It’s easy to push the maintenance part of communications work to the back burner. So many pressing things to do and so little time! You don’t keep the website quite as current as it could be. Sales has been doing fine without those backgrounders—surely they can wait a few more weeks? Ditto, refining the messaging for that new target market.

But weeks stretch into months, and soon you find that the back of the stove is so crowded you don’t know which pot to tend to first. (I’ll stop the metaphor there.) Or the competition makes a move and you find you’re not prepared to counter it. And since all the parts are connected (or should be), one small need sets off an avalanche and you’re faced with what feels like a gigantic project instead of an exciting challenge.

I see it with clients who tend to react rather than remain on the offensive. And I’m guilty of it myself. (Hence the inspiration for this post—it’s as much pep talk to self as advice.) It just doesn’t result in communications that are sustainable and well thought out. It becomes difficult to change course. And it costs you in lost opportunities.

But a little effort can go a long way. You can set aside a few hours a week (or every two) to keep your site current and make sure your collateral reflects your needs and changes in your market. Figure out if you can save time by outsourcing or delegating.

Before you know it you’ll be freed to pursue those opportunities you once had to pass up because you weren’t prepared to tackle them.

Or rather, I should say, I’ll be freed up. I feel better already!