As the seasons change here in Chicago, and the weather turns cooler, there is an accompanying drop in humidity.

The humidity doesn’t change as quickly as the temperature. It drops inside the home gradually, slowly, but consistently.

At first you don’t notice it. In fact, you don’t notice it until one fine morning you wake up with a dry throat, nose and eyes. You try to swallow, but it hurts. You try to blink the dryness away. Then you did out your humidifier and turn it on high.

The same process holds true with your marketing.

When you stop marketing — when people stop hearing about your value — the effect is slow, almost imperceptible.

You probably have business, because you had been marketing.

But then you got busy and stopped.

So you keep doing your work. You deliver services, make products to meet demand. But you’re not marketing.

Then, one morning, you wake up, and business — like the air — has dried up. You feel the effects one day suddenly, dramatically.

Revenue — like the humidity — has stopped flowing.

You look around, and you see that your marketing — like the humidifier — has been in the off position.

Now it must be turned on high. Except it takes time for marketing to resonate and turn leads into prospects into customers into revenue.

It’s hard to get an object at a dead stop moving again.

Keep your marketing — and your humidifier — running to avoid the dramatic drops.

They’re entirely self-made.

Market.

And keep your revenue flowing.