OK, so we had some limited interest in our product or services last week. A couple of people contacted us from our website, and we got a couple of phone calls. Is that enough to sustain us - even if all the contacts turned into sales? Probably not.
In marketing, there are two approach: passive and proactive.
All conventional marketing is passive. Nothing wrong with that approach. Just recognize it for what it is.
This just means that there is no planned or intentional interaction (by design) with the recipient of the advertising message because you never know to know just who will see or hear your message. There is no opportunity to determine how it resonates with them, if there are any questions that can be answered, if there is even a need, and what it will take for that person to act assuming there is a need. Oh sure, there can be a reader response card or coupon, but this touches only a small part of the eligible market.
Proactive marketing is both interactive and intentional. You can't talk to someone face-to-face or call them and not mean it. There are no accidental connections. How you choose to deliver your advertising message is an intentional part as well. First, there is the contact that you initiate or develop if if it a chance encounter. Second, is the delivery of the message or the communication of the next action step.
If we are not engaged in some form of intentional marketing on a regular basis, then we are not developing and sustaining our business. It doesn't always need to be with the same intensity or approached the same way, but it does need be done with a measured amount of urgency. Put it off or engage in it only occasionally, and the results could be disasterous.
We are the best ones to promote what we do. We need to take advantage of every opportunity and means to do so. This is intentional marketing.
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