Marketing for the Future

Weiss Advice Issue: 203, June, 2020

  • Get into the “public square” with your analysis based upon your expertise (supply chain, talent retention, IT, change management, etc.). Err on the side of informing too many people.
  • Send your message in all media: blog, newsletter, video, podcast, teleconference, webinar, livestream—anything not requiring physical presence.
  • Emphasize the difference between “hunkering down” and keeping your head up. There is a need to be prepared to move once normalcy returns.
  • Offer free advice in the same way suggested for current and past clients. It’s find to mix the groups.
  • Consider a weekly series of brief updates about business in crisis times. Be sure to access the latest government programs and support.
  • Diversify your marketing beyond any current niches or specialties. Ensure your value is ecumenical, and applicable in almost all industries and professions.
  • Consider whether you can convert your appeal to the retail market (consumers) and not remain solely in wholesale (businesses). This is the ultimate diversity.
  • Move down my Accelerant Curve to advisory work as your primary (or even exclusive) offering, largely done remotely. This way you can begin immediately.
  • Set up your own livestream operation, either in a part of your home or a local studio. Contract with a local videographer and a livestream platform for implementation.
  • Start to conceive your value in terms of non-present descriptions and information. Think about YouTube or TED. For example, Q&A might have to be “primed” by questions in advance.
  • Always try to obtain full payment in advance, or at least within 45 days of the commencement of a project. Do not be paid monthly. Ask for full fee to hold speaking dates. If you work with bureaus, never allow them to hold your money or dictate your terms.
  • Be careful about cancellation clauses in future site contracts you might sign.