Slow and Steady Wins The Race

Many sales and marketing people could learn a lot from the fable of the Tortoise and the Hare. There marketing comes across like a jack rabbit, both by trying to cram too much into each communication and by the sporadic nature of their communication.

A much more effective method of communication is audience development and nurturing.

Another metaphor for this same idea is "watering a cactus."

If you provide just a little marketing, on a consistent basis to people who have given you permission to communicate with them, you will build an audience of clients and allies who will recommend you to others.

But if you "flood" your prospects, you will kill your cactus.

Ardath Albee wrote a great article on lead nurturing.