A Tale of Messy Execution
The other day I returned home from a long day of making the marketing to find my front steps littered with about a dozen business cards. This isn’t the first time that it’s happened and it certainly won’t be the last. Many local businesses (painters, delivery restaurants, handymen, etc.) seem to rely exclusively on the one-two marketing punch of yellow pages and flyers.
It’s not a sophisticated technique, but going door to door in your local trading area and distributing flyers to generate awareness and stimulate trial of your company makes excellent sense. The cost is low and there’s practically no downside. Technology has made it increasingly easy and cheap to design and print business cards, flyers or menus.
But all companies, large and small, should always make sure that their message isn’t undermined by the delivery of the message.
The cleaning company that covered my steps with their business cards won’t ever get the chance to prove to me that they’re a good cleaner with competitive rates and conscientious customer service. They might actually be all of those things. But who would hire a cleaner that’s proven themselves to be adept at making – rather than cleaning up – messes?
