How Social is Your Message?
"We have enough business already"

As a marketer, this comment from prospects and clients has always baffled me. I have always screamed in my head, ‘What do you mean you have enough business already?!’ 

Tonight as I presided over our biweekly meeting as President of the Freehold Phrasers Toastmasters Club, as is customary at the end of the meeting, we took volunteers for the different roles for upcoming meetings; Grammarian, Ah Counter, Joke Master, and the ever-coveted Speaker role. We basically set our agenda until the middle of September…it’s starting to seems like “we have enough business already”.

When I first took over the position of President of the club, I quickly assembled the executive board for a meeting about the upcoming year. When it came time to discuss public relations and new membership, I had a TON of great marketing ideas.

After I was finished presenting all of my “great ideas” to the group, they asked me a very poignant question, “How big do we want to get?” At 32 members, our club is rather large for a Toastmasters club. And because we have so many members, and a limited amount of roles, I understood what they were saying.

Of course we could get more members if we advertised more, but at what cost? By adding too many members too fast, we would risk alienating and discouraging the members that we already have.

However, as a marketer this is unacceptable to me. Maybe we could just add a few minutes to the agenda to allow for more speeches? Maybe we could meet 3 or 4 times a month instead of 2? Maybe we could start a whole new club? Maybe, maybe, maybe…

Or maybe we should focus our marketing internally for now. Perhaps we need to focus on developing the talent we already have and really help our members to grow. Yes of course, that’s it! While we can and should plan for expansion and the future, we should never do it at the expense of what we already have.

So when you feel like you have enough business already, focus on what you have and how you can help your people grow. Then, when the time is right you will grow too. 

Because let’s be TOTALLY honest here, you can never really have enough business, can you?

John Zalepka

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