Fresh ideas, seasoned perspectives, and solid marketing strategies to keep you grounded and growing.
One of the earliest lessons marketers learn is to focus on benefits, rather than features. For example, Volvo focuses on safety, while Nordstrom focuses on service. Apple lives, breathes, and personifies uber-cool, techno-zen mobile devices. I could care less how Apple’s iPad works. But I do marvel that it delivers the world to me in a touch of my finger.
If you take the benefits-over-features mantra to the next level, you’ll arrive at where I think the marketing action really lives. That is, with the client’s “pain.”
Over and over again, I ask clients: “Why are your clients searching for your services? Why are they visiting your website? Why, in the old days, would they pick up the Yellow Pages?
If they’re looking for a tutor, their “pain” may be a child who is struggling in a class. If it’s for a family lawyer, their pain may be a failing marriage. Perhaps they are tired of the pain of not managing their finances well, and are serious about aligning with a trusted financial advisor.
It’s savvy strategy for service providers to speak to this pain first, and to their capabilities, second. But more often than not, I see companies lead with their process, systems, qualifications, and other factoids.
When you focus first on the clients’ issues, they sense that you care and understand. And who wouldn’t prefer to work with that kind of provider?
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