Don't stop.

(Sure, the ad above is for a spa and you may not be a spa, but it does have some relevance to our topic today. Besides, it’s an ad we did and we’ve always liked it.)

Of all the things that can adversely affect your success, short-sightedness could do the most damage.

Several years ago, we had a hotel client who used to cancel all of his advertising whenever his occupancy was up. “We’re doing pretty well right now.” Then, invariably, he’d call back in a couple of weeks in a panic. “Occupancy is down! We’ve got to do something!”

Unless you’re promoting a limited-time offer, advertising isn’t an immediate cause-and-effect thing for any business. Nor is it an on-and-off thing, like a light switch. You advertise — online, via email or however you do — to build and maintain desire and awareness for your business and what you have to offer.

It’s easy to tell yourself “We’re good right now. People know about us.” But do they? Almost certainly not as much as you think.

And after going dark for a while, catching back up to where you were can be a real bear. An expensive with some sort of presence.

So . . .

Ohmygodbabydon’tstop.

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