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It’s like mud in a cup

Posted by Ilise Benun on

Welcome to Week 39 of my adventure as a member of the Marketing Plan Group. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning from my group experience.

In the grocery store, have you ever tried to switch brands to save money?

I tried the cheaper espresso. I saved some money — but then I had to spend my mornings drinking nasty americanos and lattes. Yuck. I learned: all the cups of nasty, muddy espresso in the world will never compare to one cup of the good stuff.

The same goes for business. It really is about quality.
• Quality of your product
• Quality of your relationships with clients and prospects
• Quality of your marketing efforts

What’s that? You prefer quantity when it comes to money? Me too. But I think it takes quality everywhere else to earn the big bucks.

At CFC, I realized the enormous impact that meeting in-person has on the quality of relationships. I met new business friends, and since I often work with web designers (to create content for their clients), I also met some potential prospects. I anticipated I’d meet hundreds of people at the event. And I did. But the truth is, the 5-6 real connections I made are the quality espresso beans.

This experience re-instilled that when it comes to clients, confidants, and mentors — you only need a few good ones.

So, this week, I’ve been asking myself what I can do to increase the quality of my business: the quality of my relationships, the quality of my marketing efforts, and the quality of my product. Here’s what I’ve come up with:


  • Pick up the phone to say hello or ask a question
  • Write notes
  • Send “random” personal emails
  • Follow up regularly on projects, let them know I’m there if they need me
  • Send something special in the mail. A treat or a card for less popular holidays.
  • In-person networking/meeting for coffee or lunch

Marketing Efforts

  • Regularly sending my e-newsletter, and making sure it represents my business (without driving myself too crazy, of course).
  • Being more organized and following my system.


  • Give myself a head start on projects so I can look at them over a number of days and have time to take them to the next level
  • Up my game as far as getting to know and understand the audience I’m speaking to. Instead of just asking questions, come up with a form.

I’d love for your add your suggestions about what we can do to improve the quality of our businesses. Any ideas? What steps have you taken?

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