We all know that both god and the devil are in the details. When it comes to business, those details really matter. The problem is that no one person can keep up with all the details. Further complicating the issue is that many of the details don’t make any measurable difference. A lot of people end up getting stuck on things that, in the grand scheme of things, aren’t very important. Some detail-oriented business owners are their own, worst enemy.
That said, there are quite a few small details that end up making a very big difference on the bottom line. It is not just the things you implement, but also the things you fail to implement. You can’t try everything. Down that road lies madness. What you need is a full-proof method of picking out the handful of little things that will move the needle in the right direction. If you are a big company, you can afford to try a lot of things at once. Fail fast and succeed faster. By all means, don’t jump on every fad that gets trumpeted from the latest business books for dummies. Just don’t avoid the following marketing ideas:
Display Your Credentials
If you have a degree, certification, or license in a particular field, don’t be humble. Marketing is no place for humility. Have it enlarged, framed, and hung on the wall. Include the fact in all of your advertising. And let people know that you really do know what you’re doing. That is information people want to know. It doesn’t matter if you are well liked. You will not be hired by people who like you. Customers will seek out your services when they trust and respect you. They have to believe that you know what you’re doing, and can help them with their problem.
Even if you cannot go back to a campus to complete your degree, you can still get your online architecture degree. When it comes to something like architecture, people are not looking for competence. They are looking for expertise. Some businesses market their many years of experience. Others market their deep ties to the community. Those are good things. Your competitive advantage can be that you have the expertise to get the job done right.
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A Memorable Logo
Don’t give the job of making your company logo to your kid. This isn’t a learning opportunity or a morale booster for an enthusiastic 16 year old who is vaguely competent at drawing. You need to take your business more seriously than that. The importance of logo design for your business cannot be over-exaggerated. In many cases, it is the difference between people choosing your business or the one two doors down. When they see and remember your logo from a display ad, they are much more likely to give you a try because they feel like they are already familiar with your business.
There are many elements that go into making a good logo including the following:
- Graphical detail
Some logos evoke a sense of the familiar, satisfaction, and home. Some symbols have the opposite effect. When done right, a logo is shorthand for all the good things your business stands for.
A Social Media Campaign
We are well past the time when it was okay to be apathetic about social media. You are in business. And if you want to stay in business, someone should be talking about you on Facebook, Twitter, Instagram, and Pinterest. If you don’t know what all those sites are, stop what you are doing and hire someone who does. Those are the places where your next customers are. And if you have not heard of those places, billions of people have not heard of you. Facebook, alone, has roughly 2 billion users, You can’t afford to ignore a market that size. When it comes to media, you can either be prosocial or antisocial. Choose wisely.
Marketing is one of those areas where it has all been tried by someone. Not everything works the same way for every company. But most of the successful companies you can name have at least these three things in common: impressive credentials, a memorable logo, and a strong, social media presence.