CAUTION: The following post will be considered self-serving to some readers. Consider yourself warned.

As a naming and identity company that uses word of mouth techniques, we do a lot of preaching on this blog (and to our clients) about how you should Fascinate, Inspire, Reward and Engage everyone who comes into contact with you.

But if we talk it, then we have to walk it - or we have no credibility.

Having said that, we get a lot of start-ups coming to us for identity needs. And I love the start-ups. Those entrepreneurs are wide-eyed and full of raw enthusiasm. They have a vision and it’s so great to be able to help them make it happen. But even if we end up not working together for one reason or another, we want to be a source of inspiration for them.

A case in point showed up in my inbox on Monday. It read:

I just did a quick Google search on product branding and your website came up. I was only searching for articles and not a firm, but I was so taken in by your site, that I had to study every inch of it. How entertaining, clever and inspiring you all are!

I am in the beginning stages of forming a business selling my own handcrafted candles, soaps, toiletries and gift baskets and while I’m not in the ‘big leagues’ where I can use a company such as yours, I am compelled to let you know that I think your site is way cool!

O.K. enough of my rambling, go use your time and talents wisely and don’t waste it on my email.

Thanks for the inspiration and entertainment!

Beth

Every email we receive is always answered and always personal. But when we get emails like this one, it’s often forwarded on to the entire company. And a Lovefest ensues. In this particular case, everyone was simply asked, if they felt compelled, to take two minutes and respond to Beth in their own way. Here’s the email I received the next day from her:

Hi Spike,

Thanks so much for the good Brains on Fire karma…I feel it…I appreciate it!

How cool that you shared my email, I must tell you that I was completely blown away when I opened up my checked my inbox and found a slew of very kind and thoughtful emails from you and your associates! That in itself was completely inspiring, engaging and thought provoking! So now I know, not only is your company amazingly creative, talented, entertaining and fun…you’re really nice people too!

I think I have now become a Brains on Fire groupie and the official Brains on Fire fan club representative in Orlando, Florida. I checked out the blog a bit and was very interested. I love to eat breakfast with my family here www.firstwatch.com. Just thought I’d share, too.

As you pointed out, it’s so cool to meet kindred spirits. Thanks for making my week! I will be thanking the others who wrote me as well. So cool. Thanks again!

Beth

Now I’m not posting all this to get pats on the back for Brains on Fire. I’m doing it for two reasons:

1. There are a lot of companies out there giving great advice. But potential customers are beginning to dig deeper and ask questions that will reveal to them whether you walk your talk or not. Anyone can read a great book and then spew forth the contents. But only those that practice what they preach truly know the lay of the land (and where the landmines are).
2. Delight your customers and kindred spirits. We end up not working with the majority of start-ups that contact us, but that doesn’t mean we don’t ever want to talk to them again. These are individuals that feel a kinship to Brains on Fire and so we don’t want to say, “No thanks.” We want to embrace them. Among other things, when you put good karma out there, it will come back to you ten-fold.

This entry was posted on Wednesday, August 24th, 2005 at 10:00 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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