I will use this month’s Marketing Morsel to share a phrase that I carry in my wallet. It is a quote from one of my lifetime heroes, the late Pope John XXIII. An older guy who was named a “temporary” Pope because of his age, he managed to turn the church on its ear during his time as Pope. A remarkable and humble man he was! Here is the quote - “Consult not your fears, but your hopes and dreams. Think not about your frustrations, but about your unfilled potential. Concern yourself not about what you tried and failed in, but what is still possible to do”.

My take: The quote keeps me in a positive frame of mind. At my advanced age, I can tell myself that, despite many years as a working professional, my best work may still be ahead of me.

Of course, you can’t just wish this. It takes work and dedication to an ever-changing craft. Experience is an invaluable tool. But avoid resting on your laurels. There is always a better way to do what you do. Finding your “unfulfilled potential” is a challenge that requires effort. It is more than worth the try.

My advice this time is to stay aware of your surroundings, look at your assignments from the receiver's perspective, solve the other guy’s problem, and express it in a way that connects you to your client as trusted allies.

Sprinkle your message with emotion. A rationale with just facts and figures may be necessary to make a point, but without an emotional connection, you are missing the boat.

View previous monthly morsels on our Free Marketing Advice page.