As a marketing consultant, I was invited to be a faculty member of the Business Success Institute, a fledgling creation of the Greater Phoenix Chamber of Commerce, through which business owners and managers are brought together for lectures and workshops on finance, human resources, sales and marketing.

Being active in Arizona marketing, I was gratified to see how The Institute gained a lot of momentum due to a format that brought people together to listen to speakers and discuss subjects of mutual vital interest. Presenters, as well as attendees, were energized by carefully planned agendas as well as impromptu discussions.

Marketing in Arizona has become sophisticated in direct proportion to the growth in business opportunities across a wide spectrum. At a recent session of the Institute headed by yours truly, there was much interest in a document compiled by Adam Urbanski that I shared with the group. As a longstanding practitioner of Phoenix Public relations, I found the group to be particularly interested in the PR aspects it introduces. It is reproduced below, with my best wishes to other people involved in Arizona advertising and related disciplines.

15 Irrefutable Marketing Proficiencies

1. PASSION

I'm passionate about why I'm in business. What I do impacts who and what I care about. Performing my regular work activities gives me joy, re-energizes me and is my way of contributing to the world.

2. VISION

I can see where my business will be in the future. I'm excited to undertake the tasks necessary to get there. When I talk about my business, people around me become enthusiastic and willingly lend their support.

3. STRATEGY

My business is strategically driven by a long-term plan. I don't get distracted by "busy work". All activities are results driven. I evaluate all opportunities based on my strategic plan.

4. CLARITY

I'm clear about whom my ideal clients are, what problems I solve for them and how I do it. This clarity allows me to save time, money and energy; I only contact and follow-up with people who want and appreciate my services.

5. UNIQUENESS

What I do and how I do it differentiates me from others and creates "top-of-mind" awareness in my chosen niche. My business is unique, so I don't have competition. Others, who offer similar services, simply provide an opportunity for me to sharpen my skills, outsource overflow work and create strategic alliances.

6. MESSAGE

My introduction easily and powerfully communicates who I am and what I do. My message is clear and memorable even to people who don't need my services. My introduction is benefit-based, jargon-free, describes my ideal clients, their biggest problem and the solution I provide.

7. IDENTITY

My business identity is an extension of who I am. All aspects of my business - from my business cards, to stationary, to web site, to my personal appearance - present a consistent, attractive image that's appropriate for my industry.

8. MOMENTUM

My marketing strategies and activities are in line with my strengths and talents. It's easy for me to promote my business because I love what I do, know the value I create and use only promotional activities I enjoy. I promote my business consistently and continuously and never allow the work I do for clients to break my marketing momentum.

9. METRICS

I don't guess how well my business is doing. I have identified and regularly track specific, easy to measure performance indicators. At any point I can assess my progress against my written 90-day, six-month and one-year benchmarks.

10. SYSTEMS

All routine functions of my business are systematic; they are always done the same way and create predictable results every time. Lead generation, follow-up, keeping up clients' files, tracking important dates, submitting proposals, sales process - I have a system for each one of those activities that allows me to complete them effectively and efficiently.

11. VALUE

I recognize that my clients buy not what I do but the value my work creates. I regularly attend training events and schedule activities that support me in learning fresh, valuable information (in- and outside of my area of expertise) so I become more indispensable to my clients. I'm clear about the value I deliver so I never hesitate to state my fees, recommend my business and ask for the job.

12. TOOLS

My promotional resources are limited so I make them count; they illustrate my expertise and pre-sell my services. All my marketing materials describe my ideal clients, list the problems I solve and communicate the benefits of working with me. I use tools like articles, public presentations, teleclasses, workshops, regularly updated content on my web site, and regularly-published newsletter to attract new business and maintain connection with clients and strategic partners.

13. RELATIONSHIPS

I love my clients. I respect who they are and cherish the opportunity to be on their team. I recognize that they are people first and clients next. I strive to learn about their personal lives. I take note of and acknowledge their important dates - like birthdays and anniversaries. I'm there when they need support and celebrate their victories.

14. TEAM

I recognize my weaknesses and that I'm not an expert at everything. To bridge my shortcomings, I surround myself with other experts on whom I can readily call for support or refer clients to. They become my partners and board of advisors and help me grow my business.

15. MINDSET

I recognize that how I think about marketing and selling my services may limit my ability to grow my business. I make a conscious effort to continuously expand my marketing mindset. I look for and learn strategies that allow me to better leverage my unique talents and expertise as my best promotional tools.