More than once, I was part of one. I recall a local printer who was using another printer’s work to promote their own business. How did I know? I designed it! They simply trimmed the name of the original printer off the bottom and started handing them out as their own.
Some people will do anything to gain your business. Instead of focusing on their strengths (“Tastes great!”), they’ll tell you whatever you want to hear (“Looks great, and is good for you, too!”). And then worry about delivering the goods only after winning your business.
Sure, when you go to the local fast food joint, you know that what you see on the menu isn’t really what you’re getting. Perhaps, we’ve become accustomed to being misled to the point where it’s no longer misleading.
Shouldn’t we hold ourselves to a higher standard?
Remember, you can’t be all things to all people. Focus on what you do best and surround yourself with trusted experts to fill the gaps.
Get to know your customers on a more personal level and understand what’s behind their buying decisions. Make them feel special and important. Engage them while listening between the lines about their needs and concerns. You’re not just providing a product or service; you’re providing a unique and positive experience that will distinguish you from your competitors and lead to more referrals.
Networking is not just about making connections and creating awareness of your business. It’s also about forming an alliance of credible professionals to help you fill organizational gaps and be able to confidently refer others.
Jeff Brown proved that success is found when you engage your audience, make them part of the experience and deliver on your promise. Whether your business is in a highly competitive or under-served market, the lessons he learned are the same.
Remember, nobody can be right all the time. And, that applies to every one of us. After all, if we were always right, we’d never need anyone’s help, would we? When we accept that fact, we take a huge step toward bettering ourselves and our businesses.
Francis Bacon once wrote, “A Prudent Question is One-half of Wisdom.” Knowledge comes from inquisitiveness and the willingness to accept your own lack of it. We don’t pretend to know everything. So, excuse us while we throw a few inquiries your way.
Delivering effective creative communications is not just about cool pictures and clever headlines. A strategic relationship is critical to the success of any creative effort. And that requires a relationship of proximity.