Just another

It's just an ad.

All they want is another brochure.

C'mon, lighten up, it's only an annual report.

The above are comments that could be heard at any marketing company as they have been asked by a client to perform some work.

Our challenge at LaBov Marketing Communications and Training is that we can't look at any assignment as "just another." If we do, we sabotage our future.

Think about it, if you had a disease and the doctor told you, "It's no big deal, it's just (fill in your most dreaded illness)." When it comes to our life or our health, we ARE the most important thing in the world.

Well, it's no different for our client. That ad or annual report is not just another one; it's the most important one...ever...until the next project comes in.

There is no "just another" and yes, whatever it is (a project or an illness)—it is a big deal.

Barry LaBov
LaBov Marketing Communications and Training
www.labov.com