Never, never stop marketing yourself and your firm. Marketing your company in a great economic climate is necessary for several reasons, but primarily because a swift downturn always has the potential of being closer than we think.

Fact is, for many of us, business is good. For some regions of our country, 2006 promises to be another one of those years when the main problem is deciding which job to take instead of sweating where the next one is coming from. Do not, however, allow yourself to be lulled into a false sense of security. Never, never stop marketing yourself and your firm.

Marketing your company in a great economic climate is necessary for several reasons, but primarily because a swift downturn always has the potential of being closer than we think. Remember what happened to the economy after September 11, 2001? Did not see that one coming, did we? Another reason is to continue to define your market rather than having random phone calls define it for you. Always, always reach out to the base of customers that match up with your profitable business model. And, for gosh sakes, if you cannot make a market segment profitable, then quit sending them newsletters or advertising in places where they will find you.