Recently I really got into the new show Legion. For those who aren’t familiar, it’s a mind-bending show about a guy who thinks he’s crazy but actually has latent psychic abilities. Without giving any spoilers, much of the show is spent traversing through his twisted memories, jumping between realities, and lots of really complicated sci-fi jargon. Oh, and it’s set in the X-Men universe. Sounds like a lot going on, right? I didn’t realize all that going into and first tried putting it on in the background while I did other chores around the house. And what happened? After a couple episodes, I had to start it all over again because I realized I had no idea what was going on.
I know what you’re thinking: “cool story, bro.” But bare with me! The reason I didn’t know what was going on was because I was only passively engaging. That’s more or less harmless when you’re talking about a television show, but it can be disastrous when done with something like your business’ marketing. If you want to follow a critically acclaimed drama, you better put your phone down and look up at the screen. If you want your marketing efforts to succeed, you need to do the same.
As a business owner, you’ve got a lot on your plate and marketing might not be a priority compared to meeting your bottom lines. We get that. But think about it this way: when you current client base dries up and you’re out of referrals, what will you do? Just like passively watching a show, you’ll realize you have no idea what’s going on and have to start over.