For example, my local hardware store. Yes, I am bombarded by advertisements by Home Depot, Menards, etc., but I overlook all of that and go to my local hardware store. Location was the first reason I went there…I needed something and they were close, but immediately I found helpful staff that greeted me and asked if they could help in any way. Next time, I went there not knowing exactly what was needed (plumbing issue). Again, I was greeted and several asked if they could help. The person near the plumbing department…I took his offer of help. Turns out he was/is a plumber – he told me exactly what I needed and what would have to do.

Based on this experience, I wouldn’t go anywhere else. I know people there. I trust their advice and expertise. This relationship and trust has cemented my status as devoted returning customer.

The same applies to where I get my hair cut, where I buy my food, etc. It is the relationships and trust that keep me coming back again and again.

On the flip side, I can think of several companies I would not do business with because I don’t trust them. There is a remodeler/reconstruction company I used to fix my roof when a tree limb fell on it that I will never use again. I trusted them and they betrayed the trust…tried to screw me over big-time. I let many people know about this breach of trust. I doubt I or any of the people I told would use them…no trust.

What I find funny is that so many companies hesitate to put a personal face to the business. They want to keep the company façade. My advice to businesses (especially small businesses) is to be personal. For we build relationships with and have trust for PEOPLE…not faceless companies.

This is a video skewed for new graduates in therapy…and high school graduates. This talks about the shortage of therapists in rehab and what tuition help there is. But first, it takes about people making a difference in other’s lives…helping them learn to dance, speak, walk, etc. again…making an impact. The video talks about their needs and locations – and that they are a “one stop shop for your career”.

The video is a little over 4 minutes long…and the message feels a little split (talking about new graduates in therapy and then talking about people preparing for a career in therapy). The message of this video could be a little more focused…one for therapist graduates and one more focused for high school graduates or those preparing for a career in therapy.

But all in all, a great video covering a “story”.

Of course, I can see some people who think the law of attraction stuff to be bunk would be turned off by her and perhaps not hire her, but there are plenty of people who are interested in this and may decide to hire her because she talks about it. In marketing, you can’t speak to everyone…you can’t make everyone happy. So it is best to target your ideal customers and speak to them (even if in doing so would turn off other potential customers). This is smart marketing because to appeal to everyone is to appeal to no one.

This kind of video gives them a huge edge over companies just pushing their job description. The best and brightest would be attracted. In the four months it has been published on YouTube, it has been viewed over 3,000 times. They wisely also show off their award…”BusinessWeek ranked Deloitte #1 on its 2009 list of Best Places to Launch a Career. Watch to see why our people agree.”

This is just another way to show off a product as mundane as a shoe. This video will likely appeal to millenials…considering the age of the host and the language used. Showing this kind of uniqueness and personality builds the company’s brand and image. Instead of a plain “vanilla” like the previous video (“just the fact mam”)…this one is fun.