Notes From Nikki: The 4th Quarter is Here But Where Are Your Customers?

Most folks have seen the holiday ads and efforts to source the giant seasonal spend across the media pop up earlier in 4Q than it has ever appeared in previous years.

Why is this? Perhaps it is the notion of a second wave of Covid-19 reaching tidal proportions across the U.S.A. before Christmas and shoppers being sold the idea that gifts will be in short supply due to a global supply chain delay or repeat lockdowns that could herald a panic buying early shopping sales calendar opportunity. Manufacturers and retailers alike are keen to take advantage of this potentially favorable climate.

But where are your customers? Are they lining up at your virtual door and sending your metrics through the roof?

Most of my clients report they have had their sales double over the last few months despite the pandemic, in fact in many cases, partially because of the fallout from the lockdown. For clients that followed a potent strategic content methodology that was kept up to date with valuable thought leadership the results were impressive. Their decisive action to build their brand on websites, social media platforms and progressive email connections has harvested and continues to harvest, unprecedented sales numbers.

PR/Marketing techniques are never static, but there is no necessity to opt for a trial and error approach. A professional, whose job it is to keep abreast of the ever changing algorithms and marketing gurus’ doctrines, can provide adaptive creative content that produces identifiable results. It is simply not smart to run your business on a hotchpotch basis. For instance:

  • Is authority content more productive than thought leadership?
  • What are the different types of content framing and which should you use?
  • Is the most engaging form of framing telling a story?
  • How can you elevate the power of a message by adding a different medium?
  • If you are joining the throng of 2020 publishers, event organizers and business owners offering virtual events what hacks should you know before you switch on the camera to hold the attention of the audience?
  • Is a blog more likely to be read if it is presented in a conversational tone versus other?

Continued education, connection with top influencers, micro influencing through their own media channels if they are identifiable thought leaders, niche experience and a proven portfolio that showcases adaptive writing styles within a brand marketing campaign and the ability run contests/sweepstakes and come up with unique, fresh ideas, is all part of the PR/Marketing Specialist’s job.

Hiring a remote team professional that can encompass and provide all these talents across multiple creative approaches is not as expensive as you might at first suppose. To try and go it alone is most likely not the astute approach to ramping up those sales numbers.

Point-in-line marketing is a crucial cornerstone to your business enterprise and the success of your product or service in the highly competitive marketplace depends on how you wield that sword and how clear you are in the direction you take your brand and to what end target.

To take the metaphor further, ‘point-in-line’ action is where the fencer who is out of attack range, points the sword at the opponent with their arm fully extended to establish a right of way over their opponent. The opponent cannot attack until they remove the blade from that line by executing a beat.

As my husband who trained in fencing in his teens would explain, fencing requires keen mental focus, and ability to be light on your feet and also importantly, to think on your feet.

Successful marketing professionals operate in much the same manner.

If you would like to ‘thrust’ your business into the piste, I invite you to engage my services. Learn more about my combination marketing packages that include influencing/blogging/press releases/guaranteed editorial features and press release publication and website content for your brand please don’t hesitate to email me at directly for more information and visit my website at Ask about my special package deals to get started right away at a discount price point.

Publishers, don’t forget you can visit my online store at the website and purchase both short burst and full feature articles at the click of a button delivered within 72 hours to your desk. Please note all services are provided through my corporate entity so no freelance writing restrictions such as those recently voted into law in California apply.

About Nikki:
Please visit or email Nikki directly at or call/text 607-434-4470.

Internationally published writer, content creator, PR/Marketing specialist, photographer and equestrian Nikki Alvin-Smith offers “Engaging Content that Engages Riders to Read, “with unique and fresh material for your horse or pet related business, magazine, website, newsletter, blog and email blast sales machine. Her portfolio of works is extensive and includes equestrian and pet features that have been published worldwide in over 220 different magazine titles. Her clients include equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine and pet related medical devices, feedstuffs, supplements, grooming supplies, fencing and barn equipment, horse transport, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in the pet industry, investment, real estate and international travel and rural lifestyle.

Nikki Alvin-Smith is a British international level Grand Prix dressage competitor/trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm in the Catskill Mountains of New York; a full service horse training facility. The duo provide ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.

Contact: Nikki Alvin-Smith: Content Writer; PR/Marketing Specialist
Cell: 607 434 4470


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