April 02, 2006
Best Practices in Puffery
One of the hardest parts of starting a business is getting those first customers. Without a long track-record, potential customers may not want to take the risk of you going out of business or of you not providing top-quality service. Some practices that I've seen over the years are:
- Use 'We' instead of 'I'
- Have a live person answering your phone calls
- Have a professional-sounding address
- Have a 1-800 Number
- Have an older person recording for your voice mail greeting
- Spend extra $ on touch points (business cards, brochure, letterhead, etc.)
- Wear corporate-style clothes
- Apply for awards
- Ask for testimonials
Personal Gripe: When talking with another entrepreneur, hold back on the puffery!! They can see right through it!
Posted at April 2, 2006 03:06 PM
Hey Michael, Is the #1 in the best practices in Puffery supposed to be I instead of T. Just Checking, Jim Cooke
I think its rather cool when you can avoid all this ... But it sure can make things ten times more difficult!
Great post and list! I've seen those in many other young entrepreneurs I've talked to, and if I was honest, probably a couple in myself as well. ;)
Young entrepreneurs have a tight line to walk. There definitely is a need for showing potential clients, customers, and investors that you're serious about what you do. But ironically, taking yourself too seriously can cause you to lose opportunities by turning off people who see through your "professionalism".
