Marketing insights For Perth-based businesses.

You’re invited. You head to your wardrobe and pull out the dress: the one reserved for fabulous occasions. You slip it on quickly, just to check shoes and earrings. The zip sticks. Then you realise. It doesn’t quite fit. How did that happen?! When did the weight creep up? At this point, you have only a few choices; and which one you choose depends on three things: time, severity, and money. This calculation takes seconds. If you can’t even get the dress on and the event is getting close, you have no choice but to go up a size. You solve the problem with money. That is, go shopping for a new dress. If it fits but looks tight, and you still have a couple of weeks, the solution is simple. Eat lighter, walk more, try it on again in a week, and you’ll probably be fine. But if you’ve gone up a full size, AND the event is next week, AND you don’t have the budget to buy a great dress—now you have a real problem. You could pull in a favour from a friend, or you could not go at all. There are always options. But what you can’t do is crash-diet on the day of the event and expect to drop a size. And you also can’t walk into a boutique demanding help for a special new dress if you have no money to pay for it. Unfortunately, this last couple of scenarios is where many businesses live. They neglect their marketing for a year or more, leave it until they desperately need leads, and then discover they have no budget. Enter the agency or freelancer who hasn’t yet learned to qualify properly, making promises they can’t keep, hoping enthusiasm will make up for the lack of fundamentals. It won’t. You cannot defy the laws of time and physics. What you can do is make up for lost time with money—through ad spend or external help. But like buying a dress in the next size, this only covers up the problem. It’s a temporary fix. In an ideal world, you do the right things consistently—so when opportunity comes, you’re not scrambling.  You’re ready. And you’re dazzling.

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