I have something kinda weird to share today.
Despite its weirdness, I hope you find it as helpful as I have.
Anyway, here goes:
As you may or may not know, I live in a little sea-side town in the Pacific Northwest.
And I’m extremely thankful for it.
I love the smell of salt water, the mild weather, the quiet, and all the other cool things about living here.
Frankly, I enjoy it so much, I kinda don’t like leaving town.
In fact, there are VERY few things (outside maybe a funeral) that motivate me to go anywhere these days. Including the two prestigious Internet marketing events I was invited to attend (as a guest) this year.
Maybe I’m crazy, but that’s just how it is right now.
However, there is one thing my town IS missing.
Something that’d make it dang near perfect:
A lighthouse.
I think lighthouses are just flat out cool.
They are literally beacons of light that guide ships safely to shore through hard times at sea — storms, thick fog and other dangerous conditions.
They make traveling safer for passing ships.
In some cases, they can even save lives.
All of which got me thinking recently.
Lighthouses are pretty rare in BUSINESS, too.
Let’s face it, there are a ton of bad businesses out there.
And a lot of lame, “just going through the motions” types.
But very few what I call “lighthouse businesses” — who act as beacons of light for their customers.
Who guide people through the maze of lies and chicanery of unethical marketers.
Who truly want to help people solve urgent problems in their lives — and are not just in it for the moolah.
I’m talking about businesses who cheerfully go the extra mile for their customers even when it’s inconvenient — not because they HAVE to… but because they WANT to.
In fact, here’s a prediction:
I predict it’s the lighthouse businesses — who truly have a MISSION, are in LOVE with their markets, and bend over BACKWARDS in their products, marketing and customer service — that make the most moolah in the coming months and years.
And will actually thrive MORE the worse things get.
Anyway, what about you?
Are you a LIGHTHOUSE in your market?
Are you a beacon of light people are DRAWN to?
Someone that sells quality products you use and truly BELIEVE in?
Someone so trusted, that people count on you to guide them through making the right decision when spending their hard-earned money?
Just something to think about.
It’s definitely something I’ll be thinking about more to stay grounded and on track.
Lighthouse businesses aren’t always the sexiest companies.
But they stick out like sore thumbs from everyone else.
Especially in tough times when skeptical customers abound.
Ben Settle
P.S. To be a lighthouse business also means marketing in ways that are both ethical AND profitable. Ads that bring value to peoples’ lives and don’t waste their time with nonsense. You can learn 122 ways to write ads like this in The Copywriting Grab Bag:
