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Are you a “big picture person” or are you known for your attention to detail? In business, each approach has its place. Often the trick is to know which is more important in any given situation.

This month I take a look at some of the details that can trip people up. What details are most important in your business? And what are you doing to ensure that they get handled properly?


You’ve heard it before: To fail to plan is to plan to fail. If you’re running a business, having business and marketing plans in place is a must. But when it comes to executing those plans, some people are so focused on the big picture that they forget about the importance of the details. And it’s the details that can often make or break your success.

For example…

Tracking Responses – I’m always shocked by the number of companies that send out direct mail or email, run print ads, make cold calls, etc., and then fail to track the results of their efforts. Tracking results lets you see what’s working and what isn’t. If you don’t track results, you’re just spending your money blindly.

Making Personal Connections – In today’s electronic age, many people underestimate the importance of personal contact. Next time you need to communicate with one of your clients, don’t just send an email or text. Instead, pick up the phone and have a chat, or make plans to get together in person. Strong relationships foster client loyalty – and make life more enjoyable, too.

Proofreading – Nothing says “unprofessional” like a written piece that’s filled with errors. Even worse, some mistakes will actually change your writing’s meaning. For example, “Locked away in a drawer, he found the contract” has a very different meaning than “He found the contract locked away in a drawer”! For some great proofreading tips, see my article on Proofreading 101.

Staying on Schedule – Newsletters and other on-going marketing programs can be very effective at keeping your company top-of-mind. That is, of course, if you actually send your pieces out regularly. Do whatever you need to do to keep your marketing plan on schedule. Don’t let your monthly marketing piece become a quarterly or semi-annual affair!

What Others Are Saying

"Each time I work with Linda, I am reminded just how well she understands marketing. Linda understands the principles of marketing on a psychological level. She sees the bigger picture. She is pragmatic, insightful and incredibly fast."

Kristine Putt,
Owner and Brand Identity Designer, Paragon Moon