It’s been a long, cold winter. You’ve sat with an annoying chill right between your shoulder blades more times than you can count, and the heavy coat that seemed so fashionable at the beginning of the season now seems like a big weight you have to carry around. When you see the first crocus poking up through the snowy ground, you’re barely able to contain your excitement.
At some point in your professional career you’ve probably been told there’s a wealth of books out there that will help you achieve your goals. It might be inspiring stories of entrepreneurs who built their businesses from virtually nothing, or maybe tips on personal networking or ancient philosophical texts on leadership. If you’re a Star Trek fan, it might even be the Ferengi Rules of Acquisition. Knowledge can be found in the most unusual places.
Do you remember back when our mailboxes were stuffed with holiday cards? A few of them might have been from dear old aunt Edna or your pen pal from Greece, but a lot of them were from people we barely knew. They might have been from the guy we bought a car from three years ago, or the manager of the hardware store wishing us Happy Birthday, Merry Christmas or greetings from whatever holiday was coming up. If you’re an entrepreneur trying to drum up business, you might have even sent a few of these cards yourself.
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Back in our school days we probably remember giving a valentine to that special someone and hoping they felt the same way about us. It might have had flowers and bows (or even snakes and snails), but it was given with love and all the sincerity in our young hearts. We were marketing ourselves even then, though we might not have known it at the time.
You know your business inside and out, and you have a pretty good idea how to market it. It’s your baby after all. You know what the sales should look like and what your customers expect. You also have a good picture of what the next few months should bring. You know where the marketing challenges are and where the greatest opportunities will come from.
If you haven’t already, now is the time to take all that great knowledge and write it down. There are several important reasons why:
Should you go there, their or they’re?
Should you insure or ensure something gets included?
Should you advise someone to make sure they’re receiving the best advice? Or is it the other way around?
You’re staring at those same four walls again. The paint is a sort of light brown color with what you think is a just a hint of pink. You wonder for the thousandth time what that color is called. The same tired spider plant is sitting on the same gray filing cabinet where it’s been since what feels like the beginning of time. When the light hits it in the afternoon, you can swear it seems to perk up. You know this because you’ve spent entirely too much time in the office.
Even before we’ve gone into business, we’re taught about the importance of networking. “Who you know is just as important as what you know,” you’ll hear.
They’re right, too.