061 The Invisible Touch – The Small Stuff
The Third Key: Packaging
I've always loved simple statements and sayings.
To say someone is "well-grounded" really means this person is earthy, of or from the earth. Even like a flower child who was really well-grounded.
Harry Beckwith points out one in this section of his book that I had never heard described before: well-heeled.
People often shine their shoes, make sure to wear an attractive suit, wash and comb their hair.
But when it comes to the heels of their shoes, they often let that repair go until they get some more money. So to say someone is well-heeled (and not down-in-the-heel) it has to do with the physical condition of their shoes – or at least that is where the expression started.
Handle It Like Gold
Years ago when I was the VP for Marketing at Jackson-Cross Company and we hosted clients for meetings about our representing them in their real estate sale, we met in our largest conference room which we called The Board Room.
I learned how to present the proposal as if it were gold.
Think about it:
If someone hands you a report with care and gently places it in front of you like it was the finest-quality dinner, you'd think totally different about it than if the person handing out the report tossed it across the table to you.
Think about that the next time a waiter serves your dinner – do you feel they treat it with extra care and respect, or do they basically TOSS it at you?
Do YOU handle details as if you REALLY care about them? Because if you do NOT, your customers and clients will pick up on it very quickly.
Or your business cards – are they printed on your ink-jet printer on micro-perforated card stock which SCREAMS that you are cheap and don't run a real business.
Or your email address is to AOL or Google and not to your business's address?
Though some people profess that they don't sweat the small stuff (and it's ALL small stuff), I recommend that you take CARE of the small details so they don't become a problem.
And remember your heels – keep them looking good so that people can tell when you ENTER or LEAVE a room that you really care – and no detail that will help them will go unnoticed when they hire you.
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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Fallacies of Marketing
061 The Invisible Touch – The Small Stuff
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