2012: Be Unforgettable

It’s a brand-spanking new year.

So how about, instead of yet another resolution you’ll forget by the end of January, you make a plan to propel yourself into “unforgettable” territory.

2012 style.

As you consider your marketing and selling efforts this year, think: personalized experience, authenticity and a call to emotion.

Your clients (along with most everyone else on the planet) want to personalize their experience. It’s why the first thing we do when we buy a new gadget is to hunt down the perfect case for it. So, why not encourage your clients to create their preferred experience with you? Communicate in their style, on their terms. Give them options when you give advice—and collaborate to make them better still. Meet them in their comfort zone and they will sing your praises.

Authentic has become an oft-used buzz-word, but it’s truly core to creating meaningful experiences with your audiences—clients, prospects, readers, listeners. It’s a pretty simple concept. Don’t pretend to care about something you don’t and do show up and engage as a real person. That means your website and social media also—you don’t want to hide behind a company façade. Show them who you are.

Consultants (and especially transactional attorneys) resist the call to tug at emotions. What does emotion (feeling) have to do with the right answer for your client? Everything! Clients act—they buy, talk, share and refer—based on how we make them feel. Why do you think a baby polar bear video goes viral? So take a risk and make your audience feel something. You’ll deepen your existing relationships and entice new contacts into your orbit.

If you’re going to ramp up your selling and marketing in 2012, think: personalized experience, authenticity and a call to emotion. Make this your unforgettable year.


  • Important to find what mode of communication each client likes; some remain (somewhat) old school and prefer phone and printed out docs to emails, text and e-docs. Pushing an uncomfy mode of communications may lead to a mistake or worse. At the same time, seek to education clients about the benefits of tech.
    When a client may be in a crisis-like mode (especially a real one), useful to share how, where and when you can be reached.
    All make a difference.

  • Thanks for your thoughts Corey–good stuff. I like the idea of making clients comfortable while teaching them new ways to communicate that may help them outside of your relationship..

  • I agree with you Corey, it is important to communicate in a method that clients are comfortable with. I believe it is important to LISTEN to your client. Ask them what their concerns are and listen to the type of issues they consider their priorities. By truly listening to them you can identify their personality type. Once you identify a client’s personality, use these selling techniques to communicate to their specific needs.

    Thank you for your article, Rochelle!

  • This post is really helpful to me as I am starting my marketing efforts from scratch (rebranding my video production business) and want to start off right. I’ve always had the personalized experience approach, but the call to emotion has been a struggle for me and I am looking hard at my authenticity now.

  • Thanks for stopping by Philip. You do have an advantage since your work is visual story-telling which is all about emotion. Your clients’ stories can sell you/your work quite authentically…

  • Standing by my comments (but not the typo – educate, not education. Ick!).
    Very good concept to refresh one on, even a believer!

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