My wife, Linda, broke her wrist last week after a fall from her bike.
I was right behind her when it happened; I couldn’t believe how fast and hard she went down.
Still, while it is definitely a serious injury (surgery required), it could have been much worse. It could have been me.
I am kidding! She could have hit her head, broken her collarbone, gotten hit by a car, etc. The good news is that she will be back to 100% in a matter of weeks.
But we are not out of the woods yet.
Because in addition to the healing that needs to occur, we have quickly learned how many things in daily life require two hands working in unison.
Things like opening jars and bottles, getting dressed and undressed, tying shoes, washing hair (I had no idea that was even still a thing).
Overnight, I have literally become her “right hand man.”
What’s been most interesting to me, though, is the realization that having one hand is not half as good as having two. In most cases, it’s nowhere close:
Tying your shoes? It’s all or nothing.
Buttoning a shirt? Good luck with one hand.
Getting your supportive husband a beer? Probably too soon to ask.
The point is, there are many examples in which one hand, all by itself, is of no value at all – the productivity drop-off from two, to one, to zero isn’t gradual or proportional.
Relationship marketing is likewise nonlinear. It’s farming, not hunting.
It’s about staying in front of the people you know, over and over again, until one (or more) of these fine folks either shares your name with someone or hires you outright.
But you can’t just turn it on when you are suddenly hungry (for clients). It demands constant, ongoing attention and it takes time to blossom and bear fruit (why am I suddenly talking like Emily Dickinson?)
Unfortunately, it’s this “over and over again” part that people tend to drop the ball on.
Not because they don’t believe it or don’t want to do it. It’s because they get busy – often with client work – doing other things.
So, with the urgency of today’s deadlines and commitments staring them in the face, they drop the marketing – the thing that can always be put off one more day.
And it can. The problem is that “one more day” becomes “two more days” becomes “next week” becomes “never.” Until the project or engagement ends and it’s time to “start marketing” again.
At which point, like beginning an exercise program after weeks of inactivity (don’t make me name names), you are back to square one.
Keep in mind as well that your readers, listeners, and relationships begin fading the day you drop out of sight.
So it’s not just getting yourself back on track that is difficult. You also begin to lose whatever connection you have with people – the very people whose mouths do the word-of-mouthing.
You Need a Schedule
The solution to all this is a firm schedule. It doesn’t need to be complicated, but it does need to be in stone (or, at least, fairly dry cement).
Here’s mine:
- This newsletter, every other Friday.
- “Stay in touch” emails with colleagues – two a day.
- Coffee or lunch in person – one a week.
Yes, I do other things: LinkedIn posting, networking events, commenting on other people’s blogs, responding to newsletters received, blah, blah, blah.
But those are all optional – nice to haves. The three above are not. No matter how distracted or busy or just tired I may be, I make sure I get them done.
Here’s the bottom line.
It would be nice if you could just turn the marketing on and off when you need it.
And if ours were the types of businesses that grew based on cold calling or advertising, you could.
But if the vast majority of your new clients come as a result of word of mouth, you need to maintain a steady drumbeat of visibility and relationship development – NO MATTER WHAT.
Anything less and it’s just one hand clapping.
Discussion Questions:
- Have you ever broken a bone? (Extra credit if it was somebody else’s.)
- What’s your favorite two-hand-requiring activity?
- What one marketing activity do you do NO MATTER WHAT?
Share your answers below…
Excellent, Michael. I applaud you. Clap, clap…
Oops, applauding with only one hand! Hey you are so right … I can’t hear it either!
I appreciate the effort nonetheless, Ken!
Best wishes to Linda, from another Linda (who broke her right wrist a couple years ago). I understand what you’re going through. It sucks!
Thank you! She is doing well, all things considered.
1. I broke my right wrist TWiCE. Once in a fall while ice skating. Later in a fall while bicycling. Here is how I coped with dressing: I wore a skirt with an elastic waistband for ease in using the bathroom. I wore a camisole instead of a bra. I wore shoes with a Velcro close.
3. I have a monthly newsletter and I post on LinkedIn every business day.
I shall pass along your suggestions!
Back in 1973 I had a good friend that was a wide receiver with the Cincinnati Bengals in the NFL. Chip Myers (#25) was unfortunate enough to have both arms broken on a single play! At that time … he was the only player in the NFL to experience it. It was so unusual that Johnny Carson showed the clip of the play on the “Tonight Show”. Chip had both arms in a full cast. He told me “You really find out who your friends are”!
I’m sure you stepped up as needed!
Great lesson delivered in the best way possible, as always, Michael. Yes, I’ve broken my pinky toe many times but it never got me much sympathy. And I know one thing for certain:- aging is dangerous. But look at the bright side- we’re all in this together!
Yes, the pinky toe gets no respect!
So sorry about your wife’s wrist, Michael. What a pain, literally. I hope she heals without too much discomfort. Regarding the larger theme of your recent newsletter. Please address this barrier and explain why I am so wrong: My insecure brain says, “Oh, if if reach out to my mailing list every other week (or even monthly) with insights and advice from my research, then my followers will quickly tire of my messages and delete me from their online life.” Seriously, there must be a lot of us out here who are convinced we are bothering people with our too-frequent communications. I am sure you have addressed this before, but help me get past my insecurities.
Hi Dave!
Yes, I’ve heard that concern many times. But if your insights weren’t valuable, once a month, once a day, once in a while … doesn’t matter. So it’s not a function of frequency.
But that’s really just, as you say, your “insecure brain.” I’d look at it the other way: “I have something so important to say that I am doing my readers a disservice by not sharing it often. They need this so they can live their lives or do their jobs better.”
There’s no “right” frequency anyway. I get some newsletters/podcasts weekly, twice a week, monthly. And I assume nobody at the NY Times is thinking, “Geez, we just sent the the paper yesterday, won’t they be annoyed if we send another today?”
Anyway, bottom line is that from the receiving end, the people who don’t want more will unsubscribe. And from your perspective, as a marketing tool, you need some critical mass to be noticed and remembered. I think anything less than monthly is not enough these days with all the noise out there!
Hi Michael!
So sorry to hear of your wife’s injury. Hope she heals quickly. You asked:
1. Have you ever broken a bone? (Extra credit if it was somebody else’s.)
No, I have not broken *A* bone; I’ve broken M A N Y. 3 years ago, I fell while jogging and broke both elbows, one wrist, and did some nerve damage throughout my right arm up to my shoulder. Oh, and I hit my head, well…my face…and had a huge black/blue eye + for a while. Fun times!
And bout 15 years ago, I fell while walking our puppy, Harper (may she rest in peace). I hit an uneven piece of sidewalk, and …down she went. OMG- I broke my knee right in half. I had no clue I’d broken it- I thought with both injuries that perhaps it was a tendon tear or something. I was around the block from my home, no cell phone on me, and I actually hopped home. I’m writing too much, but the good news is (haaa- so funny) – my husband is an orthopedic surgeon. He told me to get into the car and drive to his office for an X-ray.
Try getting your body into a car when your knee has been carved like a pumpkin. And then try and get OUT. Long story short (not really)- I had to have surgery to connect the bones back together. Rehab was HELL. Because I was in a brace thingie for many weeks, where I could not, obviously, bend my knee. Did you know that when you go to PT for a broken knee that they put all of their weight on that knee to slowly start bending it. In non-medical terms, that means they rip the healed tissue apart so you can begin to bend it again. Not for the faint of heart.
2. What’s your favorite two-hand-requiring activity?
Playing piano. Due to #1 injury, that was an abrupt stop for months. Unless I played “Heart and Soul” with someone, which is hard to do when you have slings and casts on.
3. What one marketing activity do you do NO MATTER WHAT?
Like you- I send a newsletter out every 2 weeks. Question for you: why do you send yours out on Fridays? I’m sure it’s a better open rate, but why is that?
…and I post them on LinkedIn and TRY to also post them on Instagram and Facebook.
Great blog, as always, Michael!
PS
Forgot to mention the many stress fractures in my knee and feet from jogging over the years, and broke a finger in Jr. High (does that not date me?) playing kickball. Plus- yea- some toes over the years. OH, I FORGOT. I broke some ribs when I flew off the handlebars of my bike while on vacation on Sanibel Island, FL. My daughters (very young at the time) neglected to warn me they were going to stop (I was behind them, being a watchful mom).
I landed in a ditch. They seemed to find that very funny. Grrrr.
That’s a lot of broken bones for jogging. Were you running on the edge of a mountain?!
Not many mountains in the Detroit area. I’m clumsy and distracted- I have ADHD!