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THEBENEFITSOFBEINGAMARKETINGBELIEVEREssentiallymarketingisnothingmorethantheprocessofmak-inga5rmbetterknown.Thebene5tsofdoingthisinadditiontoincreasedsalesaremanyfoldbutthefollowing5vestandout.Findingnewkindsofpro-jectsandclients.Whenanorganizationmerelyreliesoncurrentclientsorreferralschancesareitwillgetmostlymoreofthesametypework.Theonlywaytobreakthepatterntogetoutofthex1csame-oldsame-oldx1drutandlanddif-ferenttypesofprojectsandclientsistopromotetheorgani-zationx19scapabilitiestoanewwideraudience.Relyingsolelyonreferralstakesthedirectionofanorganizationoutofitsownhandsandplacesitintothehandsofothers.Positioningthebusiness.Intheabsenceofmarketingactivityotherswilldrawtheirownconclusionsregardinganorganizationx19sstrengthsandcapabilities.Onlythroughdirect-edmarketingactivityisitpossi-bletorede5neanorganizationandbreakoutofthecategorythatclientstendtoplaceitin.Doingsoenablesanorganiza-tiontocreateitsownbusinessimageitspositioningratherthansittingbywhileclientsdoitbydefault.Betteryetmoreaccuratepositioninghasthebusinessbene5tofencouragingnewtypesofreferrals.Inadditionitcanenhanceanorganizationx19sstaffmoralemakerecruitingtal-entedstaffeasierandintimidatecompetition.Avoidingx1cspiralingdown.x1dLong-timeclientsoftentakefamiliarsuppliersforgrantedwhichcanresultinunreason-abledemandslackofpricing6exibilityorcategorization.Suchclientsx19referralsaremostlytootherswhohavesimilarorlower-levelassignmentstheyrarelyleadtohigher-levelclientsoryieldhigher-levelopportuni-ties.Inshortprojectsandclientsseldomgetbetterovertimewithoutamarketingeffort.Youcanthinkofitintermsofevolu-tionnewbloodisnecessarytostayhealthyandgrow.Avoidingtoomuchfromtoofew.Oneoftheleadingcausesofcreative5rmfailureisthelossofoneormoreclientswhoareresponsibleforalargechunkofbusiness.Furtherwhenafewclientsdominatea5rmx19sincomeitcaneasilybeheldhostagex145nanciallyandcreativelyx14totheirunreasonabledemands.Onlybysolicitingnewclientsandprojectsx14viamarketingx14cana5rmprotectitselfagainstthesedangers.Frombotha5nancialandacreativestand-pointitisfarbettertohaveafewprojectsfrommanyclientsthantohavemanyprojectsfromafewclients.Enhancingsatisfactionandprotability.Thisisthemostsigni5cantandoftenunappreci-atedbene5tofmarketing.Foranyorganizationtobesuccess-fulinthelongrunandtopro-videanenjoyablelifestyleforitsprincipalsitswork6owneedstooccurinaconsistentpre-dictablemanner.Thegreaterthepredictabilityandstabilityofanorganizationx19swork6owthehigheritspro5tandprincipalsx19satisfactionwillbe.Byhelpingtopromotework6owpredictabilityandsta-bilitymarketingmakesplanningeasierdeployingresourcesmoreef5cientandamortizing5xedcostsoverabroaderbase.Marketingisinotherwordsmorethanthepathtoabusi-nessx19ssuccessitisalsothepathtopersonalenjoymentofthebusiness.9CreativeBusinessx14SeptemberOctober2011newbusinessitislesseffectiveandmorecostly.Therearenoneofthescaleeconomiesandben-e5tsthatcomefromtheaware-nessthataccompaniesconsis-tentactivity.Asunderstandableasthisisespeciallyforfreelancersandsmallresource-thinshopsitishardlythewaytobuildastablebusiness.Itmayat5rstseemcounterintuitivebutmarketingwhenyoux19rebusyisasimpor-tantaswhenyouarenx19t.Tellinglyinconsistencyalsoexacerbatesthebusinessrollercoastereffectmarketingwhenthereislittlebusinessbringsinmorewhichthenencouragescuttingbackonmarketingwhichultimatelyresultsinadropinbusinesswhichthenencouragesrenewedmarketing.Andsoon.Consistentmarketingistheonlywaytominimizethework-6owpeaksandvalleysinherentinanyservicebusinessforthefollowingamongotherreasons.Memoryisshort-lived.Manyclientspurchasecreativeservicesonlyoccasionally.Otherclientsonlyoccasionallychangeoraddsuppliers.Whenthetimecomesto5ndanewsupplierorawardaprojectclientsremem-berthosewhohavebeeninfre-quentcontact.Mostothershavebeenlongforgotten.Thebetterthejobthelongertheprocess.Landinggoodprojectsandclientstypi-callyrequiresmultiplecontactsoverseveralmonths.Delayingmarketinguntilyouarenotbusyproduceseitherawork-6owdroughtortheneedtoacceptlesserjobsandclientstomaintaincash6ow.Consistencycostsless.Themoreconsistentyouractivitiesthemoreroutinetheybecomeandthelesstheycost.Costsdeclinewithpromotionalfre-quencyandadministrativeef5-cienciesaccruewhenproce-duresbecomeroutine.Themostdif5cultandexpensivemarket-ingalwayshappensunderthepressureofimmediatenecessity.CB