Quick Summary
Learning a language takes immersion, not just 30 minutes on an app. In business, we see that same principle drive our most successful client projects. It isn’t the biggest budget or the fanciest website that generates steady inquiries—it’s deep, clear positioning. From specialized daycare contractors to custom modern architects, the firms that thrive immerse their entire business in their niche. This post explores why true positioning makes every marketing effort easier, shifting your brand from speaking to everyone to becoming the undeniable expert in your space.
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The residents in Mirasol will find a small flower arrangement on their doorstep this week.
Piper Gonzalez sent it.
She does this whenever she starts a renovation project in a new neighbourhood.
Along with the flowers is a handwritten note:
“Hi! We hope we don’t bother you while we renovate your neighbour’s house. If we do, just give us a call.”
Gasp!
This marketing campaign is not efficient, scalable or automated. How dare she in today’s AI-centric world?!pert you want to be known for.
Yet, That’s The Point
The response to the flower arrangements has always been positive. Over time, Piper has become well known in certain communities, and that recognition has paid off.
Why? Because it’s personal.
AI has made it easier than ever for designers, architects and construction companies to market themselves. It can write your blog posts, social captions and newsletters. You can publish more and faster than ever before.
And when that isn’t enough, there are endless “marketing hacks” promising to help you stand out.
But when everyone uses the same tools and tricks, they become less effective.
When Piper does something manual, personal and a little inefficient, that’s exactly what makes her memorable.
What Are We Actually Trying to Do?
As a professional services firm, the goal of marketing isn’t to run a 2-for-1 sale or Black Friday promotion. You’re not trying to sell a $20 service to 200 customers a day.
Your goal is to become familiar to the right people and build relationships with them over time.
Somewhere along the way, marketing started to feel more like getting views than connecting with the right people.
The Balance Between Being Memorable and Efficient
I’m not saying don’t use AI. I use it every day, and we have to adapt our businesses to keep up with technology.
But adapting doesn’t mean jumping on every tech trend or marketing hack.
It means learning to discern when to use technology—and when keeping it old-school is the better choice.
For Piper, AI could help research neighbours’ names, draft the note, or generate a QR code linking to her website. Technology can make the campaign more efficient. But hand-delivering those flowers is what makes it memorable.
Because when everyone can produce more, faster, the real advantage may actually come from doing something slower, harder, and more personal.
See you next next Thursday.
Tchau,
Daniela
