Marketing is all luck: Creating the perfect balance to find your pot of gold


Roman philosopher Seneca once said, Luck is what happens when preparation meets opportunity.

While admittedly my recollection of College History 101 resembles the ruins of the Roman empire, this quote has always resonated and stuck with me, especially as I’ve learned (and yes, retained) more and more about marketing.

If you’ve chatted with the team at Sutherland Weston over the years or followed our blog, you’ve probably heard us talk about the importance of being persuasive and prepared.

You see, many of us work very hard in our business to welcome opportunity. We put a lot of time (and money) into the “persuasive” so that we can be found.

We build a nice website.

We create social media profiles.

We run ads on TV or radio or Google.

And if executed well, we have the opportunity to get in front of the right prospect at the right time.

But then what?

Unfortunately, with so much effort focused on getting their attention, sometimes we forget to prepare for the moment when we do connect.

Maybe they found us online but our site is not easy to navigate. Or it doesn’t have the answers visitors came looking for – so they leave.

Maybe we are running ads about a special offer but don’t think to create a landing page for the promotion. This can hurt us two-fold because our audience can’t easily get the information they need and we lose the ability to capture their information (via a contact form or remarketing pixel).

Or maybe we get so excited about our marketing and how well it’s working that we forget about our capacity. At first, this may sound like a good problem to have (who doesn’t want more business, right?), but if we are not prepared to keep up with demand we could be dealing with unhappy customers as timelines get backed-up and customer service standards suffer.

No matter how many opportunities come our way, little will come of them if we are not prepared to maximize customer experience from the start and monetize on the interaction.

Not to get all philosophical, but I guess you could say Business growth happens when persuasive and prepared find the ideal balance.”

So, next time a prospect gives you the opportunity to win them over, will you be prepared to get lucky or end up as ancient history?