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How to exploit your businesses latent marketing energy – today

Posted on 02/26/2013 by cfoadmin


Did you know that you have all kinds of marketing energy stored up in your business that you don’t take advantage of?

During one of our recent sales and marketing workshops a number of ‘latent marketing energy’ opportunities were identified and actioned – these attracted three new clients in 2 weeks.

Latent marketing energy includes:

  • Lists of prospects or old clients who haven’t been contacted for some time
  • Testimonials and case studies from past clients
  • Marketing messages that are powerful but underused
  • Creative marketing ideas you haven’t tried yet
  • Marketing strategies you’ve used successfully in the past but have stopped using
  • Past clients or associates who could give you referrals
  • Services or programs you haven’t promoted for a long time.

All of these are marketing activities or resources that have real potential but that are getting you nothing now because you’re not using them.

And if you are not using them, they are latent. The dictionary defines latent as “…lying dormant or hidden until circumstances are suitable for development or manifestation.”

And since there is no better time than the present, why not take a look at these ideas and resources and figure out a way to put them into action?

That’s what this particular client did recently. They looked through all their old files, lists of past clients and associates who knew them but who they hadn’t been in contact with for some time.

They put them all in a database and sent them an email updating them on their activities and new services. They also included a new article recently written.

The net result? In just a few weeks three new clients. They replied to the email letting them know that they needed help with some projects.

Too often we sit around waiting for the phone to ring.

This is a colossal waste of time. Instead, take an inventory of the activities and resources listed above and figure out a way to launch them into action.

You could…

  • Email past prospects with some new ideas
  • Call up some past-satisfied clients and ask them for referrals
  • Re-launch a marketing activity, such as seminar speaking, that used to work for you but that you haven’t implemented for a while
  • Post your case studies on your website and point new prospects to them to build your credibility.

And remember, these are things you already have, but you just aren’t using now. Take them out of mothballs and put them into action as soon as possible.

By the way, this isn’t just one of those random marketing ideas that you should put on a back burner. Move them up to the front burner as soon as possible.

When CFO Advisory works with a client, this is the very first thing we work on. We uncover all that latent marketing energy and put it into action immediately.

More often or not that energy turns into new clients. And you should do the same!

It’s the perfect time of year to get started.

Written by Neil Livingstone (

Neil is an experienced CFO and Marketing consultant with over 25 years with blue chip companies including PricewaterhouseCoopers and Challenger Financial Services Group.

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