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As we all watch the news in horror I can’t help but wonder if we are growing numb to the evil in the world. It is easy to change the channel but with 49 dead and 53 wounded in Orlando in June and 84 dead and 202 wounded in Nice in July how can we continue to look away? It seems like every month there is another terrorist attack and they are getting closer and closer. According to Wikipedia, as of July 15, 2016 there have been 922 incidents of terrorism reported in the world. Many of the attacks don’t make the news in remote places such as the outskirts of Egypt, small towns in Syria or women being stoned to death in Iraq.

June was one of the most deadly months so far this year, with 218 incidents and over 1822 deaths including the attack at the Pulse Night Club in Orlando. So far July has seen over 84 incidents reported including both Dallas and Nice. It was shocking to see not even 24-hours after the Nice attack, Wikipedia chronicled two more incidents, tagging them to the bottom of their ongoing list. Wikipedia notes the type of attack, location, death toll, injury statistics, details and perpetrators. You can see the rankings and incidences by country. Not surprising Iraq ranks number one with over 2,714 incidences of terrorism in 2014, while the USA hoovers at 38 incidents for the same period. While that might sound like good news for us we still hold the number one spot for the worst terrorist attack in history on 911, when we lost 2996 souls. Unfortunately, our friends in France are ascending the dubious ranks from the middle of the list climbing rapidly up to the top tier. The disturbing facts go on to show everything from car bombings to mass shootings. According to the National Consortium for the Study of Terrorism 2014 showed a spike in deaths (43,550) and injuries (40,989).

*National Consortium for the Study of Terrorism and Responses to Terrorism.

On other sites, such as Islam Religion of Peace, there were shocking statistics with eerie benchmarks noting 28,822 attacks since 911. I shudder to think what their ultimate goal might be, mass annihilation or world dominance? After looking at the statistics you can’t deny the facts. Tensions are rising and we are at a tipping point. We need to wake up, stop changing the channel and figure out what we can all do to diminish the hatred in the world and strive for peace both in our country and in our own communities.

If these statistics aren’t alarming enough, we also appear to be imploding from within. Not only are our enemies out to get us we can’t even seem to get along as a nation. This is an important election year for our country. We need to elect a leader who will address these issues and come up with a plan to keep our country safe and united instead of divided.

Maybe you’re like me, numb to the evil in the world, all the rhetoric and politics. Many of my peers have said they may not even vote this year. The very thought has crossed my mind too. Then I think of the women who were stoned to death or the families suffering with loss after all this senseless violence and I remember how fortunate we are to have the right to vote and make a difference.

Let’s hope it won’t come down to a matter of self-preservation for our way of life, customs and beliefs. I would hate to see a day when we become afraid to travel or have to change the way we live our daily lives as a result of fear. We need all the strength we can muster to defend against the larger threat of terrorism looming at our very doorstep just waiting to claim its next victim. It’s time to take a stand, get out of our comfort zone and come up with real solutions for a broken world.

Jodi Cross is a marketing strategist, speaker and writer and can be reached at jcross@crossnm.com.

Summer Camp Provides Life-Long Benefits

For decades kids have been shuffled off to camp each summer to experience bonding, make new friends and commune with nature. One of the coolest things about camp is being exposed to new experiences which help to develop your self-esteem. Growing up I only went to camp one time and the primary attraction was horseback riding. Little did I know at the time Circle C Ranch in Attica, New York would hold a special place in my life and become an experience I would never forget.

Going to camp has a way of connecting you to nature and drawing you into the physical realm of being present. This was an amazing experience and in today’s world of 24/7 connectivity, getting kids to put down technology and get physical is crucially important.

I was a lonely child growing up with a twelve year span between myself and my oldest sibling. Summer camp allowed me to meet new friends and provided a sense of community. Camp also sparked an interest in hobbies I wasn’t exposed to and taught me how to be more independent.

What attracted me to camp was the horseback riding program, which Circle C Ranch offered on a daily basis. I can honestly say I was hooked on riding after that summer. A lifelong passion ensued with private lessons, shows and competitions in English riding. As an adult, I still ride and enjoy the sport. Horses are such beautiful and soulful creatures and my love for them has never diminished.

As much as I love riding there was another gift I received from Circle C Ranch. Circle C was a mission based camp, something I didn’t realize when I enrolled. After my week was up the real gift appeared and has stayed with me my entire life. Our family grew up Catholic, we went to church every Sunday and attended Catechism on Thursday nights. All the church going taught me about religion and history but never about having a personal relationship with God. This cataclysmic shift opened up a whole new world for many of us campers. During our week at camp we learned there was not some super being looking down waiting to catch us doing something wrong. Rather a loving father looking to create a relationship and connection with all of mankind. There was something peaceful stirring in my spirit.

This amazing lesson weaved a way into my being. I won’t say the promises and commitments I made didn’t falter through my high school and college years but some piece stuck and a small flame was ignited. The biggest gift of all was the exposure to a new perspectives and a life-long journey of faith resulted.

Jodi Cross is a marketing strategist, speaker and writer and can be reached at jcross@crossnm.com.

New York City Girl

Having grown up in New York State and spent my formative years as a New Yorker it occurred to me, I had never actually considered myself to be a tourist in Manhattan. New York City has over 50 million foreign and American tourists a year. Recently, I joined the ranks and visited Ellis Island, took in a show off Broadway, garnered a bird’s eye view from the World Trade Center and had a moment of silence at the 911 memorial.

When I moved to Florida one of my first jobs brought me to New York City as a sales manager. Throughout the years I would go to the city for meetings and events but I honestly had never done the attractions. I always hit Fifth Avenue for a little wardrobe refresh, if you consider that an attraction.

This year we went to New York City for spring break. Some of the highlights included; visiting Ellis Island, the Statue of Liberty and the 911 memorial. We also dined at the newly renovated Tavern on the Green and ate Dim Sum in Chinatown.

We met up with my step daughter and the three grand kids who had never been to New York. Seeing the sites of the City through their eyes was interesting. I found myself wondering if they thought all New Yorkers’ were used to seeing a naked cowboy singing in the street, a dancing grown up baby and a number of furry characters roaming Time Square at all hours of the night.

Places to Go & Things to Do

New York City has a plethora of great attractions, museums and things to do. For us, we had a mixed crowd of young kids and adults so we needed to strike a balance. When choosing your hit list, pick things that cater to the majority of the crowd. The kids were interested in the Natural History Museum, some gaming attractions, Times Square and some of the more traditional landmarks such as Ellis Island and the 911 Memorial.

We started our first day with a trip to Ellis Island. Our ancestry traces back to Ireland and Germany and it was interesting to see the names and photos of boats that carried our forefathers to this country. Once we arrived we spent time in the great hall and looked at all the amazing images and faces of the immigrants who came to the United States so long ago. The thought of traversing continents and oceans in hopes of a better life or in some cases to escape dire circumstances is a central theme of our great and welcoming country. There are samples lining the entrance walls of exams immigrants had to pass, photos of new comers suspected of being sick showing bright white chalk marks on their lapels and desperate faces of women and children carrying all their worldly possessions.

The Ellis Island Ferry takes you to the Statue of Liberty. Be sure to reserve early or you won’t be able to go to the top. We went to the base and the views were inspirational looking up at Liberatas and seeing the broken chains at her feet. This flamboyant gift from France is a symbol of our liberty and the ties that bind all those who enter. After 911, the Statue of Liberty once again became a renewed symbol of hope and her true identity and meaning were a poignant reminder to us all, “Liberty Enlightening the World”.

After leaving Ellis Island we headed to the 911 memorial. This is a must see! There is no other event in my life and the life of many in my generation like 911. Staring into the reflection pools representing the two towers is truly a cathartic experience. Many memories come flooding back as I thought of where I was on that horrific day. Off in the distance one tree survived the attacks and was in full bloom on the day we visited. This symbol of life blossoming anew is truly touching.

Shopping-Eating-Drinking

When in New York City, bring your wallet! There are plenty of choices including some wonderful and reasonable Deli’s. We choose Tavern on the Green for a special dinner, the Moonstruck Diner for a more casual lunch and Chinatown for some amazing Dim Sum at the Nom Wah Tea Parlor. Other mentionable include The Oyster Bar and Cipriani’s near Grand Central Station.

The Tavern was fabulous! As we arrived and entered the bar area a swanky 40’s style band was playing. The lead singer was in character complete with a vintage dress and oversized microphone belting out classics such as Fly Me to the Moon and Mack the Knife. The dinner was amazing from both a taste and a service perspective. The ambiance was polished and harkened back to a flamboyant Mad Men era. We had a variety of dishes but the Coq Au Vin and the Rack of Lamb would be considered no less than divine. Don’t miss the Truffle Caesar Salad. You’ll want to beg for the recipe. Fun cocktails such as the Queens, Bronx and the Manhattan have you sipping and savoring every minute. There is even a kids menu with mini yummy cuisine for the smallest pallet.

Moonstruck has a great late night dessert menu and offers a quick breakfast option for all to enjoy. There are multiple locations and we never had a problem being seated even with a party of eight.

If your feeling adventurous, head to Chinatown and try some Dim Sum. Be fair warned, you will be approached to buy every kind of souvenir and fake watch known to mankind. Be careful not to go into the back alleys. Our final destination was the Nom Wah Tea Parlor. This iconic restaurant has been family owned since 1920. Everything was delicious and plentiful. The sampler platter, original egg rolls and spare ribs top the list of delectable. The wait was over 30 minutes so be prepared to stand on the corner for a bit but the wait was worth it once inside.

Expert Insight

I am usually a big planner but this trip was much more flexible. There are some great apps that help you plan at the last minute and still get good deals. Instead of waiting in line in the rain for tickets to a show, try Today Tix. This app lets you peruse shows of interest, order tickets and has a red shirt representative meet you outside the theater at show time. We saw a great show called “Fully Committed” with Jessie Tyler Ferguson from “Modern Family.” He plays nearly 40 characters complete with voice accents and attitudes. The premise entails a struggling actor who works taking reservations at a fancy restaurant in New York. The show is hysterical and plays at the Lyceum Theater.

My Uber app crashed during our visit but my husband was able to load his up. This is a great benefit as they now have an Uber XL which can accommodate bigger parties for a ride. Of course the subway offers an easy, less time consuming and efficient way to get around the city.

We did encounter a bit of a snag at the hotel. Apparently, when you are between seasons some older hotels do not convert from a heating system to an air conditioning system. This caused a stifling few nights and very little sleep. To avoid the whole hot mess, ask some questions before booking with a follow up question about having in-room fans or windows that actually open.

I hope you’ll come along for my next road trip!

Jodi Cross is a marketing strategist, travel blogger and speaker and may be reached at jcross@crossnm.com or www.www.crossnm.com

Are You For Real?

Do you ever feel like you are living someone else’s life? Turns out this phenomenon has a name and is prevalent in 70% of high-functioning women in today’s society. Men, I don’t mean to exclude you as there are indications that you too suffer from impostor syndrome.

What is Impostor syndrome, also known as fraud syndrome?

According to Wikipedia, in 1978 two clinical psychologists named Dr. Pauline R. Clance and Suzanne A. Imes coined the phrase while referring to high-achieving individuals marked by an inability to accept their accomplishments as true and had a persistent fear of being exposed as a “fraud.”

Despite evidence of their competence, those exhibiting the syndrome remain convinced that they are frauds and do not deserve the success they have achieved. They see proof of success but dismiss it as luck or timing. They attribute success as a result of deceiving others into thinking they are more intelligent and competent than they believe themselves to be. People with impostor syndrome tend to be perfectionists, which means they’re likely to spend hours working overtime to make sure they excel in every single field.

Fraud syndrome is also an equal opportunity employer. From Broadway stars to Silicone Valley boardrooms to the Supreme Court, no one is immune. Stars like Michelle Pfeifer, business tycoon Sherly Sandberg and even Supreme Court Judge Sonia Sotomayer are all afraid that one of these days they will be found out.

I recall some simple advice given to me way back in the day when I started my career. “Fake it ‘til you make it.” Could that have been the start of my journey as a phony? Once you start to buy into the self-doubt, the cycle becomes a slippery slope of inauthenticity creating a drive to be perfect followed by a fear of being exposed. Then one day you wake up and realize nobody’s perfect!

Here are my top five tips on how to stop fraud syndrome in its tracks.

Embrace and accept yourself.

Claim your success and own it. I have a dear friend who built a successful business and sold it for millions of dollars. The selling part didn’t go off a smoothly as it could have, but nonetheless she built the company from nothing and made a major impact on people’s lives along the way. One day I brought this up to her and she just shrugged. I looked at her and said, “You don’t think you are successful business women do you?” She said, “No, I just lucked into it.” You have to be able to accept the success you have and embrace the fact that you deserve some of the opportunities provided to you.

Being perfect is impossible.

Admit you’re not perfect. No one is and there is no shame in admitting it. Sometimes we win in life and sometimes we lose. Being wrong on an issue or losing a job doesn’t make you a phony it makes you human.

Don’t take shortcuts because they only derail your long-term confidence.

One of the roots of my fraud stem from grade school. I have a math phobia. My teacher was a yeller. Every time I asked a question or didn’t understand something he would yell at us. Thus, I stopped asking. As a result I never properly learned my multiplication tables. I would carry a laminated times table grid around in my pocket in case I was picked on to answer a question. If I didn’t have the grid I would be overcome at the thought of being exposed. Instead of using this little short cut, the laminated grid, I should have addressed the issue with tutors and extra help. This issue festered well into my college years.

Be authentic!

I am a little quirky! There I said it. Some people will like me and some people won’t, that’s life! If you walk around being the shell of the person you could be your cheating yourself and the world out of the true you!

Shift from self-focused to others focused.

When you remove the self-focus and begin to serve others, you will find you can’t continue to wallow in impostor syndrome. By serving or helping others, you are moving into action and it becomes virtually impossible to keep up the novella of comparisons, worries about measuring up and fears of unequal social status. Stop comparing yourself to others, your uniquely-made quirks and all.

As it turns out, you’re not an impostor after all. You are a brave risk taker who may fail on occasion but you always get back up and can fake it ‘til you make it one more time, and make you will!

Jodi Cross is a marketing strategist, speaker and writer and can be reached at jcross@crossnm.com.

[1] Wikipedia, the Definition of Imposter Syndrome, 1978. “The imposter phenomenon in high achieving women: dynamics and therapeutic intervention.”. Psychotherapy: Theory, Research and Practice by Clance, P.R, Imes, S.A.

February 20th –National Love Your Pet Day

National Love Your Pet Day

During the month of February people usually write about love, relationships and matters of the heart. February commemorates a different kind of holiday which still shares the spirit of love. Four legged, furry love that is.

One of my first loves as a child was my Siamese cat Meiling. I shared my entire childhood with Meiling. In fact she lived to be 20 years old, sadly, she passed when I went off to college. We all loved her, she was a little four legged bossy cat who ruled the house. She was so cherished that we commissioned a portrait of her which still hangs on our wall some 30-years later. Meiling was very mouthy. My older brothers were always up to no good and inevitably just as they were trying to sneak out she would start to meow at the top of her lungs. Meiling foiled many escape plans during their teenage years.

Pets were a big part of my life growing up. When I was a kid we always had several dogs and cats scampering about our house. Usually three or four cats and three or more beagles punctuated my childhood with memories of puppies, passing’s and special friendships.

I remember returning from a family vacation to Hawaii and one of our dogs had a litter of puppies. My dad allowed me to name one puppy Bubbles after Don Ho’s song “Tiny Bubbles”. All of his buddies would make fun of him whenever he had to chase down my dog yelling at the top of his lungs, “Bubbles, Bubbles”. After Bubbles, Dad named the dog’s rather boring and macho names such as Prince and Huey to save face.

As the youngest child, I had a special relationship with Meiling. She was a friend when I was a little pesky younger sister and gave me comfort when I was scared or lonely. Cats also can be a great judge of character. Meiling didn’t like one of my girlfriends growing up, later I found out she has stolen several items from me.

As we celebrate, National Love Your Pet Day, think of all the wonderful things your pet does for you on a daily basis. The unconditional love and the cute photo opportunities you can post on Facebook. One of my friends rescued a cat and now he has his own page and following just like Grumpy Cat. If your family doesn’t have a pet, perhaps you might want to consider adopting one at a local shelter. 7.6 million animals are sheltered every year and unfortunately approximately 2.7 million are euthanized. We share our home with two four legged family members. They cheer you up when you have a bad day and are always available to snuggle. Pets are a great source of companionship, they relieve stress and some statistics say they even help you live longer. You have the power to save a life and gain a best friend too.

Jodi Cross is a marketing consultant, speaker and writer and can be reached at jcross@crossnm.com.

The Dark Side of Social Media

The Dark Side of Social Media

Has social media become ground zero for hatred causing a viciousness epidemic? Recently I witnessed such depravity; I had to take a step back and wonder if there ought to be Geneva Convention Rules for social media.

Eighty one percent of young adults think online bullying is easier to get away with than bullying in person. Forty three percent said they have been bullied before. I wonder where have our young people learned this snarky behavior? Perhaps the source goes back to their parents.

Many of you may have followed the controversial development project in the works in Jupiter. People seemed to have a great deal to say about the project from both sides. If you ask me the online ranting, taunting and, in some cases, defaming people because they had a difference of opinion, went too far. As I followed along to see what both sides had to say, I noticed a spirit of shaming that can only be characterized as a mob-rule mentality. As soon as a post was made the same four or five people would try to shut the post down with personal attacks, antagonistic rants and badgering comments.

I was curious to see what was behind all this hatred and bitterness. I get the fact that people are very passionate about their beliefs and, when pushed, Americans have always been able to mobilize into action. When I went to see what all the fuss was, I found friendly smiling faces some with lovely portraits of children by their side with interests such as church, saving the animals and other assorted noble causes. There were several rapid fire rounds of emotional exchanges sent out across the social media sphere in a mob-like wave. I returned to some of the repeat offenders profile pages and found they had removed most of their personal information.

How brazen the exchanges became from these bullies cloaked in anonymity living out their lives in The Matrix of social media. One person seemed to attack every post within minutes and even went on to attack any person who disagreed with her position. In one exchange, the post writer tried to comment back and was met with this response, “This is America, I can shame and bully if I want to.” Really!

Not only do we seem to have an epidemic of hatred and bitterness on-line but we are clearly having a famine of kindness and love. The whole exchange was just ugly and left me wondering if social media has amplified the bully on the playground to the point where anonymous personal attacks have become the new weapons of mass destruction. I can only hope this is just a small sliver of reality and not what my America has really turned into. Have a Happy New Year and may we all spread a little more kindness!

Jodi Cross is a marketing consultant, speaker and freelance writer and may be reached at jcross@crossnm.com or www.www.crossnm.com .

The Power of Owning Your Choices

The Power of Owning Your Choices

As we cruise into holiday mode, there will be a plethora of choices to make including which gifts to buy, what parties to attend and which family members to visit. For some, the holidays are a joyous time but for others stress can overwhelm you and ruin the season. There may be underlying family struggles or hurt feelings lingering from your past. There is good news; you hold the power to move forward within you by owning your choices.

I recently watched a segment about a reunion at Alcatraz. Former prisoners and guards from the notorious prison came back for a visit and to share a meal. Admittedly, it was an odd segment but one of the prisoners said something very cathartic which caught my attention. He was talking about his story and how he ended up in Alcatraz. He robbed a bank and was locked up as a result of his crime. During his time in prison, he came to realize that he had chosen Alcatraz. He explained he had made a choice to rob a bank and the choice led him to being captured and then serving time to pay his debt to society, so in essence his own choice put him in Alcatraz. After his release, he never committed another crime again. He had an awakening and owned up to his choices. The power of owning up to what he did released him. Conversely, another one of the inmates interviewed was now in his 80’s and had only turned his life around five years ago. He turned away from his decades of crime and a life of wrecked personal relationships to start again.

Our choices have short-term and long-term effects in our life. There are methods to head off negative choices which start by weighing your decisions carefully. Here are three simple steps to consider;

First, intentionally prepare for a decision and avoid impulse decisions. Think about the benefits, downsides and if the choice fits in with your goals and direction. I use this to stop myself from shopping or eating something I don’t need. Would I rather have one more blouse or money in my 40lK for retirement?
Second, evaluate the possible outcomes. For evaluating I use the Suzy Welch method described in her book 10.10.10. Consider the ramifications or benefits of your decision today, tomorrow or down the road. In Suzy’s terms, how will your choice affect you in the next 10 minutes, 10 months or 10 years? When I think of this in terms of the prisoner example, he was probably living in the 10 minute, 10 month zone but not truly considering how his choices would haunt him for years if he were caught.
Finally, follow through and own your choices, don’t rationalize. Sometimes moving forward on some of life’s harder decisions can be difficult. Things such as whether to accept a new job, move across country or start a new venture can create monumental changes in life. Personally, I find emotional decisions to be the most draining. Should you keep a friendship after someone has betrayed you? Are your kids on solid ground?

To help with the decision process you can use a few tools to guide you.

Collaboration and asking feedback are a good way to get a 360° perspective.
Considering your past experiences and personal knowledge then applying wisdom to create a solid barometer.
Listening to your intuition or what I call your internal voice, this can provide invaluable guidance in decision making.

Is there a choice or something you need to let go of this holiday season? Maybe you’re facing a dysfunctional family situation or you need to forgive someone. Look at your choices with discernment, clarity and from the perspective of will this matter today, tomorrow or next month. Then, move on with confidence. Owning your choices and decisions can be very liberating. Happy Holidays!

Jodi Cross is a marketing consultant, speaker and freelance writer and may be reached at jcross@crossnm.com or www.www.crossnm.com .

Day Tripping, Yeah!

Staycations emerged as a trend a while back and flourished even more when the economy took a dip. When I opened a hotel in Sunny Isles Beach FL some years ago, I was amazed at how many people would come from Weston for a long weekend. Recently, my husband and I decided to do a day trip and overnight at the Eau Palm Beach. Until this brief but wonderful experience I hadn’t truly understood the power of the staying close to home.

Although The Eau Palm Beach is just a short drive from our Jupiter home, it felt like a world away. This little gem is nestled on the south end of Palm Beach which is technically called Manalapan and recently ranked first place in the Conde Nast Readers’ Choice Awards for resorts in Florida, Atlantic and the Keys. Upon arrival we were greeted by the friendly valet, escorted into the lobby and met with a smiling associate offering champagne. In my opinion, The Eau strikes the perfect balance between authentic service versus intrusive service. We have all been out someplace where you can see people are trying just a little too hard. You take a sip of your ice tea and the server is back with a new glass. Causing you to recalibrate your drink with the appropriate balance of sweetener and lemon when the first glass was perfectly mixed.

As we were escorted to our room we received a briefing from a very informed bellmen. We settled in our room and went to check out the hotel. Luckily for us we were on the club level. We were delighted with the accommodating staff. Phillip who managed the lounge, was a perfect stranger upon check in but felt more like family by the time we left. The lounge offers lunch, snacks, light breakfast food, afternoon & evening wine and cocktails. On the way out you can even grab some retro-candy from a glass sphere filled with Lemon Heads and Hot Balls.

As the afternoon was lingering on we hit the pool for a refreshing dip. Just as we scouted out a couple of chairs in the shade, a pool attendant arrived offered towels and drink options. Again, the perfect balance of just in time service without being overwhelming. Heck yeah, we will take some towels and a frozen drink!

After a dip, we took a walk along the beach. In Manalapan, the beach tends to come and go with seasonal erosion. Walking south you barely see anyone along a stretch of private beach dotted with shells and an occasional jelly fish haphazardly washed up on shore. We cut our walk short so as to enjoy the Eau Spa experience.

The Eau Spa is as unique as the hotel and recently won Forbes Five Star spa rating. Once inside this little sanctuary you quickly see why. From the hanging swings in the common area to the wishing fountain the experiences is divinely decadent and pampering. There are cupcakes, rubber ducky mascots, flowing champagne and steam showers. We booked a couples massage and were treated to a stress busting rub complete with personalized aromatherapy scents, music to our liking and comfortable massage beds which inclined slightly upward upon our back flip providing immediate relief for our nasal passages.

Somehow all this activity had tuckered us out. Maybe it was the long drive, the stress of packing and travelling or the hustle and bustle of getting there. Oh wait, another benefit of the staycation: there is no hustle and bustle! We retired for a nap and then headed to dinner.

The Island of Palm Beach has many choices for shopping, eating and drinking. During our stay we dined at the hotel restaurant Angle for dinner. The food was great and one of their evening specials was a stuffed squash blossom. Yummy. The vibe was friendly and fine all rolled into one. We chatted it up a bit with the folks at the table next to us only to learn they were locals too. They come to Angle on a frequent basis and the waiter knew them by name. There goes the reputation of hotel restaurants and the myth of being overly priced with dull food. Angle exceeded my expectation on many levels.

The next morning we were going to stay for brunch but all this delicious food made us want to get moving. We enjoyed a lavish breakfast display in Temple Orange and hit the road refreshed and raving about the whole staycation experience.

I did enjoy a run through some of the most high-end consignment shops in the country. Be sure to try the Church Mouse and Goodwill on the Island. The stores are loaded with designer clothes, some even have the original tags on them and have never been worn. I picked up a pair of Burberry Sandals for twenty dollars. Score!

Jodi Cross is a marketing consultant, speaker and freelance writer and may be reached at jcross@crossnm.com or http://www.crossnm.dev.php56-30.ord1-1.websitetestlink.com

What Keeps You Up At Night?

“What keeps you up at night”, is a question I usually ask when I work with clients to ascertain what part of their business is the most worrisome. The answers can be very insightful and range from IT issues, to security, to how to remain relevant. In my case, the question started with an obvious answer. The clue, it has four legs, a big mouth and breath smelling of tuna. Unfortunately, my brain kicked into overdrive and ignited a series of thoughts leading to a rather fitful night of sleep.

The biggest culprit for my latest sleepless night was my Furbaby. Furbabies are the newest addition to Urban Dictionary and refer to over spoiled, pampered pets with fur. As I laid awake listening to the scampering and racing about that occurs around 3 AM with my two Burmese Cats, I thought of a million things I needed to follow up on. We all have those kind of nights don’t we? Those creeping thoughts that won’t let you rest as they crawl around in your half-awake brain. Random but just provocative enough to keep you from dropping into the abyss of sleep that lies just on the other side of those crazy ideas darting to and fro in your mind. On this particular night, Rosie the Riveter and Uncle Sam had wedged an idea in my head. Don’t ask!

So I began, 99, 98, 97, all the way down with a singular focus of mindlessness and nothingness to zero. Maybe this time sleep will come. My eyes and appendices feel heavy signaling their need for rest. Then a yowl and a thump from the other side of the door. I begin again, 99, 98, and 97. As the alarm blares signaling 7:30 all is quiet, I stretch and yawn then lumber out of bed to hit the snooze. The lists start again, to-do, to-call and to-follow up, all registering in my mind. I head to the kitchen for a boost from my best friend, coffee, the ever ready companion, ally of the sleepless night steams through the fog in my head as the hot molten liquid washes down my gullet and soon all is well again.

For those of you with pets, I think you will agree the companionship outweighs the antics most of time. I look to the corner of my bed and see two cats huddled and curled up in a conjoined circular ball, sound asleep and gently snoring. I resist the urge to pinch them and brew another cup of coffee while I get ready for what lies ahead.

Jodi Cross is a marketing consultant, speaker and writer and can be reached at jcross@crossnm.com.

Marketing Your Business Should Not Be Considered Optional

Every day I see local businesses come and go within a matter of months. In the shopping center near our house there have been at least a dozen or more restaurants. They buy equipment, expensive ovens, furniture and complete interior design work totaling thousands of dollars in capital and operational costs in preparation for opening.

The big day comes, they open, put up a banner and some signage and within a matter of months they are out of business. Could it be a bad location? Are the rents too high? Were there just not enough traffic generators? Was it the wrong concept? In one case, I can confirm that the concept was flawed. It was a seafood restaurant that specialized in cold water fish from the Great Lakes. I have to admit I scratched my head about that one. Some looked like they had a good shot at success; there was an Italian place, a pizza joint, an Asian restaurant and a steak house.

What is the common denominator that prevented these businesses from surviving and thriving? No-one can be certain but if I had to take a guess, I would say they were undercapitalized and did not have a marketing budget or plan in place for long-term success. I actually approached a couple of these businesses to see if I might lend my marketing expertise. Unfortunately, I was too late as they indicated they didn’t need help or had no money for such frivolous efforts.

Here is a new flash, having a marketing strategy and budget is equally as important as investing in the right equipment to make or serve your product. For a business to succeed, marketing is not an optional or frivolous expense. Contrary to belief, if you build it, they don’t always come!

Here are a few start-up tips for new businesses. There are three important phases that lay a foundation for success:

Pre opening lasting 3-4 weeks prior to opening
Grand-opening lasting 1-2 week period
Post-opening lasting 4 weeks

During the pre-opening phase, start to line up all your property level marketing tools, have your web site and social media pages set up. Write your press releases and outline a PR strategy. Prepare your media list by identifying; business editors, local editors, food editors and human interest columnists.

Identify 25 key prospects within a 10 mile radius, map out the locations and contact specifics.

During the grand opening phase, have your display signage and advertising in place, host a neighborhood open-house, use social media to invite key followers, organize a civic breakfast or lunch event for your Chamber or Rotary, align yourself with guest ambassadors to expand your reach and take some goodies to local radio stations and businesses.

The post opening period is the time to have a cohesive marketing plan in writing and ready to execute. Normally businesses experience a honeymoon period during the first few weeks of opening. After the initial jump in sales most business experience a “drop off” which can be disastrous especially if it coincides with off season in Florida.

A six month marketing plan can virtually eliminate a “drop off” and set your business up with a solid foundation for success. The broad objectives should be centered on

In-house zone marketing
Driving new trial and frequency
Building a solid database and following
Establishing customer loyalty

Operating a small business in today’s economy is challenging. With start-up costs associated with opening a business some owners are tapped out. As a business owner, you should consider marketing a cost of doing business and a path to guarantee your long-term success. If you factor 2-3% of gross revenue toward a marketing budget you will be on your way to success. The question is, can you really afford not to market your business?

Jodi Cross is a marketing consultant, speaker and freelance writer and may be reached at jcross@crossnm.com or www.www.crossnm.com

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