our insights

People are unique. We can all agree on that statement. Yet, when looking at marketing decisions, it seems the experts want to lump us into categories with the assumption that everyone occupying that category has the same patterns, desires, interests, and passions.

If you’ve ever looked at the sales process then you already know that people buy from people they know and trust. If you haven’t thought about it, now is a good time to consider what I call the “headwinds” in the sales process.

<p id="">Remember the old saying, “curiosity killed the cat”? &nbsp;Well, the <em>lack</em> of curiosity has done-in more than a few businesses and leadership teams. &nbsp;Strong questions make a big impact.</p>

<p id="">We get it. It’s a big commitment. You don’t want to invest all your time just to get hurt again. You want someone who listens and communicates, someone who supports your growth and grows with you, and most importantly, someone you can trust. </p>

Mister Starr was my 10th grade geometry teacher. I didn’t do so well in his class. I do, however, remember him clearly reminding our class to “check your work”.

Some of the best ideas are stolen (may I more politely say borrowed).&nbsp;</p><p id="">Over 30 years ago I was a TV sales manager who called on business and ad agencies in Michigan. One agency founder had a fun title on his card, and I remembered that. &nbsp;Fifteen years or so later, when I started my company, I decided I wanted to have some fun with our titles, as well. &nbsp;Internally we all know what we do, but externally, we like to poke a little fun at the formal titles and let our experience and sunny outlook shape the language that distinguishes us.

<p>So often in business a great deal of time is spent focusing on what we’re writing and that’s important. At the same time, it’s important to evaluate the appearance of what is written. Taking a closer look quietly makes a difference in the way copy is presented.</p>

<p id="">Recently I learned of a fellow business owner who wanted to start doing some advertising. &nbsp;His company had been busy for years, but recently his business had slowed down significantly. The phones weren’t ringing. The orders for work had stopped. &nbsp;Enter the “famine” phase of the feast-famine cycle in commerce.</p><p>‍</p>