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[Content 2.0] Saturday Night Sales and Marketing?
March 27, 2011

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Saturday Night Sales and Marketing?


If you are not thinking about sales and marketing 24 hours a day, 7 days a week, are you in the wrong line of business?

I recently wrote a number of articles about email marketing (under “Communication”) and one of the many hundreds – if not thousands! - of tips and strategies I researched out for readers was to never email people on holiday or on weekends. The reason is that most people also like to take a break from email when they are not in the office. This is why the best time to send a newsletter or mass communication is, of course, during business hours. So why am I emailing you at 8:30 on a Saturday night while rushing to get ready to go and see a movie? Simply to impress on you the fact that your business comes first!

While you may not be thinking of sales and marketing for your business literally 24/7, I want to offer that dreaming about work from time to time is not a bad thing and not unusual for a dedicated professional. Or waking up in the middle of the night thinking about it, for that matter! What I mean by this and what I am trying to say is that you have to live and breathe what you do; it has to be your passion and you primary obsession in life. You have to find yourself form time to time at your keyboard or on the phone or on the road and you pull yourself out of your work and think, “God! It's that late?!” You have to be obsessed.

If you are not obsessed with your work, or at least your field of expertise, then let me suggest that there can only be 2 reasons for this: either you are not excitable or you are not doing what you were meant to. The first case is more a philosophical discussion than a practical one because what it boils down to is belief. If you don't think you are excitable, then you are not. My own opinion is that everyone is passionate about something, even if you are not a Type-A extrovert; there is such a thing as quiet genius too, you know! Anyway, the second point is something that everyone can agree is within your control to some degree, so think about it: are you really happy with what you do?

If you are happy with what you do then there is a simple way to test this: would you do it for free? I don't mean your job but the work that you do, what you are good at, what you can get lost in for hours at a time. Would you do it for free if money was not a problem? It's like a great line from the movie “Frida” where the young painter Frida asks the famous Mexican muralist Diego Rivera – the film is based in fact, by the way – to look over some of her paintings and give her some feedback. She keeps bugging him about it and finally, in exasperation, he comes down from his ladder and says: “Listen, if you are a painter then it does not matter what I or anyone else tells you. If you are a painter then you will paint until you die and that is that!”

Will you sell and market under the very end? Okay, that is kind of a joke but what is you dream? Really? Are you just plugging along from one day to the next or do you already have your retirement planned? Is it simply how to balance the books again this month or are you fantasizing about the new house your wife and yourself have been planning? Thinking about your business 24/7 simply means that you are thinking about you and what you are doing with your life. When you are plugged into what you should be doing then all of these things happen: passion, losing yourself in your work, dreaming of a bright future and so on. On the other hand, the unfortunate case is that 80% of people really are living day to day and work for them is no fun.

”"Make your vocation your vacation. That is the secret to success." - Mark Twain


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