I’ve created paintings and drawings since I was old enough to open a tube of paint. Color and composition fascinate me. When a painting of mine brings joy to others — that’s the connection that keeps me painting.

A new horizon of possibility flew open when the Wizard Academy Wizards taught me to paint with words.

I learned words paint images in your mind. A portal of words play with your imagination. They capture your interest because you relate to the experience. You understand and feel compassion, connection, community.

Words draw a kaleidoscope of emotions we can almost touch, smell, hear and see. We relate to each other through words. Words makes connections. We gain understanding. We learn to care about each other. We believe. We remember.

Everyone’s experience in life is different. We learn from others when we listen to the words that tell their story.

Telling the story
of your business well
is crucial.

Well chosen words allow your customers to know you, feel good about you, and remember you. Honestly connecting with others in a powerful, memorable manner makes a tremendous difference.

Connections are important.

I’m talking about connections that can’t be done by a painting on the wall. These kind of connections use a different palette of power. The powerful palette of language.

Words paint with metaphors, similes, alliteration, personifications, assonance, consonance, interesting verbs and surprising wordifications that tweak interest.

Carefully chosen words draw the reader in by entertaining them. They make connections that are remembered like your first long bike ride without training wheels.

Words pack a lot of power. Super power. Power that can be used for good.

We’ve caught your customer’s attention. Connection made.

Now what?

Are the words appealing to them in a transactional manner — describing features and benefits and why they should buy right now? If so, your customers will come and go and that is all. Transactional offers are usually easily ‘borrowed’ by your competitors. They will see what is working for you and they will make a slightly better offer.

Instead, use words to build a relationship with your potential customers. This can not be used by your competitors because you are unique. Your customers will begin to know your business on a personal level. They will see similarities between their own values and your values. When this connection is made, you are building a friendship, a relationship with them. This is relational marketing.

Roy Williams says, “Relational ads speak to values and beliefs deep in your customer’s heart. Relational marketing is about meeting your customer’s needs today, tomorrow and forever.”

You won’t win everyone’s hearts. If we touch their emotions, some will love you and some will hate you. That’s the reality. In fact, one of the signs that we are on the right track is when you receive hate messages. Save them. They are proof that we’ve succeeded in reaching hearts.

You are going to need those reminders that we are on the right track. Relational marketing takes time. You won’t see results for awhile. Some quit right before they become a legend. It’s like the gold miner that gets discouraged and quits but the vein of gold is only inches away. Relational marketing takes time but hold steady. It’s worth the wait.

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