Recently I joined our local fitness center. So far, I’m just working the treadmill since I sit so much in my line of work.

It’s become my “idea percolator” time.

See, as I’m walking on the treadmill, I catch up on all my marketing podcasts and occasionally listen to an audio book.

I also place a little Moleskine notebook in the treadmill’s tray because often, the podcast or book will generate a fresh idea I’ll use with a client or with my own projects.

My most recent audio book:  Use What You’ve Got, And Other Business Lessons I Learned From My Mom by Barbara Corcoran.

Barbara is one of the “sharks” on the TV show, “Shark Tank.”  And she’s very smart.

She went from being a New York City diner waitress to showing apartments in a  business she started with her boyfriend.  She left the boyfriend (after he told her he was going to marry their secretary) and started her own real estate company, The Corcoran Group.

That was in 1973.

In 2001, Corcoran sold her business for $66 million.

There are a lot of great lessons Barbara talks about in her book but one that stands out is when she got her first commission check.

The princely sum was $340. That was quite a check in 1973. Today it would be worth $1821.28.

She was trying to figure out what to do with the money. She decided to splurge on a really nice coat.  And not just any coat, either. One from the most exclusive  department stores in the city,  Bergdorf Goodman.

It was a glorious coat, a bright red that instantly made Barbara feel powerful and confident.

She knew she then had to meet the expectations that the coat so blatantly advertised.

Because perception creates reality. 

When you look rich and successful, people will treat you as if you’re rich and successful.

This is smart marketing.  It’s not just about copy, but what you’re presenting to your potential buyers.

You’re capable. Smart.

Helpful. Discerning.  Resourceful.

You want to take your clients to the next level.

What are you doing to communicate that message to the world?  What is your “red coat?”

If you need help finding one, just let me know. 

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