By Elizabeth L. Boineau

For last year’s words belong to last year’s language, and next year’s words await another voice. And to make an end is to make a beginning. -- T.S. Eliot

Just around the corner awaits another chance, a symbolic clearing of the slate of the year past and the promise of a bright, shining string of 365 new days, ripe with potential, just waiting to be plucked. As the year turns new again, we’re granted the chance to say goodbye to the things that are lacking or just not working somehow. And we’re given the gift of a new start and the chance to say hello to new places, people and things and to consider a different approach to the way we do things, both personally and professionally.

It’s been a tough year for many, given the correction/slowdown we’ve witnessed in the real estate market, the value it holds in this marketplace and how much it contributes to our overall economic picture. The domino effect and the uncertainty in the market are hard to measure. Part of it is real and quantifiable and part of it is no less real, and more psychological and tougher to measure, but it’s there. And it affects most of us, one way or another.

If you’re one of the few who haven’t been impacted by the soft real estate market, or the volatile financial markets, chances are fair you’ve at least paused at the gas pump to marvel at those escalating prices or noticed how much more it costs to get out of the grocery store with just the essentials.

For many, the promise of the New Year this particular year holds lots of expectation. And that puts an extra-heavy load on the marketing team. Will this be the rebound year?

To help guarantee it’s a year like none that came before, let’s consider how to squeeze all the possibilities out of 2008 and help get you poised to make the most of this once-a-year opportunity. 

• Evaluate where you are at year-end 2007 and record where you want to be—financially, physically, geographically—at year-end 2008.

• Do make a plan, even if it’s informal, but put it on paper and share with others you trust and hope to inspire. Write down how you want things to look at the end of 2008 that would reflect and demonstrate a successful, productive and worthwhile 365-day investment.

• If you’re not doing something you love and that you’re really good at, in a place that makes you happy, then make a move before you utter one more weak excuse or waste one more irretrievable moment.

• Take care of you. Eat healthfully, try to rest and make an appointment with yourself to exercise. Your body benefits and so does your head. Those who care will thank you. Be thankful that somebody cares.

• Learn ways to manage stress, starting with knowing what you can change and what you can’t and take reasonable and measured steps to tackle the former and learn to let go of the latter. You’ve got no time to waste on things you don’t and can’t control.

• Resolve to keep things simple and to live within the budget. Not doing so adds greatly to the stress level and we can do something about it, if we so choose.

• Take on a new business adventure or restart an old one you left behind. Is there another valuable service you could offer in your field of expertise? Consider a reduced rate or special package price on the existing services.

• Identify someone you like in a complementary industry and set up a plan for sharing leads and introducing each other to your/their clients. I don’t mean a leads club. I mean more of a one-to-one sharing of leads and setting up a schedule to connect the two and have them do the same for you. Once a month set up lunch or drinks, and take turns—it should hardly feel like work, you know?

• Tell your story—and before you do, look at your messaging and positioning to be sure they’re in a fresh, current and compelling voice.

• Show gratitude for others, for favors, great leads, networking, freedom of expression, and for the chance to start anew. We only get it once a year. Here’s wishing you a new year full of promise and prosperity.

Elizabeth L. Boineau runs E. Boineau & Co., a strategic marketing communications and PR firm based in Charleston. E-mail her at eboineau@eboineauandco.com.

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