I went for my annual BUPA health check up last week.
All good, thanks for asking, except that they made me stand on one leg. This is a thing they make age critical patients do, to see how likely they are to fall over, break their hip and have to wait months for an operation.
Turns out I don’t have the best balance.
I only managed ten seconds on one leg with my eyes wide open, and when they asked me to close my eyes and do my best flamingo impression, I struggled to do two seconds.
Awful. Must do better. Need focus. All the ghosts of school reports came back to haunt me.
Thankfully, the lovely nurse suggested an exercise I could do to help improve my balance – when I’m brushing my teeth, I use the electronic timer to stand on one foot for 30 seconds, then swap to the other for another 30.
First day, atrocious. Couldn’t even manage 2 seconds with eyes open because my brain was trying to brush teeth at the same time – it was like a very sophisticated version of patting your head and rubbing your tummy.
But by the end of the first week, 5 days in, I could stand confidently on each leg for 30 seconds, even with the added complication of brushing my teeth.
I was amazed that such a simple exercise could make such a difference, and that quickly, but I guess I shouldn’t have been surprised – I’ve seen a similarly “small” thing make a vast difference in my marketing over the last six years.
The small thing? Sending a weekly email, which I’ve done (pretty much) without fail since Easter 2016, and the results have been astonishing.
The emails work to build our relationship with potential clients, so that they already know us and like us before they have a staff issue.
And when they do have a staff issue, they naturally turn to us.
The weekly email is easy to do, simple to send out, and in these times of rising costs, extremely affordable.
If I had to choose only one marketing channel, out of all the ones I currently use, it would be this one.
Just like being able to balance on one leg for 30 seconds dramatically reduces my risk of falling over, the weekly email dramatically increases my chance of getting new clients.