In real estate they say location, location, location. I would like to propose that when you have your own business such as a personal chef business, the key word is market, market, market.

Do you dream of having a calendar filled with pre-scheduled cook dates? Long for the day when you can tell prospective clients that you would love to cook for them and will put them on your wait list for the next available date. Pine for the chance to be very particular about the type of clients you will accept – and fantasize about telling some clients that you just can’t squeeze them into your schedule?

Every wished you could do more dinner parties? Work more special events? Survive on regular weekly clients? Service only special diets?

The key to making any of these wishes a reality is marketing. Too often small business owners get too caught up in the hustle and bustle of every day responsibilities that marketing takes a back seat at best. At worst, marketing is sometimes overlooked all together until the day arrives with the grim realization that there are no new clients on the horizon and yet another existing client has decided they no longer require your service.

Even an experienced personal chef who has survived the ebb and flow of clients and is well aware of the need for continuous marketing can find themself in a situation where marketing has suffered. Life is busy and all too often situations arise for which we are unprepared. Scheduled cook dates take precedence when time is short. Marketing is often seen as an option.

I challenge you to spend 20% of your time marketing your business. If you are working full time, that amounts to one day a week marketing and 4 days a week cooking. If you are cooking 10 hours a week that means you should be marketing 2.5 hours every week.

Now, by marketing, I do not only mean networking. Nor do I mean only writing and mailing letters. Networking is a fabulous means of securing new clients but it is not the only way. So is writing letters – as long as you’re making a phone call or in person visit to follow up on every letter sent. Plan a variety of marketing efforts. Make a list of possibilities. Choose one or two and begin working on those items. Do not let the magnitude of your list intimidate you. Your efforts do not need to be perfect. Sometimes it is better to do something than to refine your ideas until each one is perfect.

Remember, in the personal chef business, the word is market, market, market! I challenge you to the 20% rule. I will be taking the challenge with you.