Alright – so today we’ve got the honor of introducing you to David Leta. We think you’ll enjoy our conversation, we’ve shared it below.

Hi David, thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Why I Don’t Follow Standard Marketing Rules — And Why That’s Good News for My Clients

I’d like to share what I’ve learned after working with so many small business owners, solo entrepreneurs, and professionals like attorneys and financial advisors:

Standard marketing is safe… but it’s also invisible.

And if you’re invisible, it doesn’t matter how good you are at what you do—people won’t remember you, and they definitely won’t refer you.

That’s why I don’t follow the standard marketing playbook because those rules don’t help the small practice or business. I believe marketing should be unexpected, memorable, and shareable—because that’s what actually gets people talking about you.

Here’s the Difference: Awareness vs. Attention

A lot of marketing is designed to make sure people see you.

But that’s not enough.
Wouldn’t you rather be remembered, not just noticed? I do that by creating experiences and strategies that look, feel, and sound different—sometimes even a little risky—while staying consistent with a client’s brand. It works.

The Dinner That Changed Everything

Let me tell you about one of my favorite projects.

I was working with a financial advisor—brilliant at what he does, a great storyteller, and, funny enough, an aspiring chef in a past life. His target audience? Business owners thinking about exiting or transitioning their companies. Bright, busy people. Not easy to impress.

He had been doing what many wealth managers do:
Seminars. Slide decks. Follow-up packets.
And what did he get in return? Low turnout and even lower engagement.

So, I asked him a simple question:
“What if you stopped presenting… and started hosting?”
He looked at me…paused, and started to smile.

Then I said:
“You cook the dinner. Invite business owners to the table. Tell stories. Get them talking. Make it fun.”
And that’s precisely what we did.

We hosted a private dinner. He made the meal himself, even added a take-home dessert. No pitch, no hard sell—just meaningful conversation, laughter, Q&A, and shared experience.

And the outcome?
They loved it.
Guests thanked him. They followed up.

Some became clients; Some wanted more questions answered.

And—here’s the kicker—they wanted to come back… and bring others.
Why did it work?

Because it was everything great marketing should be:
Unexpected. Memorable. Shareable.
It wasn’t another pitch.
It was a story they couldn’t wait to tell.

I’m Not Just a Marketing Manager—I’m a “Hired Gun”

I don’t offer cookie-cutter plans. I come in, figure out what’s working, what’s not, and what’s missing—then I build and implement strategies to get my client’s name in their prospects heads and your business on their calendar.

That might mean:
• Arranging speaking engagements with a targeted audience
• Build and craft their personal brand so they become the obvious choice.
• Fixing the holes in their online and offline marketing that are costing them leads.
• Crafting creative ways to get people to talk about, refer to, and remember them.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

If this is your first time meeting me, I’m David Leta, founder of The Business Image. And if you’re wondering how a guy like me ended up helping legal, financial, and solo business professionals build unforgettable brands and attract the right clients—let me take you back to the beginning.

Before I was ever a marketing manager, I was an artist.

Right out of art school, I worked as a professional illustrator and art director for some big-name sporting magazines. I loved it. Every day, I got to create, collaborate, and bring stories to life through visuals. And then, I met her—Karen, the love of my life—and I knew it was time to start building a future.

So, I started a sign business.

It was the kind of leap-of-faith decision that makes you grow up fast—but it was also the best thing I could’ve done. That business not only scratched my creative itch, but it also introduced me to a new world: entrepreneurs and solo professionals who were incredibly good at what they did… but didn’t know how to tell their story.

They needed help with signs, sure—but also logos, brochures, business cards, websites, and eventually full-blown marketing strategy. And in the ’80s and ’90s, marketing wasn’t something you could just Google. So, I rolled up my sleeves and got school on how to brand, promote, and grow businesses—one project at a time.
That’s how The Business Image was born.

Over time, I realized that what I really do isn’t just about making things look good (although I’m passionate about that too). It’s about positioning professionals as the ONLY solution their clients need—and helping them show up confidently, clearly, and consistently, both online and off.

My very first clients were law firms, financial practices, and solo businesses. And while they all had different goals, they shared one big challenge:

They didn’t need more marketing noise. They needed a guide.
Someone who could pull their expertise out of their head and help the world see it, hear it, and trust it.

So, I became that guy. The creative partner. The implementer. The “hired gun” when they needed someone to step in and make things happen.

Today, here’s what I do best for my clients:
• I help my clients build a brand that gets remembered
• I get them booked to speak and share your expertise
• I handle the marketing initiatives they don’t have time for
• I create strategies that attract better clients and increase referrals
• I make sure their message is unexpected, memorable, and shareable

What makes me different?
I don’t hand my clients a marketing checklist and walk away.
I help my clients create something that feels authentic to them—while also being smart, strategic, and client-focused. I take what they say and do and craft a personal brand that actually connects with the people you want to serve.
That’s my superpower.

And it’s helped countless professionals go from “just another provider” to trusted expert—invited to speak, featured in interviews, and growing with purpose.

What I’m Most Proud Of

Beyond my work with clients, I’m incredibly proud of the fundraiser my wife Karen and I created: The Leta Kids’ Pumpkin Express. For 25 years, we brought our community together—artists, neighbors, families—to paint pumpkins and raise funds for juvenile diabetes research.
It was joyful, creative, meaningful… and yes, unforgettable.
Just like the kind of marketing I strive to create for my clients.

Warm regards,
David Leta
Marketing Manager & Creative Consultant
908-278-6335
[email protected]
linkedin.com/in/davidpleta

Can you share one of your favorite marketing or sales stories?

The Monster Truck That Drove Home the Sale

Sometimes, the best marketing doesn’t look like marketing at all.

I was working with a CPA who wanted to grow his practice by attracting more construction company owners—CEOs, principals, and the folks in the dirt making the decisions. The challenge? They didn’t know him, didn’t trust him, and frankly, weren’t paying attention.

His current plan was to “run into them” at trade shows or maybe try some ads.

My gut said nope. Ads wouldn’t cut it. Running into them? It’s even less reliable. We needed something bold, different, and unforgettable.

So, I introduced him to a concept I call the “Metaphor Gift.”
What’s a metaphor gift? It’s a physical item that is a metaphor for the exact problem you solve—and gets delivered right to the hands of your ideal client.

In this case, the CPA had a beautiful way of describing what he did. He told me:

“I help construction businesses ride through the rough terrain of accounting and compliance.”

Boom. That was it.
I knew exactly what we had to do.

We sent remote-control monster trucks—yes, monster trucks—each one packaged with a clever letter of introduction using the CPAs jargon and clearly explaining how he helps construction businesses navigate bumps, ruts, and financial potholes.

Was it risky? A little.
Did it feel weird to him at first? Absolutely.
He was used to structured ideas, ads, and “what everyone else does.”

But I believed in it.
Because marketing only works when it gets noticed. And nothing stands out in a sea of bland like a tiny monster truck crashing onto a CEO’s desk.

And then… it worked.

The contractors didn’t just notice.
They remembered him.
They talked about him.
And most importantly, they understood precisely what he did—and how it applied to them.

The CPA finally had an identity that differentiated him from every other buttoned-up tax guy on the block. And I got what every creative marketing mind dreams of: validation.

Would I do it again?

In a heartbeat.
In fact, I’ve done variations of this dozens of times now—because when you take a risk that’s rooted in truth, personality, and relevance, it pays off.

And what did I learn?

Sometimes your best pitch doesn’t come from your own cleverness. It comes from listening to your client—hearing how they describe their value—and turning that into something bold, tangible, and unforgettable.

How do you keep in touch with clients and foster brand loyalty?

Staying Connected: How I Keep Clients Close and Conversations Going

I’ve always believed that marketing is personal.

It’s not just about logos, campaigns, or funnels. It’s about people—how we connect, how we communicate, and how we make others feel seen, heard, and appreciated.

That belief doesn’t stop once the project ends. In fact, some of the most meaningful client moments happen after the campaign is launched or the strategy is handed over. That’s why I’ve made it a point to stay in touch in ways that feel real, thoughtful, and uniquely “me.”
One of my favorite things to do?
Send a handwritten card.
Sometimes, it’s for a milestone, a birthday, or to say, “You’ve been on my mind.”
No templates. No pre-written scripts. I will add a funny picture or something relevant. These are just a few words that let my clients know I’m thinking and appreciate them. Because in a world of inboxes and algorithms, a little ink on paper still goes a long way.

I also make it a habit to recap every conversation in an email, even if it’s just a quick one-on-one meeting. I know that clarity builds trust, and I want my clients to feel like I’ve got my arms around the details.
It’s a small touch, but it goes a long way in making sure we’re always on the same page.

When I see a client making waves or sharing something valuable on LinkedIn, I don’t scroll past it—I jump in. I like, comment, and repost their wins or insights. Not because I have to but because I’m genuinely proud of the work they’re doing.
I want their audience—and mine—to see what I see: a smart, capable professional worth paying attention to.

And if I notice something wonderful about a client or colleague, I say so.
A sincere compliment costs nothing—but it’s remembered forever.*
Sometimes, it’s their energy. Sometimes, it’s a line they said that stuck with me.
Sometimes, it’s just, “You crushed that presentation, and I’m still thinking about it.”
People don’t hear that enough. I like to change that.
I also host events—from client mixers to speed networking sessions, not for the spotlight but for the connection. I bring people together who should know each other.
And often, I’ll make introductions behind the scenes, too. Whether it’s to a media contact, a speaking opportunity, or another professional in my circle, I love being the guy who says, “Hey, I think you two need to meet.”

All of this is part of what I consider my job—but more importantly, make it who you are.

Because I’m not just here to manage their marketing.
I’m here to help them grow, stay top-of-mind, and feel supported every step of the way.

Marketing that’s unexpected, memorable, and shareable?
That’s my brand.

But staying connected in a way that feels genuine and lasting?

That’s my heart.

Contact Info:

• Website: https://thebusinessimage.com
• Linkedin: https://www.linkedin.com/in/davidpleta/
• Other: David Leta
  Marketing Manager and Word-of-Mouth Specialist for legal, financial, and entrepreneurial individuals
  C: 908-278-6335
  E: [email protected]
  L: linkedin.com/in/davidpleta