I was faced with a challenge: Which subject line would I use in that first ShoeFitts email communication? I had two options—was I over thinking things?—and needed to choose a direction. This was a newsletter announcement letter being sent to thousands of people. Let’s face it: It’s easy to offer up the expected. Or, I could get courageous and step outside of my comfort level. Granted, the success of my bottom line wasn’t hinging on that initial contact, but I knew my words would determine the voice for all future communications and it would set the stage for my relationship with my valued newsletter readers. These were people that receive hundreds of emails a day regarding ERISA, fees, and fiduciary and retirement readiness. Certainly important words, but other people already had those covered. What are my words? The strategies I’ve developed, my creativity, and the words I’ve built around that are what I sell. Was I willing to walk my talk?
One of my passions is the art of fusing glass. I’m fascinated by the science of combining glass and heat to create beautiful patterns shaped into bowls and plates. (I love it so much that I have a studio in my garage.) When I was first learning this craft, I didn’t share my creations with others. Over time, as my confidence grew, I would display pieces on my desk. Colleagues and friends were impressed and expressed interest in purchasing them.