Front Line Marketing
Sparks Fly! 
Your spark can make a connection and that can make all the difference 
In This Issue
Her name was Sarah
Great Relationships
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Welcome to this month's edition of Sparks Fly! from Front Line Marketing. Sparks Fly! is a monthly tip sheet on marketing and engagement.
We all have a divine spark, our own unique way of communicating. And our passion at Front Line Marketing lies in recognizing, refining and energizing your spark by teaching and coaching the science and psychology of engagement. 
Success exists in our ability to engage at the highest level. So regardless of your definition of success you will achieve it as a direct result of your ability to engage. When your companies spark, flies we want it to have the strongest opportunity to engage and ignite.
Like it or not, Sparks Fly!
Her name was Sarah and I met her one night in Paw Paw
A tale of connections
Traveling through Michigan last month, after driving for 10 hours, I was road weary and ended up stopping in Paw Paw, Michigan.  And although not really hungry, I wanted different scenery to clear my head, so asked at the hotel front desk for their recommendation on where to get a beer and a burger.
And that's how I met Sarah.
The guy at the front desk was animated and enthusiastic as he described Gallagher's, a family owned restaurant just up the street. He must have spent five minutes telling me about how friendly they were, how good the food was on a varied menu while trying to name all their gazillion brands of beer.
It was marketing at its best and its most effective. He met every objection I may have had with third party passion and enthusiasm. I'd just encountered a loyal advocate, a top of the ladder customer. 
I had no choice. Gallagher's was about to get a new transaction.
Comfortable? Yes. Homey? Yes. Friendly? Yes. Good food? Uh huh. A gazillion different beers? Not quite, but close.
It was Sarah the bartender though, that sealed the deal for Gallagher's. I listened, nursing a beer, as she repeatedly sought out people at the bar and the restaurant to ask how they were, then actively listened to their various tales of success or woe and nodded understanding and empathy as they reviewed recent decisions they were making or had made.
When she checked on me for the third time and again asked if I'd decided on what to eat, and I hadn't, she took matters in to her own hands and told me I'd like the such and such sandwich, grilled, with so and so sauce.
Again, I had no choice. I ordered. The sandwich was good. Sarah made sure of it. But it was still just a sandwich. Sarah made it taste great because she made that sandwich for me. And she came by lots to be sure that I really did like it, to reiterate its benefits and explain how others like to make it.
That was a great sandwich! Strange. I don't remember what it was really, but I do remember Gallagher's in Paw Paw Michigan. And  I remember Sarah. I'll stop there again. And now, I bet if you're ever in Paw Paw, you will too.
I want great
relationships. I enjoy nice, friendly, clever, enthusiastic people. They are stimulating to me.  They stimulate me to be nicer, friendlier, more clever and more enthusiastic. I like that. And it seems that the more I enjoy people, the more people I enjoy come into my experience.
"What you put out into the world comes back to you. Why not send out great, big sparks? That'd be fun."
"For myself I am an optimist - it does not seem to be much use being anything else."
Winston Churchill
"No pessimist ever discovered the secrets of the stars, or sailed to an uncharted land or opened a new heaven to the human spirit."
Helen Keller 
To all our clients and friends in the printing industry...
Front Line Marketing is proud to be leading three different coaching seminars at the upcoming PSDA Conference and Expo in Baltimore, Qctober 24 and 25; Building Your Brand Identity, and Advertising Beyond Traditional Media on Friday and Enhancing Your Customer Service Skills on Saturday.
They'll be fun, interactive and informative. Please be sure to schedule us in.
Front Line Marketing is a proud member of PSDA