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She had always wanted words, she loved them; grew up on them. Words gave her clarity, brought reason, shape

Michael Ondaatje, the English Patient

If they wrote that about me, I’d be pretty happy. I’ve been combining my love of learning with my love of words in recent times and have been back to school to develop my writing craft. What a wonderful way to use time when, if we’re honest, the great outdoors has been delivering less of the August promise than could be expected.

My love of words extends to reading too, and I was fascinated to read how Elizabeth I took care and crafted her speeches to make sure she used just the right words to convey her message in speeches. Even when you’re the monarch you have to get it right – and she was a woman in a man’s world which made it all the more important.  I think the skill is always in saying more with less.

There will never Queen sit in my seat with more zeal to my country, care to my subjects and that will sooner with willingness venture her life for your good and safety than myself…though you have had, and may have, many princes more mighty and wise sitting in this seat, yet you never had nor shall have, any that will be more careful and loving.

How’s that for a 16th century marketing message?

In our newly shaped Rekindle Academy, we’re blessed with having so many people and resources to draw on for advice and thoughts about how we craft our messages and use our words…whether it’s presenting, writing books, copy or straplines. Not only that, we have a wonderful atmosphere of learning and camaraderie at the Rekindle Academy meetings where ideas can be shared and tested and some honest feedback obtained.

I am so pleased and proud to see real business people learning with and from each other when we meet. This is the spirit I’ve wanted to create and foster in our meetings.

But we are a self-help group. No-one will tell you what to do in business.

One’s philosophy is not best expressed in words; it is expressed in the choices one makes… and the choices we make are ultimately our responsibility.

Eleanor Roosevelt

You have to work it out for yourself and make your own decisions. But you can make more informed decisions, and a more informed choice if you have had time to talk and listened to some other ideas and perspectives.

In business, we have a fleeting moment to be noticed by potential customers or clients – and the distractions and noise seem to be getting louder and more numerous in today’s business climate. We must choose our message carefully, craft it to suit our audience, and deliver it in a way that resonates with them. It won’t attract everyone and that’s not a bad thing. One writer said the purpose of marketing is to repel people you don’t want to work with. A mistake many businesses make it to try to please everyone and their message becomes blurred or generic.

Our next meeting is at the Royal Agricultural University on Friday 18th August from 1100 and I do hope you’ll invest some time in your own learning and the development of your business ideas by joining us. Chloe Cox will be helping us do some thinking about where are customers are on the buying ladder and getting us to do some thinking about how our messages and marketing help or hinder their purchase.

My best wishes for an inspiring week ahead – with some sunshine too, please.

Virginia