By Ellen Fruchtman, President
In a few days, Cupid’s arrow will be in full force. Valentine’s Day, with its long history, is the day we celebrate those we love. Which got me thinking. What do you love about your business or what you do for a living? Yes, all jobs and/or running a business can be frustrating and grueling at times. That’s why it’s called “work”. Otherwise, we would call it “fun”. On top of which, retail (and businesses associated with it) is not for the faint of heart. There are just some things that are out of our control. Like customers and consumer behavior. If you don’t love your business or what you do for a living, it ultimately shows. To your employees. To your family. To your customers. If you don’t love what you do, quite frankly, the best thing to do is get out of it. Sometimes we have to remind ourselves why we love the business we’re in. So, I’m making a list of my own and what I love about your business and mine.
Your business.
First and foremost, you’re in the business of love. You sell stuff that will put a smile on someone’s face. You’re in the business of fulfilling someone’s aspirations and dreams. Having spent many a year prior to handling marketing for this industry, we used to work with companies that were selling steel, roofing, or siding. Good grief, what’s so fun about that? Auto dealerships were big on our list. Know how many people dislike car salesmen? For good reason, mind you. Not only do they typically scream at you in their advertising, they all “have to talk to their managers” and suddenly the price drops. Is there any reason this industry has so much distrust around it? Is there any reason why companies like CARMAX are gaining marketing share? So remember how lucky you are to be in such a fun and loving business.
What you sell is simply beautiful. Perhaps some items aren’t as beautiful as others, and beauty does lie in the eye of the beholder, but again, what’s so beautiful about aluminum siding or roof shingles?
Almost every jewelry touchpoint is about something wonderful. Celebrating an anniversary, birthday, graduation, Mother’s Day, Father’s Day, or really for no specific reason at all other than I love it and I want to have it. What’s so wonderful about selling life insurance?
You’re also in a business that is steeped in tradition, built very often on handshakes and relationships that go deep from generation to generation. In a world with so much distrust, how nice is that?
Our business.
I love that I’ve been doing this for over 40 years and it’s always something different. Nothing is routine, and every day, we do something different.
I love change and the evolution of marketing and advertising. I started in this business when we were using press-type to make a print ad and there were only 3 major networks. What a difference just over four decades makes!
Because of the above, it keeps me young. Sure, it’s more complex and there are some things that boggle my mind compared to what used to be. But, compared to other 66-year-olds, I’m pretty tech-savvy. Except for our remote control. I will always have difficulty with that.
I love watching businesses grow that we’ve had our hand in. Imagine being part of something that has grown over 300%? Did we do it alone? Hell, no. But, we were certainly part of an integral team.
If you’re creative (and I think I am), what could be better than being in the marketing business? And then, I get the added bonus of working with businesses in the business of all things happy.
There’s much to love for the both of us. And in a world that needs so much more of it, you have to admit, it’s not a bad gig to have.
Love growing your business? Contact suits@fruchtman.com and we will lovingly pick up the phone to contact you.
