The Power Of A Mature Business

As many businesses mature, they require less and less advertising because of the referral activity of the accumulated customer base as well as general word-of-mouth advertising. The typical professional practice, for example, will get 90% of its new patients from advertising in Year One, but should (need to) get less than 10% from those same sources in Year Ten.

A great entrepreneurial trick is to accelerate the maturation process.

This means that your business must become famous and respected within its market as quickly as possible.

Another way to think of this; my example; I'm a marketing guy who doesn't market. I do virtually nothing overt or direct to attract new clients, as a speaker or consultant. I have more new client flow than I can handle as a result of being known, being seen, being talked about, as well as direct referrals. This should be the goal of any good marketer; to arrive at a position where all the marketing can be redirected at the "back end" of the business.
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