The "A" Word

More and more in my marketing-goings-on-around-town, I'm drawn to and see the positive results of one word critically important to the success of any business (or any venture, for that matter). The word?

Authenticity.

The more a company tries to "fake it" in terms of over-blown marketing hype or "I-don't-care-enough-to-care" marketing materials (outdated web sites, poorly done brochures, etc.), the more difficult it will be for that company to thrive. So the next time you sit down and ponder your next marketing "thing", consider this question: What would we do where our true passion and sense of adventure and fun poured out onto the paper or screen? Passion, authenticity, and a sense of fun aren't just nice-to-haves anymore in the marketing world--they are ESSENTIALS.

Easter decorations, Dining Room, Sonoma Coast Villa & Spa

The Power of the Pen

As my clients know, I'm a huge proponent of professional, powerful images. While critical to catching attention and creating a mood, images only go so far, however. I'm an even bigger believer that "content is King." What you say, and how you say it, are vital to having a successful business. I call this focus on content/words "the power of the pen."

Here's another quick but powerful power-of-the-pen tip. When you're meeting with a prospective client or a customer, have a pen and paper and take notes. Why? This sends positive messages to the client that: (1) you care about what they have to say, and (2) you pay attention to details and won't trust your memory to remember every little item.

Try taking notes the next time you're with a client or prospect. In fact, make a big deal of it: take long notes, ask qualifying questions, confirm statements. The more you care about what your customers or prospects say, the more likely you'll be able to deliver a solution to meet their needs.