Slow days.
We all have them.
That is unless you allow yourself to become low-hanging fruit.
You know, knuckle draggers who are easy pickings for the auction companies and motor clubs.
If you’re so busy running for those guys, then it’s going to be awful hard to use slow days to make any headway.
Don’t know what I’m talking about?
Well, as with anything we encounter, a slow day is just an undeveloped opportunity.
And it has something you can never have too much of.
Time.
So, what are you doing with your time on slow days?
Complaining that the phone isn’t ringing?
Or capitalizing on them to make a shift toward increased profitability?
There’s a term I believe was coined by the great copywriter John Carlton called “Operation money suck.”
And it’s basically this…
When you engage in activities like mowing the grass, watching YouTube videos, or spending countless hours perfecting your own website, you’re not doing anything that will help to grow your business.
So, in essence, those activities are sucking money out of your business.
However, if you use that time to get creative and find new ways of engaging with current and prospective customers, it’s time well spent.
Let me explain.
There’s another term we use in SEO called “Recency.”
Think of it like Google constantly asking the question, “What have you done for me lately?”
Because, if your marketing agency isn’t adding new content to your site and social platforms on a regular basis, you’re not showing Google any love.
And, therefore, Google will not reciprocate by showing your bidnez in searches.
Well, the same thing goes for the people in your hometown.
If the repair shops and other business owners in your area don’t see you, but once every five months or so, you become unfamiliar.
Which is a far cry from recency.
So take advantage of slow days, and even the not-so-slow days to refamiliarize yourself with these folks.
But be careful.
You don’t want to be an annoying pest.
Rather, you want to be a welcome guest.
How do you do that?
Well, the not-so-simple answer is to shift your thinking – and use your slow days to become omnipresent.
Omnipresence is something I talk a lot about in my new membership site, soon available inside the Tow Academy App.
But, basically, it’s working on your business rather than in it.
Be warned, though, omnipresence isn’t easy.
Because it’s not something you can just switch on like turning on a light.
However, it’s the best way to get attention without needing to haunt your customers’ doorways, hat-in-hand, begging for business.
Of course, there are other ways of getting in front of existing and prospective customers.
Like marketing through a properly managed Google Ad campaign and local SEO.
Which, if you’ve been paying attention, are a few of the ways we help our clients grow.
I’ll leave you with this.
As I see it, you have two options.
You can continue down the bootstrapped path…dragging your knuckles, trying to get by on Craigslist ads, Honk job alerts, and $169 a month get-you-nowhere web service companies.
Or you can choose to do business with someone who’s been where you are and understands your situation.
Someone who’s not only been there and done that but who’s already helped hundreds of tow company owners make positive changes in their businesses.
Don Archer
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