Just as negativism, discord and whining can bring the entire crew down, so, too, is optimism the viral quality of a leader. Don’t hesitate to be the “office optimist,” the first one to find the lemonade within the lemon and point out the silver lining around the dark cloud.

Following the example of someone who is doing it right or, at least, better than we are at the moment is a great starting point for brewing up our own success recipe. Grab at each opportunity to model the success of others, to be the team Pollyanna, the individual who is first to point out that glad can get you a lot further than sad. You just may find that you have created a tipping point.

Famed theatrical producer David Belasco said, “If you can’t write your idea on the back of a business card, you don’t have a clear idea.”

The above is pretty good advice only if you want people to read, understand and act upon your message.

Many, if not most, of your current and prospective consumers are rushed, impatient, distracted and confused – and those are the prime prospects, the ones most likely to be interested in what you are saying – or selling.

Remember:

• Those who are rushed want you to tell them quickly
• Those who are impatient are the same, only more so
• Those who are distracted need you to make you communication clear
• The confused mind tends to say “no!”

Famed theatrical producer David Belasco said, “If you can’t write your idea on the back of a business card, you don’t have a clear idea.”

And, in terms of contemporary communication, if your subject line on an e-mail isn’t very short, not only won’t you be able to fit it in, not only won’t it, therefore, make sense, but people aren’t likely to stick around to open the mail.

Write conversationally, just like you did when you were a kid on the playground, or even today when you are talking to a friend, family member or associate. Don’t use words and phrases in marketing communication you wouldn’t in normal conversation. Don’t try to impress or overwhelm with cleverness. In fact, don’t even try to whelm, at all . . . (just kidding!), folks.

Have a clear objective in mind when you set out to compose any message.

• Is the object to sell something? Then provide enough information to (at least give yourself a chance) to “close” the reader.
• Is your object to induce an inquiry? Than give at least enough information to take the recipient beyond pure curiosity and into the realm of their self-interest.
• Is your communication about an idea, an ideal, a notion, or even a crusade or movement for which you want to gain followers? Then, don’t be afraid to inspire, not with fancy, flowery language, but with clarity of purpose and a concise, functional delivery.

The lexicographers have given us a dictionary full of words with which to work. The impact of our message will be in direct proportion to how well those (hopefully few) words have been chosen from the many and how well they are arranged.

We start with a blank slate and a full mind. The best result will be achieved through a marriage of those two things in crafting a communication that produces a specific objective.

• Customer benefits you’ve overlooked
• A new technology and service being introduced
• A new market being explored or a new office opened
• Revised terms of sale
• Strategic alliances
• New ways of handling service or orders
• Changes in their client list
• Personnel comings and goings
• Literature and promotional activities

2. “My customers won’t know the difference.”

Your customers are specialized in (at least) one thing — BEING CUSTOMERS!

They are far more tuned in to your market and the offerings of your competitors than you may give them credit for (your competition never sleeps!)

3. “My product is vastly superior.”

Most entrepreneurs — particularly manufacturers — consider his or her product to be truly astounding.

If your product IS vastly superior, (can you) come up with a head-to-head demo?

KEY POINT! Don’t become so enthralled with the “excellence” of your product that you lose the customer’s perspective in the process.

4. “My people are special.”

Most companies feel this way. Unless you can qualify and quantify it, this claim will hold no water with most clients.

Don’t overestimate the impact of your people. How are they special? Do they have:

. . . MORE: awards, degrees, training, experience? (This is the service company’s equivalent of, “My product is vastly superior.”)

KEY POINT! If you claim to have superior employees, you’d better be prepared to back it up.

So, make a plan, but never fear to “break” a plan, replacing all or parts of it with something better.

Is business supposed to be fun? I’ve always thought, – it is if  you do it right. Why shouldn’t it be. At least one-third of our waking hours (not to mention our nightmares) are occupied with it. And how about the concept of working harder for less reward? Most would agree that’s better than having no work at all. Right?

So, let’s get on withihe quest. Most of us feel our ship, once again, will come in. In the meantime, we can pull ourselves up by the bootstraps, and draft our action plan for a brighter tomorrow. Entrepreneurship comes with no minimums, no maximums and no guarantees.

Are you in with that?

Over the past three-plus decades our marketing agency in Phoenix has had numerous opportunities to work with firms, usually younger companies or startups,  that have not previously worked with a marketing agency, advertising agency or public relations agency in Phoenix or anywhere else.

Sometimes their approach to our initial meetings takes on the tone, “be gentle, it’s our first time,” or at least it feels a little like that.

Certainly, a cautious approach makes sense at the outset of any kind of new relationship, business or otherwise, and the fact that there are lots of stories of some rather aggressive marketing, advertising and public relations firms out there makes such 

a wary attitude somewhat understandable.

That said, though there have been abuses, even cases of runaway budgeting, some even without taking the client’s circumstances or comprehension into account, a client/agency relationship has the best chance for success if it is built upon trust, openness from both sides and mutual respect. And, if the client has done their homework properly and thoroughly when going through the agency selection process, a feeling of comfort, satisfaction, even with a generous dash of optimistic anticipation would be more appropriate than anything even remotely approaching trepidation.

Frankly, sometimes this overly cautious attitude has been borne out of a unwillingness on the part of the new client to have sought the kind of professional marketing help it needed until the step was finally taken more out of desperation than anything else. But, fortunately, such cases are not the norm.

Here, then, are some guideposts for such relationships that we hope will be helpful in fostering healthy relationships between clients and their marketing agencies. Let’s call them .  .  .

A dozen tips for working with a marketing firm:

1.     Treat them as insiders; share pertinent information liberally.

2.     Always keep them “in the loop” on seemingly trivial as well as important decisions that may have an effect on sales and your marketing success.

3.     Acquaint them with your corporate culture and key management staff.

4.     When practical, introduce them to other key outsource vendors, such as their HR or CFO counterparts.

5.     Have your staff members and other outsource vendors submit to them for review all internal and external communications that could have a possible impact on your corporate image and sales.

6.     Meet or communicate with them regularly, not merely in last minute or emergency situations.

7.     Neither discard, nor accept their advice, suggestions, copy-writing points or strategic advice without first understanding the rationale involved.

8.     Respect their marketing expertise and heed the advice that results from it when doing so seems inherently warranted.

9.     Read every communication they create carefully before approving it.

10. Never approve suggestions with which you are not comfortable.

11. Maintain what amounts to a “partner relationship” conducive to the development of mutual trust, constructive dialog, creative and strategic two-way input, and a level of synergy that promotes effectiveness. 

12. Have an overall strategic plan, and amend it as may be required.