Newton and Your Marketing

Do you remember Newton’s First Law of Motion? An object in motion tends to stay in motion; an object at rest tends to stay at rest. The object will keep doing what it’s already doing unless an external force is applied to it to change its current state. Without that external force, inertia is in effect, and the current state remains unchanged.

How does this law of physics apply to your marketing?

The Law of Motion suggests that if you didn’t do any marketing yesterday, then it’s possible nothing will happen today. And it’s almost a certainty that tomorrow you’ll repeat the same pattern. As a result, you are determining your own lead-generation fate. If you’re not actively engaged in perpetual motion marketing, you won’t get any leads—not just in the immediate future but also in the next three to six months. That’s where the real evidence of your current marketing—or lack of it—becomes blatantly obvious.

To change this inertia, you need to invest your energy in:

1. Forcing yourself into motion – You have to take a marketing action today. Then, tomorrow, you have to take another one. Each and every day, you have to expend energy and exert force against the inertia of doing nothing. Place a nonnegotiable 30-minute block into your calendar every day and in this time slot do a marketing action or lead-generation activity. What you do matters less at this point than the fact that you are doing it. The important thing is to get moving.
2. Focusing your direction once you’re in motion – Even if the marketing you do today seems ineffective or off track, once you’re moving you can easily adjust. There will be ample evidence of the things you’ll want to continue, the actions you should stop and the stuff you need to change or evolve.
3. Fostering your motion into momentum – You have to maintain and support the marketing inertia you’ve now created. Your results will encourage more motion. It gets easier to do more and more once you’ve started doing it. Then you’ll build systems and a structure to ensure a marketing machine for your business. This is the ultimate momentum.

Your priority is to get from standstill or sporadic stop-and-go marketing to full-motion momentum. It’s physics—marketing physics.

With thanks to Mr. Newton.

Tom Adams is a records and information management and information destruction marketing expert. Check out his regular marketing and training tools at TomAdams.com/SDB.