I think it is because people will not spend even half of what they do on their wardrobe and the latest gadgets on investing in their own company’s future, or its image.
This is a trend that befuddles me. The list of things than people go out and spend money on in order to improve their image in the eyes of their friends or even people they don’t know is endless. Watches, jewelry, shoes, suits, coats, purses, even gadgets like i-phones, i-pods, and the latest in sunglasses. However, somehow, investing in their company’s image becomes a competition of how little they spent on something. And, it usually shows.
There is a reason why that $19.95 business card cost that. You look like an amateur.
When they ask you how much a good logo design or brochure will cost them, their eyeballs pop out of their head and they break out in a cold sweat. As if a gadget that costs a half a month’s income for many people is somehow perfectly acceptable to them, but, a few hours of their consulting fees to pay for good graphic design or a day’s worth of billing to cover printing costs is unfathomable.
For several years now this very common way of thinking amongst many small business owners has had me confused. They will joyfully show up to the latest networking lunch and exclaim with glee that they just got the latest wafer thin purple cell phone and it only cost them x dollars because they renewed their contract with their cell company. But ask them to spend that on anything to do with their very own business which is supposed to be their future, and they cringe.
A nice pair of shoes and a great looking watch is somehow different than a great looking business card and collateral when it comes to your image? People are always asking me, “what is it that the very well dressed woman at our weekly lunch meeting does?” They remember she was well dressed, but now what she does.
So, tell me, why is it that the majority of new small businesses fail?
Tags: Graphic Design, investment, Marketing, small business, success
April 15, 2008 at 2:51 am
Dave –
The majority of new businesses that fail have very little to do with the fact that they may have gotten low-end business cards. The low-end business advice usually gets them in the kisser. In my opinion and in those of other successful entrepreneurs and consultants – the expensive shoes, and wardrobe do a lot more for a business man or woman than the expensive cards or brochure will. I am not in disagreement with you – a company must brand itself to succeed – but first – the owners must brand themselves if the company is to stand a fighting chance. Thy must secure a vision and a concise plan – and be decisive in all their actions – great business cards included.
Your thoughts are great – drop me a line if you get a chance…
Benny
http://www.ya-ttitude.com
April 15, 2008 at 5:09 am
Benny, the business card was just an example. The idea has more to do with the typical small business owner not being able to make a connection that their marketing materials are just as much a part of their image as how they, themselves look.
Thanks for the reply!
April 15, 2008 at 1:06 pm
Oh I agree, the marketing materials are an important part of the successful business. I think it is multi-faceted. They need a functional web-site, brochures, hand outs, flyers and a plan that wraps the whole thing up in an easy-to-use little package. They also need marketing materials of the mind. They need to know how to present themselves as well as how to present their company.
Benny