Today's Marketing Cookie - The Busy Gets Busier

Today's fortune came from Rick Littrell of Billerica, MA. Rick is the Chief Growth Officer at Winbrook and President of the Boston Chapter of the American Marketing Association. Rick brings an endlessly positive "can do" attitude to everything he does. His enthusiasm gets things moving, and his dedication gets things done. I encourage you to follow Rick on Twitter: @ricklittrell

Today's Marketing Cookie is about getting busy.

Do you know how to chill before things heat up? Do you know how to quit early before you'll have to stay late? Did you say "no" to these questions? If you work in an agency, and you said "no" to these questions, then we're quite alike, you and I.

There's one thing I've learned about winning new accounts and projects, and I am going to share it with you now. Big projects only come when we're already really busy. It's true. 

There was a time many years ago, when things were too quiet in our agency, and we really needed a big project, but couldn't find them. We were out hunting, pitching, and asking for new business, but the opportunities eluded us. We had a sign on our foreheads saying, "we need a project", and that was precisely why no one wanted to give us one. It's sort of like if you go into a bank and try to get a loan - the only way they will give you the money, is if you can prove you don't need it.

Eventually, things worked out and we started to win... and win... and win. When we won the new accounts, we got lots of projects, and we became busy. The busier we got, more business we got. When we raised our rates, we sold more services. When we increased our project and retainer minimums, the demand for our agency only increased. We insist on doing projects right, with proper planning and careful execution, all of which requires more budget, and effort, but it has attracted more of the types of clients we like. When it rains it pours.

So, if your agency isn't as busy as you'd like in this economy, don't lose hope. Today's fortune promises, that things are going to turn around for you. When you go into your next pitch, be enthusiastic, but not too eager. Remember to take that sign off of your forehead too! Otherwise, they may choose a much busier agency who doesn't "need" the work. As today's fortune says, "Chill while you can, big project is coming your way." ...and hopefully when the big project comes, you won't have the opportunity to chill anymore.