Business is in the details

This past week, I conducted a special training of my Systematic Magic process for Copywriters, Coaches, Consultants and Info-Marketers. One of my favorite topics is "attention to detail". Walt was fanatical about the details of his movies and Disneyland. For example: Overhead, in the decorative moldings of the ceiling of the Be Our Guest restaurant at Beauty And The Beast Castle at Disney World, ordinary and customary little rosettes or circles have been (more expensively and painstakingly) replaced with little carvings of the Beast’s head. Since 70%, 80%, maybe 90% of the visitors may never look up, and if they don't consciously notice this, why do it? There are the 10% who do look up and do “get it”. They are probably the 10% most valuable, most committed customers. It matters to them. These are the clients who will continue to come back to YOU time and time again. Ok, so you don't own a restaurant or a theme park... What's this got to do with me? It means that EVERY detail in your business matters. Every detail is either helping or hurting your clients experience. In a world awash in sameness, commodity businesses, and lookalikes, the smallest details matter even more. According to Harry Beckwith in his book "Selling the Invisible" the more alike two services/businesses are, the more important each difference becomes. And with meaningful differences difficult to find, prospects and clients are looking at the seemingly trivial differences; wall color in your office, images on your website, the perfume of the sales person or girth and weight of the brochure. If your prospects are unable to see the real differences between businesses, they will look for clues to differences elsewhere. These become the true separators of services. Effective client experiences are the careful and deliberate focus and management of the seemingly inconsequential. In other words, you should be accentuating the trivial.

Remember, you won't profit unless you implement!