In Customer Experience, Leadership, Retail


As the threat of a trade war looms, small business owners in the United States now more than ever need actionable steps to improve customer experience for every brand interaction, from the first web search to post-transaction. A new business book titled “The Soulful Experience” was written with these 28 million small businesses in mind, and provides unique insight on strategic planning, employee culture and leadership from the perspective of a senior marketing expert with over 20 years of experience in retail, jewelry, wedding and education industries.

DENVER, COLORADO, APRIL 9, 2018 — Small business owners have been facing doom and gloom since the advent of big-box stores. Retailers in particular face daily challenges from online players who offer lower prices, free delivery and in many cases better customer service. Now even a local mom-and-pop shop must figure out how to navigate the omni-channel road in order to remain relevant. Although many big-box stores like Toys “R” Us are going by the wayside, providing a glimmer of hope for local retailers who have been clawing and scratching to stay in business, a potential trade war with China threatens not only soybean farmers in the Midwest but many of the 28 million small businesses across the United States, with nearly five million of these companies employing up to 500 people.

A new book titled “The Soulful Experience: Take Your Company from So-So to Soulful and Exceed the Expectations of Your Customers – and Employees” written by marketing executive Diane P. Ferraro, provides practical marketing, leadership, company culture and general business advice. This business book is fast-paced and can be read on a short flight or in an evening, and is intended for CEOs, entrepreneurs, managers and aspiring leaders of small, mid-sized and family-run companies. “The Soulful Experience” is now available on Amazon and Barnes & Noble for $11.95.

The target audience for The Soulful Experience is time-strapped small business owners and managers who are ready to make a change and not only keep their organization afloat, but see it rise with the tide along with improved revenue and profits.

Nearly every entrepreneur and small business owner I know speaks of the internet effect and is worried about the future of retail.” stated Diane P. Ferraro, author of ‘The Soulful Experience.’ “The same concern is heard not only from retailers but from ‘mom & pop’ bakeries, salons, restaurants and other service providers who see national chains encroaching on their territory with unbeatable discounts, a huge team of low-paid employees and extended store hours. Combine these real fears with the possibility of a trade war with China, and business owners might want to bury their heads in the sand. This easy-to-read book will give confidence to leaders of small and mid-sized organizations and encourage them to get back in the game, focus on what they do best, and take their brand experience to new heights.”

“This book touches on three things that make any business better:  leadership, company culture, and providing a top-notch customer experience.  Diane’s extensive background in marketing and branding coupled with her high level of emotional intelligence make this book a must-read for business owners who want to have the extra edge in appealing to not only potential customers, but also to their employees, who are the true soul of any successful company.” – Linda Williams, Senior Corporate Paralegal

About Author Diane P. Ferraro and The Soulful Experience

Diane P. Ferraro has over 20 years of senior-level marketing and branding experience in fine jewelry, wedding services, retail and educational products. Her passion is working with entrepreneurs and leaders at small, mid-size and start-up businesses, and setting them up for long-term success. The ultimate goal is to “get the win” when competing with big boxes, national chains and internet giants and create a Soulful Experience that customers – and employees – will love.

Diane founded The Soulful Experience agency to help set small businesses, local brands, retail stores, hospitality and service providers apart from the competition. She consults on strategy, branding, training, advertising, social media, in-store and online user experience, content, story-telling, public relations, promotions, company culture, and good old-fashioned customer service.

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Interview, Media or Public Speaking Requests

Diane P. Ferraro

Phone: 626-222-9388

Email: diane (@)


Diane-Ferraro-The Soulful Experience marketing business book cover author diane ferraro

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