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Meet Samantha Dickinson of Coraggio Consulting in Venice

Today we’d like to introduce you to Samantha Dickinson.

Thanks for sharing your story with us Samantha. So, let’s start at the beginning and we can move on from there.
After spending over 20 years in the wine business and about five in tech, I had joked too many times that I was a ‘marketing person stuck in a salesperson’s life’, so I decided to pull up my sales tracks and lay them alongside their natural partner: marketing. Figuring out what makes a brand catch fire is the way I think and how I have been approaching my business all these years. The consulting part is this: I’m an entrepreneur, through and through. I confirmed this when I built a mobile app from idea to launch on a bootstrap a few years ago. It was bumpy but I found that the oxygen I was breathing every day… it was better. Deep inhale. So that became my new normal. Now I get to dive deep into other people’s dreams and work on varying projects over time. Great for me because it feeds my insatiable appetite for finding points of ignition… great for you because you get the benefit of the learning that come from working with multiple brands and across many categories.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Suuuuuper bumpy in the beginning! I had heard from every consultant I knew, “The first year is tough”… and it was. My first six months, I tried focusing solely on the industry I knew the most. Makes sense, right? It didn’t work. I started offering my services for free just to cut my teeth…it was brutal. Then, all of a sudden, things just started working. An unexpected connection popped through my network and suddenly, I was working in cannabis, then skincare, then bee farming… the diversity kept rolling and I have loved it. Lesson: Be open to what the Universe wants to bring you!

The other big struggle is lumpy income. I’ve hired a financial advisor to help me manage it and that has been a game-changer for me.

Yet another – learning your wheelhouse. When I started out, I wanted to be all things to all people, and that was a grind. I burned a lot of energy wearing too many hats. I needed to figure out what I’m best at AND what I like doing the most…they go together. Identify that and lean in hard is my advice.

We’d love to hear more about your work and what you are currently focused on. What else should we know?
These are a few key differentiators…

1) My wheelhouse is helping brands clearly identify their ‘secret sauce’ (or unique selling proposition), create crystal clear messaging it, and then making sure they don’t mess it up. It’s super easy to leave your best stuff on the cutting room floor, I see it all the time. Companies – mature and new – often feel so much pressure from the market, understandably, that they don’t give themselves permission to own who they are, articulate that well, and anchor it in the center of their value proposition. I don’t want to just put some messaging together for you, I want to get into the soul of your brand and make sure that comes across in everything you do.

2) I’m not a BS marketer. I come from many years on the sales side, so I have a deep appreciation for how things play out ‘on the street’. I cannot stand big bold statements that aren’t true, or currently popular messages that are actually generic, and I don’t like sexy marketing for the sake of sexy. There is a lot of beautiful marketing out there – and it’s important to look beautiful in marketing, don’t get me wrong – but it’s often at the expense of clarity and truth. Clarity leads to conversion. Truth leads to trust. I focus on those.

3) Every company/brand should be the same online as it is IRL. I see a huge gap between what a company is and offers and what I see in their online presence in almost every client. If a consumer can’t see or read something on your website, it doesn’t exist.

What were you like growing up?
Social and curious about people. I have always loved and thrived on the fact that I can make a friend for life in a business environment, or learn a life-altering lesson in a two-floor elevator ride.

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