A few weeks ago I was driving the down the A3 and had to smile as I overtook a small van.
It belonged to a decorator and the company name was emblazoned over it side and rear supported with the strapline … ‘decorative specialists’.
The image that came to mind was a bunch of Laurence Llewelyn-Bowen-types standing around trying to look lovely – but not doing much of anything useful … so, probably not quite the vision this particular company intended!
Okay, the example is a harmless mis-use of an adjective but it does affect my reaction to their business.
And, there is an important lesson here for anyone running a small business and that is:
Never underestimate the importance of well written copy …
It’s always a good idea to ask someone else to act as ‘fresh pair of eyes’, be that to check your strapline or a full proof-reading exercise.
Just as a professionally printed leaflet will look better than something that has been hastily cobbled together and badly photocopied because the inks are running out, sending out marketing messages that are poorly written will not fill any of your potential customers with confidence in your ability to deliver a good service.
At the end of the day it’s all about how people perceive you and your business.
And, never forget that those first impressions really do count
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