About Peridot Publishing

Founded in 2004, the mission of Peridot Publishing is “informing, connecting and inspiring communities.” The company produces and distributes a combined 16,000 copies of a pair of free annual publications, the Liberty Lake Guide and Spokane Valley Guide. The latter doubles as the annual membership directory for the Greater Spokane Valley Chamber of Commerce. The publications are distributed in May.

For more than a decade, Chief Storyteller Josh Johnson has worked with hundreds of local small businesses, helping them connect to customers in Spokane Valley and Liberty Lake. He purchased The Liberty Lake Splash community newspaper in March 2004 and published it for 12 years before selling it in early 2016. He founded another community newspaper, The Spokane Valley Current, in February 2012 before selling that publication along with The Splash.

Today, he helps local businesses improve their marketing messages by focusing on the same kinds of principles that draw people into a good story.

Four Shifts to Unlock Your Marketing

Have you ever thought, “If only more people knew how we could help them, we would really take off?”

Let me guess. The thought felt overwhelming. How will you connect with these people? And if you do, how can you know the message you are trying to get across is being heard? And the worst part of all: How much money will you flush down the drain before you start unlocking the answers to these questions? It’s enough to scare people away from taking any action at all, which of course is just a cheaper way of still not solving the problem.

I understand. I wrestled with the same anxiety after I bought my hometown newspaper, The Liberty Lake Splash, when I was 26 years old. We quickly hit it off with readers, but I struggled getting consistent results for our advertisers. There would be times I would get feedback from advertisers who ran side-by-side in the same issue — one announcing a home run, the other frustrated about not getting a single hit. What gives?

It took me a while, but my background as a journalist turned out to be key to helping me spot the differences between the grand slam marketing effort and the strikeout. I learned that the principles of effective marketing overlap with the principles of telling a good story. Human beings intuitively connect with the concepts of story. It’s how we’re designed.

Unsure if your message is being heard? You don’t have to be. And you don’t have to break the bank by taking a shotgun approach to your marketing. The key is dialing in your message in much the same way you might grab someone’s attention with a great story.

You can learn more through a free resource we are offering this month.  Sign up for our marketing tips to connect you with customers in Spokane Valley and Liberty Lake and receive “Four Shifts to Unlock Your Marketing.”  These four tips will help you hone a message that can apply to any great medium, from email campaigns to social media to print advertising.

You can have confidence that your marketing will do what you need it to do: Connect your business with local customers.



And if your target market includes Spokane Valley and Liberty Lake, we would love to roll up our sleeves alongside you in crafting a compelling message that will get the attention of your target customer. You can learn more about that process here.