Small Business Marketing by Jillian Shaw Marketing, Advertising & Public Relations for the Small Business

Guerrilla Marketing Book Review – Attention to Detail!

Attention to Detail, Small Business!

In the Army, I heard this a gazillion times: “Attention to detail, Soldier!”  From making up bunks to loading grenade launchers, attention to detail is very important.  It’s the way a Soldier should approach every moment.  Small  business owners should adopt this mentality, too.  Pay attention to every detail in your store, of your customers, on your website, in your products, in your employees.  Every detail is a reflection of you and your business, and even the smallest detail can make or break attracting repeat business.

Levinson approaches this topic in Guerrilla Marketing, too.

“Traditional marketing is, for the most part, unintentional.  Although it embraces the big guns of marketing – radio, TV, newspapers, magazines, and Web sites – it tends to ignore the little details, such as how your phone is answered, the decor of your office, the attire worn by your employees.  Guerrilla marketing is always intentional. It pays close attention to all the details of contact with the outside world, ignoring nothing and realizing the stunning importance of those tiny but supercharges details.”

I think this is particularly important with the in-store experience.  Say you’re an old lady with a lovely little consignment shop that you run out of a converted two-bedroom house.  The secret ingredients of success for this type of place is in the details.  It’s the light scented candle burning at the front of the store.  It’s the soft music playing.  It’s the smile and warm greeting upon entrance.  It’s the soft ding of the door bell.  It’s the wind chimes on the front porch.  It’s the fresh coat of paint on the pink and green shingle out front.  It’s the well-manicured landscaping leading up to the door of the store.  You can buy somebody else’s used clothes anywhere.  All these little details come together, however, to give the customer an experience they can’t get anywhere else.

Take a look around your store and see if you can find some small things that could be improved to make your in-store experience a little bit nicer.  Check your attitude as well.  It could be the difference between a customer who comes in once and one who returns fifty times.

Jillian's Currently Reading: Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business
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