Connection First. Marketing Second.

(Norfolk, Va., September 3, 2025) - I’ve always loved the first meeting with a potential client. It’s a bit like a first date—those early nerves give way to curiosity, storytelling and a quiet scan for the intangible “click” factor.

                Are we aligned in values? Do our communication styles mesh? Is there a mutual spark of curiosity and trust?

                I usually leave those conversations thinking less about budgets and timelines—and more about possibility.

Relationships First

                For me, doing marketing differently means putting real connection at the center of the work. At Evans & Company, I collaborate primarily with businesses and organizations across Virginia, where this kind of people-first approach often makes the biggest impact.

                In traditional agency models, clients can start to feel like line items on a checklist. Projects become transactional, communication gets templated and there’s little room for real connection.

                But when you take the time to understand someone—what drives them, what keeps them up at night, where they want to go—the strategy becomes sharper, the messaging more authentic and the wins more meaningful.

                I worked with a team-based client group for several years, and we developed a rhythm through bi-monthly lunch meetings. The work had many moving parts—managing their online presence, paid and earned media, promotions—and those informal gatherings gave each team member a seat at the table.

                We shared updates, connected the dots and enjoyed a few laughs, all while keeping our eye on the big picture.

                That relationship-first mindset created trust, clarity—and results.

The “Click” Factor

                Some of my favorite client relationships didn’t begin with strategy sessions. They began with laughter, shared experiences and conversations that wandered into books, music, travel or family. When that kind of natural rapport develops, the work flows more easily—and often exceeds expectations.

                That “click” is a gut feeling. I can’t measure it on a spreadsheet, but I trust it deeply.

                To be clear: when clients become friends, boundaries still matter. I stay accountable, strategic and focused on results. But with mutual trust, we’re free to take risks together. We can challenge each other. And that’s where great work thrives.

                In an industry that often runs on jargon and spin, people are craving something real. They want connection. They want to feel seen—not managed.

What does “Connection First, Marketing Second” mean to me?

                It means prioritizing relationships over transactions—taking time to understand clients, build trust and co-create strategies that reflect shared values and goals. It’s not just about media hits or clever campaigns. It’s about building partnerships rooted in trust, empathy and a shared vision.

                And the best kind of client connection? It’s the one where you leave a meeting feeling energized, inspired … and already looking forward to the next lunch date.

Elizabeth Evans is the founder of Evans & Company, a boutique marketing communications firm based in Norfolk, Va., serving businesses and organizations in Hampton Roads and beyond. With a career spanning senior roles at top Virginia agencies and more than a decade running her own consultancy, she helps clients craft and execute strategic marketing and public relations campaigns that drive real results. www.evansatwork.com