Fresh ideas, seasoned perspectives, and solid marketing strategies to keep you grounded and growing.
In Gone With the Wind, Scarlett O’Hara’s frequent refrain was, “I can’t think about that now. I’ll go crazy if I do. I’ll think about that later.”
Georgia in the 1860s is a world away from today’s frenetic business environment. Yet Scarlett’s words ring truer than ever for modern, harried consumers.
We “can’t think about that now” for dozens of reasons. General overload tops the list. The messages that are most relevant to our immediate needs and circumstances will break through.
Amazon was among the first to train us to expect personalization. For example, not long after we order a jazz collection or gardening book, Amazon notifies us of new releases on similar topics. They do it infrequently and soft-sell enough, that most of us don’t mind the intrusion. In fact, we sort of like it.
So in a relatively short time period, we have come to expect personalization. Now we’re hurtling toward the next level of consumer expectation: relevancy.
As our expectation for customization grows, it’s not about what we bought yesterday. It’s about what are we buying today. Now. This minute.
The savvy service provider recognizes what the client is buying in the moment.
On April 14, we’re not buying tax planning. We’re buying a tax return. When we’re in the final stages of financing a home or business, we’re not in the market for short-term CD’s. We want our loan to fund. Now that we’ve finally committed to updating our trust, we can’t focus on re-allocating our investments or buying annuities.
Relevancy is understanding our clients’ “pain du jour” and addressing only that. This is not to say we ignore other needs they have, for later. It’s about answering their immediate need, with no strings attached. Tomorrow is another day. For today, let’s be so relevant, we can’t help but win their loyalty and affection.
Communication begins here.
321 Tenth Avenue, Ste. 1107 San Diego, CA 92101
I brought Leah on board to help my business grow to the next level. With her brilliant marketing techniques and drive, Leah has helped me transform my business into a thriving 1031 Exchange firm and allowed me to focus more on my clients. Leah has been instrumental in my PR, branding and marketing initiatives and I have come to depend on her extraordinary marketing contributions. She is a delight to work with and her tenacity is extremely motivating.
Bill Exeter, President and CEO
Swearingen Communications provided us with both solid marketing strategies and creative ideas and implementation. This spanned our branding, website, and more. Leah Swearingen helped us think differently and see our company from a client’s perspective. We thoroughly enjoyed our professional relationship with her and highly recommend her services.
Jack Shirley, CPA, CGMA, Friedman Brannen LLP
You are the epitome of professionalism, and your work is of the highest quality.
Patricia J. Lane, Director of Administrative Services, DENTONS, Past President, Association of Legal Administrators
One of the best marketing people I know is Leah Swearingen, of Swearingen Communications. She shines when it comes to professional services firms. I personally have seen the work that she has done on behalf of a wealth management firm and a law practice. Great stuff.
James E. Tenuto, CEO, Renaissance Executive Forums
I retained Leah in my role as Executive Director of a prominent San Diego law firm. Leah successfully led the firm in developing a firm-wide marketing culture, marketing plan, and guiding our attorneys. When I launched my own company, Leah was instrumental in helping me create my brand, communicate my services, and develop marketing collateral. My company continues to benefit from her outstanding work.
Nancy Thornton, Founder, Foster Thornton LLC
You make a huge difference in the way our company is perceived in the marketplace. From your good ideas to your execution and follow through, it is fortuitous to have you on board. We have great things to say about you and don't mind shouting them from the rooftops.
Craig Brown, President, Rancho Financial Mortgage