist and eBay, and the invention of AdPlotter!

So my client – we’ll call him Will – taught me a lesson that will always stick in my mind. He didn’t just give me words, he gave me an experience! He said, “Marly, I am a pilot and want you to fly with me to Dallas.” Now, I should take a minute to tell you I am quite frankly terrified of small planes. They are tanning beds with wings – no, don’t laugh! I’m serious!

Since I knew Will didn’t understand the word “no” – and of course I wasn’t going to admit I was scared – I agreed to the trip. Then he shared this extra little tidbit with me, “When we are at about 12,000 feet, I’m going to cut the engine.” I thought I did really well at hiding my urge to throw up at that moment, but he saw something in my face and asked, “What’s wrong?” And he was laughing!

I gathered myself and carefully asked, “Why would you do that?” He said, “Why not? Won’t the engine kick back in again?” I thought about that one and decided he needed a dose of Marly reality. “With all due respect, I don’t think that’s a chance we should take.” He said, “Exactly!”

And just like that, the light bulb clicked on. An aha moment! What Will was trying to show me sank in. Marketing is just like that flight. You have to keep the engine going if you don’t want to take the chance of it not starting back up. It’s so simple! The bottom line is post, post, post…and keep the momentum going. If you pull the ad after just a few weeks, it just might not start up again.

So here are 4 tips I’ve learned to keep that engine purring:

  1. Steady wins the race
  2. Be strategic and consistent
  3. Allocate your budget properly so you can complete the journey
  4. Throwing more money at marketing doesn’t always mean better marketing – focus on keeping your spend consistent and effective.

RELATED: Our Top Priorities for Every Classified Ad

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