Marketing for 2013: Two Ideas to Keep Your Beacon Shining Brightly


Two colleagues of mine called me this week with exciting messages for the New Year. I want to share both of them with you to help you remember how to keep the beacon on your business shining brightly.

Remembering What a Difference You Make

The first caller, Diane McMillan, of Creative Solutions Florida, ( is the owner of a company that “works with corporate, healthcare, and community organizations to create a culture of well-being.” We talked about the need for business owners and professionals to consider these comments from Ralph Waldo Emerson, an American writer.

He said: “When you do a thing, do it with all your might.  Put your whole soul into it.  Stamp it with your personality.  Be active, be energetic, be enthusiastic and faithful and you will accomplish your objective.”

And, most of important of all, remember what a difference you make each day for others in your life.  What is the gift you bring every day to your clients, as well as your family and your friends?  Diane told me the story of the “Sand Dollar – Making a Difference.”  This is how the story goes:

“An old man was strolling along a beach one day. In the distance he saw a young boy and girl reach down, pick something up and throw it back into the sea. Drawing nearer, he saw that the sand was littered with thousands of small stranded sand dollars. The children were patiently picking them up, one at a time, and returning them to safety below the water.

‘What are you doing?’ he asked. ‘Saving sand dollars,’ replied the children as they continued about the job at hand. The old man, somewhat jaded by age, thought the children’s actions were futile.

‘ But the beach is littered with dying sand dollars. What possible difference can you make by doing this?’

The young girl bent over, picked up another, and threw it with all her might. With a plop the sand dollar sank safely below the water. Then, turning to the old man, she said with all the wisdom of a child:

‘I made a difference for that one.'”

Diane reminded me that we all have special gifts, special talents, and special services. What’s key is to know what they are, and remember that people are always seeking your special gifts, and talents.

See THE STORY OF THE SAND DOLLAR for more details. The story is based on the “Star Thrower” by Loren Eiseley.

Think of Marketing as Shining

The second caller, Elizabeth (Bette) Frick, of The Text Doctor, ( is the owner of a company that helps people become better writers.  Here’s what she shared with me from her friend, and colleague, Rosie Senjem of Intuitive Plan, Rosie’s  thoughts just bowled me over.

Think of it as SHINING.  Marketing is such a funny word. What you are really doing is letting your light shine in some places that might be dark.  You are a beacon of hope for people who need you. No customer conversion is necessary.  You need only to attract those who are already longing for you.”

Bette says we need to be a beacon when we market for our business. Bette and Rosie’s message builds on what Diane told me.

I suggest you take these great ideas from the 3 talented women, and put them together. Take your special gifts, talents, and services, and become the beacon of hope for your clients.  When you market this year . . .

  • Writing your website content
  • Preparing your social media statements
  • Working on your press releases
  • Sharing your case studies
  • Presenting your blog posts
  • Giving presentations about your business
  • Networking in your community
  • Sharing your “secret sauce”

remember that you do make a difference, and all you need to do is find just the right people who are looking for your beacon of hope, whose lives and businesses you can improve with your unique talents.  Share the emotions of what people say you have done for them, and let the world know that you have made a difference for others, and you can do that for your new customers, too!

Write from your heart. Write about your talents, knowing that the right clients are just around the corner!

Thank you, Diane and Bette, for your inspiration and your talents.

Wishing everyone a New Year filled with good health, happiness, and peace!


If you would like someone to help you shine your beacon of light, I’d be delighted to speak with you!


Photo 1 courtesy of: The Future Buzz.

Photo 2 courtesy of:  STORY OF THE SAND DOLLAR

This entry was posted in Branding, Business Writing Tips, Clients, Content Marketing, Customer Relationships, Personal stories, Reaching Prospects and tagged , , , , , , , , , . Bookmark the permalink. Post a comment or leave a trackback: Trackback URL.


  1. Posted December 24, 2012 at 2:21 pm | Permalink

    Lesley –
    Thanks for this message of hope and encouragement. I admit, for me, it’s easy to take self-criticism too far sometimes and get discouraged when a marketing effort doesn’t pan out. Making a difference is what it’s all about — great reminder to write from the heart. That is a good mantra for 2013!

    • Lesley Peters
      Posted December 24, 2012 at 7:21 pm | Permalink


      Thanks so much for your honesty about self-criticism. I, too, suffer greatly, and get discouraged. However, I think we all need to keep in mind what Bette said . . . that the right customer is waiting quietly in the wings for us to help them.

      Happy Holidays and Bright Blessings to you!


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