My buddy was at a conference recently and the presenter for his breakout session had a major typo in big bold letters at the top of one of his opening slides. My buddy couldn’t resist. He took a photo of this typo—and I’m talking not just a single letter but a major butchering—and posted it with the comment, “Why am I listening to this guy for advice?”
After we all agreed the comment was a bit snarky and we all agreed the speaker probably had some good content, I couldn’t quite let this speaker off the hook. After all, even PowerPoint has spellcheck.
The real problem was that a major blunder like this on something so easily proofread and corrected meant two things …
- The guy wasn’t prepared. He hadn’t given his presentation enough time to check for errors which sent the signal that the rest of his presentation was hastily slapped together, too.
- My buddy was so turned off and distracted by one little misstep, that he missed the message.
Your business sends similar signals to customers all the time. When you have typos or grammar mistakes in your signs and posters and emails and social media posts, you send the signal to many of your customers that you hastily slapped things together. You distract them with these errors and keep them from seeing what you want them to see.
It doesn’t have to be typos either. It can be a staff that is ill-prepared for an event or special offering. It can be contradicting terms from two different sales people. It can be trash by the front door. It can be poorly merchandised areas of your store. It can be dust. It can be a messy bathroom. It can be an answering machine with the wrong hours because the seasons have changed. It can be a website with the wrong hours. It can be a funny smell coming from the backroom staff area. It can be an old, faded, worn-out, been there since the 90’s sign that has a corner missing. It can be footprints of mud leading back to the model section from the work boots of one of your best customers. It can be disheveled clothing on your staff. It can be music that is too loud or too harsh for your shopping environment. It can be window and door glass with smudged finger and hand-prints. It can be products not matching the shelf signs.
It doesn’t have to be much to distract your customers from your awesome staff and fabulous product selection. That little typo can do more damage to your branding than the thousands of dollars you spend on advertising can do good. Yes, those little things mean a lot.
The band Van Halen used to put a clause in their contracts asking for M&M’s with all of a certain color removed. A lot of people thought they must be divas because of that. I was part of that crowd until I heard an interview with David Lee Roth, the acrobatic lead singer who used to fly around the stage. He said they had very intricate, detailed instructions for how to assemble the stage for his safety. If the show organizers were detailed enough to do the M&M’s right (something small and trivial in the grand scheme of things), he had more confidence the stage would be built right. Yes, those little things mean a lot.
You have a fabulous staff and wonderful products. Don’t do anything that signals the customer otherwise. Don’t do anything that distracts the customer from the prize. Yes, those little things mean a lot.
PS There was another lesson from that presentation about bullet points, but I’ll save that for another day. You have enough to do looking for all those little distractions that mean a lot.
Phil, Just want to let you know how much I enjoy getting your newsletter. It always teaches me something new and makes me think! I own a retail quilt store and always find something valuable to apply to my business. Thanks for being there for the little guy!
Thanks Cyndi! I plan to keep being here as long as I can add value to your store and others like you.