The Importance of Timing in Marketing

A Timing Issue

Have you ever tried to eat the mashed potatoes from a TV dinner and broken a tooth on them?

Probably not. But, it could happen…if you try to eat them right out of the freezer when they are as solid as a rock.

Have you ever walked into a room wearing a t-shirt, shorts, and sandals and received offended glares from the other people there?

Well, it could happen…if you are a dignitary going to a formal function where group relations based on demonstrations of mutual respect are foundational and a suit and tie are expected.

Have you ever drank coffee and regretted it?

This one may have actually happened…if you drank it just before bed and can’t get to sleep…and you have to get up early in the morning.

Eating a TV dinner. Wearing shorts. Drinking coffee.

Nothing wrong with any of that.

But, in each of the above scenarios, we have a timing issue.

When timing is off, things can go wrong.

Timing is Critical in Marketing

I want you to start to think hard about timing because it’s critical in marketing.

If you’ve been following this blog for a while, you already know the importance of targeting your ideal client. You also know how important it is to have one big offer that becomes the backbone of your business.

Here’s the next piece of the puzzle: Your ideal client isn’t going to buy your products and services until they are ready to buy.

Think back to the last major purchase you made. Try to remember your whole experience up to the point of purchase.

For me, it was a drawing tablet. I like to draw, and I wanted to learn how to draw digitally. So a few years ago, I started looking at a few different options. I searched to see what types of products were out there. I watched videos on how they worked. I looked up reviews. I looked at prices. Eventually, I settled on a particular product. What I needed next was for the price to align with my budget and my schedule to free up a bit so that I had time to play with it.

Last fall the stars aligned and I was ready. I purchased my drawing tablet.

Notice that my buying process took years. I think I started looking back in 2016. That's a long time to make a decision. But the bottom line is this…

No matter how long it took, I was not going to make that purchase until I was ready.

Before that time, I looked at the product, but I didn’t buy it because the time wasn’t right.

I saw sales, even Black Friday sales, but I didn’t buy it because the time wasn’t right.

I saw new and improved versions of the product hit the market, but I didn’t buy it because the time wasn’t right.

Despite the fact that the desired product existed, I knew I wanted it, and I had plenty of opportunities to get it at a great price, I wasn’t going to buy it until I was ready.

Even though you have your ideal client looking at your perfect solution for their problem, it’s not enough. They have to be looking at your solution at the right time.

How Do You Know When The Time is Right?

Unfortunately, you don’t. It’s impossible to tell exactly when someone in your audience is ready to buy. That’s why you need to continually nurture your audience after they have downloaded your lead magnet.

Through your nurturing campaign, you continually remind your audience that you have what they need. If they aren’t ready to buy, that’s okay. You’ll just gently remind them regularly that you are there and ready to help, keeping yourself in the forefront of their mind until the time is right.

If you can connect with the right audience and offer powerful solutions to their problems, they will want to work with you. Then, when the time is right, they will be ready to buy.

Building Timing into Your Strategy

It’s best to build the importance of timing into your strategy by having a solid nurture campaign that connects with your audience wherever they are on their buyer’s journey.

The best way to do that is to plan ahead, on a regular schedule, before the month starts rather than in the middle of it.

Using a marketing planner and dedicating time each month to plan your marketing will give you the perspective to stay focused on your goals, plan your marketing, crush your goals, and generate more success.

Or if you want one-on-one help with your websites, funnels, or marketing strategy, book a clarity call with me today!