ASH AMBIRGE

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Why You SHOULD Sweat the Small Stuff. (Free Puma Included.)

In: WTF Is Marketing?

Yesterday, I was certain I was going to die.  Not just on one occasion, but two.

The first instance was when I agreed to ride an ancient, rusty, rickety, RIDICULOUS ski lift up the side of a volcano. Vollll. Caaaaa. Noooo.

Obviously that's what you do when you're in Patagonia with a group of friends–ride volcanoes. The south of Chile, apparently, is loaded with lava. My head, on the other hand, was loaded with WTF WTF WTF WTF WTF.

It didn't help that I've never been on a ski lift before. Or a vol-fucking-cano. 

The only positive note was the attractive Brazilian running the lift.

We had a moment. I'm sure of it.

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PHOTO CREDIT: KYLE HEPP, WWW.KYLEHEPP.COM

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PHOTO CREDIT: KYLE HEPP, WWW.KYLEHEPP.COM

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PHOTO CREDIT: KYLE HEPP, WWW.KYLEHEPP.COM

PHOTO CREDIT: KYLE HEPP, WWW.KYLEHEPP.COM

PHOTO CREDIT: KYLE HEPP, WWW.KYLEHEPP.COM

The second time I thought I was going to die was later on in the evening.

My three photographer friends and I found the only restaurant in town that was open–on a Saturday night, mind you–and proceeded to SING KARAOKE.

In Spanish.

To Shakira's La Tortura.

(Ay, amor, me duele tanto!)

Given that we didn't dance, nor pronounce the words well, NOR carry a tune, I thought for sure that all 10 patrons were going to conspire to spear us with some ancient volcano trekking device.

Or poison our food.

Or sic a pack of hungry pumas after us.

Or videotape the whole thing and put it on the internet. *Cue ominous music.*

I wouldn't have liked them very much, but I also wouldn't have blamed them.

Fortunately, I made it out unscathed, and back to our adorable loft apartment, which sits off of a lake and yet another volcano. (Of course it does.)

Behold.

PHOTO CREDIT: KYLE HEPP, WWW.KYLEHEPP.COM

PHOTO CREDIT: KYLE HEPP, WWW.KYLEHEPP.COM

Let's play a little game of I Spy.

You see that newspaper on the table?

You see, when we first arrived, that newspaper was on the table, as well as a fresh vase of purple flowers and a note.

And it was a lovely, seemingly insignificant little detail, but it spoke volumes.

It was a lovely little detail that helped us to feel like we had chosen well.

It was a lovely little detail that soothed any unspoken concerns.

It was a lovely little detail that helped us to feel like we were spending our money well.

And it was a lovely little detail that will help this place become memorable.

And memorability facilitates talking.

And you know what talking is?

Word of mouth marketing, baby.

Huge fan.

Whatever you're doing with your biz…sweat the details.

Details matter.

More than you think.

What are YOU doing to make yourself memorable?

What are you doing to help your customers feel confident they're choosing well? To sooth their unspoken concerns? To help them feel that they're spending their money well?

Sweat the small stuff.

It'll pay off.

Literally.


A big thanks to Loft + Lake, Frutillar, Chile, for sponsoring part of our stay. You're fantastic.


Last but not least, here is a photo of a puma. I know you were hoping for this.


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