November 15. Tuesday Night.

Hi Journey.

Today Joni really nailed it. She claims she's not a marketer, but at heart I know she is.

A newsletter.

The thread of the idea started out easily enough for her. She was re-tallying up the WriteBack postcard survey results. (Don't ask me why people like Joni are such sticklers for details, Journey). She found a mistake. Looks like our 93% of our clients have kids, instead of 91%.

Go figure.

Anyway, Joni was re-tabbing the results and puzzling over a statistic I've always glossed right over: 65% of our clients read a magazine or a book or a website on home decorating.

And Joni did a final calculation: 0% are reading a Crystal Designs article on decorating, even though 100% of these people have opened their pocketbooks for CD services.

Because we have 0% content for them to read.

Yes, we've got a website. Functional brochure-ware. It's appealing to the eye, with clipped staff bios. It even has a downloadable PDF self-score I dreamed up years ago to help evaluate if it's time to bring in a professional.

We haven't updated it since we added the bios on Vivian and Dana back in January.

So, Joni put two and two together and realized we could easily create our own content

Inspiration. That's what it is, pure inspiration. First cousin to intuition. Can't bottle it; can't can it. Can't dial it up whenever you want.

I don't know how it works, but I'm elated our Joni had her inspiration. I'm banking this one'll rank up there with her idea to start the Snapshot Sessions.

Of course, staff will ask a hundred questions once Joni intros this at the next Bloom Team meeting. We'll let them ask; but there is no way I'll let this great idea die a death-by-detail. I will push this one through, and paint-peddling be damned.

Decent run tonight. Getting colder, though. Winter will be here way too soon!

Goodnight Journey.

Read November 13th entry.

Read November 17th entry.