George Kao says the feast-famine cycle kills creative work. Market consistently by staying in conversation with prospects, not just when you need clients. He keeps exploratory calls weekly even when fully booked, treating marketing like being a dependable friend.
Good marketing is constant. It doesn't just happen when you need clients. It's not like you've got a couple of clients completing and so you better go and do some marketing again, right? This is why so many service providers go through a feast and famine cycle in their business. It's because when they are hungry, then they go out and then do the marketing to get clients. And then when they have clients, they think, oh, I'll save the marketing for later. I really think that is a mistake and I hope you do marketing continuously. Find a way of marketing and hopefully you'll have found a lot of that in the things that I'm teaching you. But find a way of marketing that you enjoy. Make marketing not about getting clients, but about service, about uplifting, educating your audience through content, and about having conversations with prospective clients regularly. Even if your client roster is full, you still have conversations regularly with prospective clients because you want to stay in touch with what they're needing and just helping people out. You know, this is what I, what I do now. I mean, my practice right now is full, but I still have on average one or two exploratory calls with prospective clients every week. And I tell them honestly, you know, my practice is full, but I, you know, you seem like a great fit and you know, if I, when I can, I just try to refer them to my content. But if it's something I feel like I can really help through a brief phone conversation, I will. And even though I can't take them on at the moment, and then of course afterwards I might refer them on to a niche mate who is qualified and I trust to take care of them well. But do marketing consistently, okay? And I'll give you another. I thought it's kind of like imagine, have you ever had a friend, so called friend who only contacted you when he needed something, right? It's like, oh, I haven't heard from you, Joe in a few months. And every time Joe contacts you, he's trying to sell you something, she's asking you for a favor. Don't be like that guy, don't be like that gal, okay? Be the kind of friend who is there for you, who is always helping you out consistently, okay? In a sustainable way. And yes, when that friend needs help or needs a favor or wants to sell you something, you're much more open and you're grateful to hear them out. So do marketing consistently. Find a way of marketing that feels good to you, that feels of service, and do that consistently whether you have lots of clients right now. Or you need clients. Okay. And until the next video, I'm George Kao, always open to your questions, and I wish you well.
