Every Monday, George Menden’s alarm wakes him at 6 a.m. The co-founding partner of MendenFreiman gets dressed, prepares a light breakfast and walks into his home office. For most of the year, the sun is just creeping over the horizon, shimmering off the lake outside his window. His first call usually starts at 7 a.m., and he continues for another two hours with calls to clients and referral sources.
Menden, one of my longtime clients, anchored marketing calls into his schedule two years ago as part of our emphasis on “gold time,” a dedicated window to focus on strategic marketing. I asked him if there was a time he wouldn’t get distracted and could focus on marketing. We analyzed his schedule, as well as the list of individuals he expects to call. And, while that day and time frame may not work for everyone, Menden decided that Monday mornings were the best time for him to reach out to those folks. He calls that moment a “brilliant interchange” that has had a tremendous impact on his practice.
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