Building Your Impressions: Cackling to Build Impressions and Grow Your Business-Part Five

In business, if you don't toot your own horn, who will?

hen_275There’s a little anonymous poem that I use from time to time to help illustrate the importance and value of advertising to boost brand awareness, increase sales, and grow a business. It goes like this:

The codfish lays ten thousand eggs. The homely hen lays one.

The codfish never cackles to tell what she’s done.

And so we scorn the codfish, while the humble hen we prize.

Which only goes to show and prove that indeed it pays to advertise!

You want to build impressions better than your competition? Then build the right kinds of impressions. Have a plan that includes branding and advertising, or cackling. Here are some ideas that come from my experience. Perhaps they will inspire some ideas for your cackling and for your business.


Communication builds impressions. How you communicate, what you communicate, where you communicate, to whom you communicate-all these must be considered when you cackle and bring attention to your business. I’m a firm advocate of communication in all its forms. In our twenty five years in the signs and graphics business, we’ve been on TV, on radio, in printed ads and submitted stories to the local papers. We developed a blog, a quarterly news letter, email campaigns and published books. As you see, I still write articles, too.


Sometimes, and its nice when it happens, you or your business get recognized or receive a well deserved award of some kind. But most of the time, from at least my experience, the time silently flies right by and takes any sort of award with it. Years of hard work can go unnoticed. That might be acceptable for the codfish, but not for the homely hen. She creates a reason to make herself prized. She takes matters into her own hands (if she had them).

I’ve learned from her. Our company has received several awards over the years that have come about because we took initiative to nominate ourselves or allowed us to become involved in something meaningful that resulted in recognition. I once wrote our success story to find it selected as a company of the year where I was able to take our staff to a nice dinner and stand on a stage as the sponsoring entity told our story and gave us an award.

The award then becomes marketing and advertising.


To read Part One, click HERE

To read Part Two, click HERE

To read Part Three, click HERE

To read Part Four, click HERE

Scott Franko

Scott Franko

Scott Franko

Scott Franko owned Franko Design Concepts and Consulting. He formerly owned and operated a multi-division sign, graphics and custom fabrication business.

View all articles by Scott Franko  

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