A Meeting of Microexpressions

Wayne's World

“I’m not here for the radio ad or the brochure. I’m here to build your brand to what I believe it can be!”

A barely perceptible twitch caught the corner of his mouth and curled it up for the briefest of moments. It’s called a microexpression and (mostly) all people demonstrate them.

What it told me was that this guy takes the name of his business to heart. And he should. After all, it’s his livelihood. And while this may not seem like anything special to some, to me it makes all the difference.

“Oh, he’s just so passionate!”

Ever heard that said about someone? What it basically describes is someone who puts their whole heart into what they do and who they are. It also describes a characteristic I look for in potential clients.

ON BEING BOLD

I’m a dreamer. When I was a kid my parents called it “Wayne’s World” – that magical place I would disappear to where I could recreate reality as I pleased. I ended up never leaving Wayne’s World. Instead, I chose to rather find people who were interested in joining my dreams. Nothing’s changed.

When deciding on a client to invest significant time and energy into, it makes sense to do so with one who shares the same passion and ideals as yourself. To overlook this most basic of requirements is to whore yourself for a date neither of you is truly interested in; the fruits of which are often unsatisfying and riddled with worms.

If I’m going to do great things – or any of us, for that matter -, then I need clients who not only believe in what I do, but who also believe in my passion for their brand. The simple fact is that the work I do for them carries my name on it. Literally. And I take this point seriously. It’s in my best interest to supply them with the best work I possibly can, which can only happen with complete faith and trust.

I spoke about his brand like a dreamer and it made him happy.

Wayne's World
Party time! Brand excellence!

It really did! I watched him light up as I explained how social media could be used to engage his audience and keep his profile current. We all want to believe in something better. I think a lot of times life just makes us jaded to the thought something better exists. But he saw what I felt. I told him I care about his brand first and foremost and that, I believe, is what any good business owner wants to hear. Especially when it’s the truth. And he knew what it meant in the bigger picture.

I wasn’t selling a 30-second radio slot or a three-page brochure. I was selling an idea: The idea that his brand is the most important thing in the world of his business. And it deserves originality, integrity and love.

I don’t know if I’ll ever hear from him again. I’ll make my follow-up call, but there’s only so much one can do. I’m not looking to strong-arm anyone into anything. If a client is willing to pay me for the services I offer, I hope they do so because they believe both in me as an artist and business leader, as well believe in my passion for them, the valued clients I humbly serve.

Only time will tell if we’ll work together professionally, but the way he appreciated what I had to say about his beloved brand made me happy at the thought of working with him at all.

Happy Monday!