I was inspired to write this post from one of the real estate business blogs I read regularly, Inman News. This post was written by Katie Lance, and she hit the nail right on the head about paying attention to the details. It’s the little details that make the biggest difference to your clients and in your success at running, growing and sustaining your business.
This article was directed specifically to real estate agents and can be read here: Are You Creating Disney Magic in Your Real Estate Business? I was inspired by this great article to put the same spin on small business and ask if you feel you’re creating the magic for your customers in your business. The type of magic that sets you apart from every other small (or large) business out there you’re competing with?
In Katie’s article, she shares that when Disney remodeled their California Adventure theme park, they spent nearly the same on the remodel as they initially spent building the park. That blew me away! The cost to build the park, 1.4 billion, the cost to remodel it, 1.1 billion and five years! If you’ve ever been to a Disney park, you had to have noticed how clean it is, how nothing is ever “worn out”, has chipped paint, or is out of place…EVER… You also likely got caught up in the magic due to how every little detail has been thought of, thought about, thought through, prepared for and handled. It is perfection and it’s perfection every day, 365 days a year, you always know what to expect and Disney NEVER disappoints.
What does this have to do with small business?
Your image, your brand is everything in any sort of business, be it big or small. Your image shows in the details and begins with your first impression, which in my mind is either your business card of your website.
Pardon me for a moment while I get on my “soap box” about one of my biggest pet peeves…the “cheap business card“. It’s a far more searched term on Google than “quality business cards,” which speaks volumes about what the general population of small business owners are committed to.
Your business card IS in most cases your first impression and there is no excuse for having a bad business card. In the age of digital printing, they are way too inexpensive to have designed and printed properly for you not to have your business cards done properly and professionally.
Question: If you don’t take your business seriously enough to have a nice and professionally printed business card, how can the people you hand it to?
Answer…they can’t…and they won’t.
Get serious when you get your business cards printed and make sure they are printed on a thick 14/16 pt card stock with a UV coating on them and that they are designed, prepared and set-up by a graphics designer.
What about marketing materials?
Would Walt Disney have allowed a marketing piece to be handed out that had type-O’s on it? I think not..enough said! Make sure you proof read your work AND have someone else proofread it too. There is no excuse for type-O’s and misspelled words, especially with spell check being part of most programs we all use daily. (I do have a passion for helping you avoid this as the person who has looked like an “ass” putting out marketing materials with type-o’s on it!)
Make sure any of the images you use in your marketing are good quality images. Nothing says “cheap” or unprofessional more than looking at a marketing piece with images that are pixelated and look blurry. If you don’t have a good quality image of your logo, have it recreated by a graphics designer so you do print ready artwork. Including poor quality images does more harm to your image and your reputation than good. Can you imagine Disney putting out images that aren’t crisp and clear? The Disney logo being printed blurry/pixelated because no one could find a quality one on file??? Not a chance! Why shouldn’t you hold your business to the same standard, it certainly worked out well for Walt Disney?
Keep your website up to date and current. If you blog, blog regularly and about current events that are of interest to your audience. If your last blog post is dated two years ago, it says something about you and your business and what “it” says isn’t good. Make sure your website provides contact information that is easy to locate, contact forms are also a great form of communication for many people who wish to remain anonymous until they feel comfortable to reveal who they are.
I could go on and on, but will wrap up this post with one final thought. There was a time a few years back when the acronym WWJD (What Would Jesus Do) was popular and used frequently among my children/at school. The next time you do something related to your business ask yourself “What Would Disney Do” – “WWDD”??? If Walt Disney were alive today and he was consulting you in your business, what do you think he would find acceptable or suggest?
P.S. Side note…because I’ve mentioned the late Walt Disney, I also wanted to brag a bit on my grandmother who told us of when she dated Walt Disney in high school. She’s no longer with us, so I can’t confirm the details of it, but she spoke of his attention to detail even as a teen.