You’re a little company, now act like one (2009)

by Jason Cohen on August 31, 2009 You’re afraid that looking like being a small company means you’ll lose sales. It’s actually the opposite – you’re alienating your best customers. I talk to a lot of companies that are still hunting for customer #1, or a few sales have been made but the ball isn’t rolling yet. Most of them are making the same mistake: Their public persona is exactly wrong. I know, because I made the same mistake! But I learned my lesson, and I’d like to share it with you. Nobody’s this happy about installing new software. Even before I had a single customer, I “knew” it was important to look professional. My website would need to look and feel like a “real company.” I need culture-neutral language complementing culturally-diverse clip-art photos of frighteningly chipper co-workers huddled around a laptop, awash in the thrill of configuring a JDBC connection to SQL Server 2008. It also means adopting typical “marketing-speak,” so my “About Us” page started with: ... Read full article.