Entry for May 28, 2007

Here is an interesting lesson learned.
I have been trying to do some promotion of our business over the past few months. Business has been building steadily over the past few years, but I'm a believer in what I do - I think we're good lawyers. But I also think you need to keep your name out and about amongst the public. It's no use having shoes to sell if no-one knows where the shoe shop is.
As part of the awareness-raising exercise, I had some mouse mats printed. We've sent them out to customers and business contacts of one sort or another. My thinking was that it was a good way to promote our new website.
Anyway here is the lesson. I spent about £300 on the mousemats. I don't know if it's money well spent or not. I have sent out about 250 mousemats. The interesting thing is that one business - and one business only - took the trouble to write back to me personally and thank me for the gift. They mentioned they would take the time to check out the website. Curiously, it is a business that I have considerable respect for, but don't (at the moment) instruct.
Now. As I say, I spent £300 on the mats. The guy who replied spent about 25p on a stamp. I suspect that his letter to me was the better publicity. It was sincere, personal and downright impressive. It says " I am distinct from the other guys you sent these lousy mats to, not because I brand myself, but because I do things properly. I know how to behave."