Often, the conventional way of doing things is so ingrained that it becomes impossible to see it objectively anymore. You’ve probably seen a banner outside a medical practice – doctor, dentist, etc. – that reads, “Now Accepting New Patients.” What message does this send? If the message is “New patients welcome here” or “We love new patients” or “New patients love it here,” does it change what you think about that practice? Now look at your own marketing. Are you accepting or embracing new customers, allowing them in or welcoming them? What one thing could you change to make your message – and your brand – more inviting?