Partners in crime or brothers in arms?


“…and though they hurt me so badly, in fear and alarm…you have not abandoned me, my brothers in arms”

Dire Straits

As one year ends and another begins, I listen to and read the predictions of leading industry professionals in direct response marketing (the kind of marketers who have been around for over a decade, not the fluffy “gurus” of Facebook) for the new year.

Specifically, I look for upcoming trends in what they reveal.

Trends to guide me in my business in the new year.

An always good practice is to research some problems and shortages that your market is experiencing and come up with a unique solution and approach that you can incorporate into your business to stand out and differentiate yourself from your competition.

You know what happens to be the most scarce resource in companies today?


You see, in this modern business world where everything is cheap (or even free) and everyone seems to be an expert at something, loyalty is king.

How many times have you been the victim of infidelity by an employee or partner?

How many stories of sleazy scammers disguised as online consultants or experts?

I know I have.

It almost seems like honest businesses and business owners are nowhere to be found, and those who are honest and loyal are being eaten alive.

These thoughts always take me back to when I served in the Israeli army.

Back when I knew that no matter what – when shit hits the fan – my brothers in arms had my back.

Going to war never worried us – as long as we were together, we knew we would be fine.

The heroic stories of legendary Israeli army commanders who seemed to have victory in their veins always kept spirits high.

You can say we were just kids dreaming of glory and pride defending our country, but think of it this way –

What effect would that kind of morale have on your business?

That kind of “Brothers in Arms” spirit is what I always look for when working with my clients, or as I call them – partners.

In a world where freelancers are notoriously known for being mere mercenaries, jumping from client to client, trying to amass as many as they can without being loyal to any,

Loyalty will take you far and reverberate through your market like a deadly sniper shot in the dark.

How’s that for original branding?

Source by Shlomi Shraga

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