It sounds logical: if you’ve got a product or service that meets a need, then your next step is to find people or companies that need it really, really badly, because they’re the ones who are most likely to buy it. Right?
Um, no. Not if some recent research into consumer behavior has anything to say about it. In fact, the people who need you the worst may be the least likely to buy your product or service.
Why? It has to do with cat pee, cigarette smoke, and a weird quirk of human nature.
When you think about marketing your business, you probably think in terms of numbers – how many prospects you’ll contact, how much revenue each campaign should generate, how many people you have in your referral network.
But smart marketers look beyond the numbers to the content – and the timing – of their marketing communications. They use an editorial calendar. Continue reading