Building On-ramps To Those You Are Trying To Reach

Yesterday, I received an unexpected package from a client.

Oddly enough, it wasn’t a Christmas present. It was a goody box containing several rather costly print and multimedia assets. They were developed as part of a large-scale creative and strategic emphasis our group helped them produce over the past 2 years. We are genuinely thankful to have been a part.

The goodies were expensive to produce, but that’s not what caught my attention. What impressed me was the care that went into the package.

The package also contained a neatly written and carefully crafted personal message on a well designed custom card.

It was simple, yet a very nice touch.

It only took a few seconds to write, but I was appreciative—especially considering the intense schedule of the individual who wrote it.

Every day, you have the opportunity to touch the people you are trying to reach, the audience you are trying to cultivate and those you are privileged to lead. To be motivated enough to do so, you have to actually value the people on the receiving end and the emotional connection this creates with them.

So, be intentional and thoughtful about how you cultivate the relationships under your care. Identify and nurture personal connection points that build on-ramps into their hearts and minds.

That’s great branding.

What are some of the touch points in your ministry? Please post your thoughts and share how you cultivate relationships or how you think others should.



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