You reap what you sow.  That is the “Law of the Farm” in a nutshell.  Think of the most significant business and personal relationships you’ve ever had.  Did you take short-cuts in developing them?  More than likely you did not.  You probably invested the time to plant the seeds and nurtured them for future harvest.  You and the other person made a genuine effort to cultivate the relationship, realizing it takes discipline and focus.

How often  do you see a salesperson go for the quick-fix only to find out it’s a one and done scenario.  Sometimes this can work in a one-call-close situation where you may never expect to see the person again, say in the world of used car sales.  Even then, that type of thinking is very short-sighted.  There’s always the opportunity to build for the future.

In the world of marketing and advertising, it’s all about the relationship.  Your work in cultivating will be rewarded with bountiful harvests for years to come.

Bill Duffy is an Account Executive at Mirage Advertising, an award-winning creative communications group specializing in graphic design, web design, video production and event staging.