Why the Worst Time to Start Marketing Is When You Desperately Need Customers

There is a familiar pattern in small business marketing. Business is good, the schedule is full, and new customers seem to arrive without much effort. Marketing feels less urgent. Budgets get trimmed, campaigns get paused, the website goes untouched, and nobody worries much about where the next lead will come from.


Then something changes.


The phone gets quieter. Estimates slow down. A large customer disappears. A competitor becomes more aggressive. A normally reliable referral source stops producing. Suddenly, marketing moves from the bottom of the priority list to the top.


The instruction becomes: We need more customers now.


Unfortunately, that is one of the worst times to begin building a marketing program.


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