A pathetic amateur who wasn’t taking his business seriously

Call the accounting department next time

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Story is the fundamental instrument of thought. The global currency of human contact. It’s a survival mechanism. A vehicle that carries us on our search for reality and satisfies the human need for narrative.

And so, you may as well create a better story to invite people into. You may as well establish a monopoly on a set of expectations that’s worth owning. Because as a business, everything you do it a story.

Even your paperwork. It’s more than some trivial, administrative task that has to be done once a week. It’s critical to your brand.

Take the client contract. This document speaks volumes about your work. If it’s too long and too detailed and has too many restrictions and clauses commensurate with the job you’re doing, clients might wonder about your trustworthiness. If it’s too casual and lacks thoughtfulness and doesn’t contain the necessary legal due diligence, clients might question your professionalism. Or, if there is no contact at all, clients might doubt your commitment to the project.

Years ago I facilitated several sales workshops with a large recruiting corporation. When the program was finally complete, the client approached me with a concerned look in his eyes.

Our accounting department never actually received your contract, but I guess it’s too late now. Anyway, here’s your check. Don’t let that happen again.

I was mortified. I felt ten inches tall. Like a pathetic amateur who wasn’t taking his business seriously.

A shameful reminder that we’re telling a story, whether we want to or not. The question is, what is the meaning the marketplace create for themselves in response to your story?

In every area of your business, even your paperwork, help your market understand the story they should be telling themselves about the work you’re doing for them.

What did the world say about you before you walked in the room?

For a copy of the list called, “46 Marketing Mistakes Your Company Is Probably Making,” send an email to me, and you win the list for free!

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Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Filmmaker. Inventor. Singer. Songwriter.

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Never the same speech twice. Customized for your audience. Impossible to walk away uninspired.

Now booking for 2016–2017.

Email to inquire about fees and availability. Watch clips of The Nametag Guy in action here!

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