 Image: Unsplash 2020 may have taught us a thing or two about best laid plans… But this year, we're setting resolutions that are invaluable for your marketing strategy and, better yet, easy to keep!
Set Your Intentions Before you start, take some time to think. This is the essential first step. Consider your brand's mission, purpose and whom you serve. Set a clear definition for each of these and use this as a basis for your strategy. Your future business self will thank you.
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 Win or Learn: The Naked Truth about Turning Every Rejection Into Your Ultimate Success by Harlan CohenMy rating: 5 of 5 stars This is a quick read and a great one to get the year started on with a positive outlook. Some of my favorite pages are where the author addresses giving yourself permission to create, change or experience meaning in life, the fact that change is uncomfortable, and of course, the universal rejection truth, which, the earlier we can all wrap our minds around, will serve us well. Most importantly, asking for help isn't a sign of weakness but one of strength. Five concise chapters to take you through the process and some questions and exercises at the end of which - recommend the exercises and the book. I believe the author mostly writes with the student population/college crowd in mind but this one's great for an older audience just as well. View all my reviews  Image: Unsplash In January, we typically look back over the previous 12 months and contemplate what we intend to do differently in the upcoming year. (Curiously, these resolutions are often the same ones we made and abandoned the year before!). With 2020 behind us—and none too soon, you’ll probably agree—Steve Cook hopes you’ll take a different approach this year. Rather than adding to your already jam-packed to-do list, look for what you’ve been doing that isn’t serving you well. Then quit doing it.
 Attended an event in January hosted somewhere in downtown Los Angeles, promoting the Tokyo Olympics that was still in the works at the time. (Images:Ruksana Hussain) My annual reviews are personal, but I do take stock of where I am in all aspects and where I want to be, recognizing the journey this has been and planning steps to take it to the next level. It took me a few years into adulthood to understand that this process, the expectations and the outcomes, as well as the sentiments attached to it all are going to be different for everyone, and even for me at different stages in my life. The past year sure put everyone through the wringer, and I was no different. Overall I think I fared quite well, without any major threats to professional or personal wellness, and plenty to do on both fronts to keep me occupied. My prime concern was not being close to my family in India through it all and worrying how I'd get there should anyone fall ill so I am glad they've been in good health through the whole year. Here are my observations and takeaways...
 (Images:Ruksana Hussain) I've always enjoyed reading and was a voracious reader all through my teen and young adult life but somewhere along the way, work-life balance took a beating and reading just ended up being something I only did for work as I worked with words all the times. After typing away all day writing stories, editing text or interacting with the written word in some way, reading at the end of the day simply didn't;t seem like an option anymore. I tried shifting that to the morning and keeping aside an hour a day for some reading for pleasure but that ould quickly be taken over by the day's new or other updated. This year I've made a conscious decision to read more. I enjoyed it and have missed it so I've chosen to do something I used to love and hope it will give me the same joy it used to.
 Image: Unsplash When you own a niche or local business, you serve a specific demographic or group. This group may be the residents of your area, or it may be someone looking for expertise on a very narrow topic. Therefore, broad PR strategies are not as helpful as more targeted approaches. Here’s a brief guide to help you attract, dazzle and maintain the new customers you need to succeed.
 Image: Unsplash In marketing the only way to stand out is to be memorable, and the key to doing that is to make it both intentional and emotional. Your message needs to be true to whatever product or service you’re offering. It should to be clear and empathetic. Ultimately, your marketing must satisfy enough purchase-decision needs to enable the customer to take the next step. But to lodge in people's hearts and minds you needs to hit four crucial points:
 Image: Unsplash Thanksgiving might look a little different for your employees this year. They may not be doing much traveling due to COVID-19, and their family gatherings are likely to be small, quiet affairs. But Deb Boelkes, author of Heartfelt Leadership: How to Capture the Top Spot and Keep on Soaring, says leaders can make Turkey Day special by giving workers the heartfelt “thank-you” they deserve and need right now.
 Image: Unsplash When growing your brand and managing your business, there is no more important or powerful tool than your own website. This is the #1 tool you and your business fully control and should be the spot to start any successful public relations and marketing campaign. This invaluable weapon in your public relations arsenal can boost your visibility and reach, and a great website strategy can spell financial success for you and your business. If you are wondering where to begin, read on!
 Image: Unsplash The world is changing rapidly, and once-loved “legacy” brands are falling out of favor. The reason is painfully simple. At one time these brands exceeded customers’ needs and stood for something they cared about. (That’s how you earn love.) But today’s customers are different. Very different. The vast majority are living a lifestyle that has digital at the center…and many companies haven’t transformed to meet them there.
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