No gardening disasters this time I'm pleased to report…

A while back I got a call from the head of a division of a large international firm. The conversation began…

“I've been reading your blog for a couple of years…I'm a big fan”.

As you can imagine, the chances of working together when the conversation starts out like that are pretty high.

For me, the most significant words in that quote are “a couple of years”. And they're important for two reasons.

The first is that it's often a very long time from when a client first starts paying attention to a problem or opportunity to them deciding to take action to fix it by hiring someone to help.

The second is that the thing that convinces clients to work with you usually isn't one big “hit” – it's the gradual drip, drip, drip of great content, great ideas, great stories.

When those two things come together, that's when the magic happens.

Most of us put the majority of our marketing effort into going for that big hit. Trying to make a tremendous impression with one meeting, one advert, one free report, one sales letter.

But as my example shows, what really counts is the day in, day out drip, drip drip.

Shouldn't we be putting more of our focus onto that?