When's the best time to market?

Now is the right time.

Like many things, people often put marketing off until 'time is right'. According to marketing expert Alan Jacob, this is not always the best strategy. For one reason, times are never 'right' - there's always some factor which makes things less than ideal. Waiting for everything to be 'just right' is like waiting for a planetary alignment.

It's actually often more effective to market when things are bad - because competitors are entrenching themselves or pulling back, making your marketing proportionally more visible and effective.

The same is partially true of 'marketing in August', which companies avoid because 'everyone is on holiday'. Everyone? Really? How can that be true? The world would grind to a halt. True, there are more people on holiday, but because there is significantly less overall sales and marketing activity, you're more visible - so one factor almost balances out the other. (It might not be the time for a major product launch, but it's not the time to take your foot off the gas, either.)

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