Simply bear in mind four critical statements any small business owner is likely to make to you. At Herlihy Marketing Group, we created a direct-mail campaign for Pacific Bell to get small companies to sign up for voice mail. Copy on the reverse side was brief but powerful. Features are important, but a small-business owner has more important considerations than whether buttons on a new machine are red or blue. They're buying what happens when they push the buttons.
Small business has to be flexible to survive.
For that reason, owners want lots of options. If you're not, they'll want to know how they can reach you. Be sure to give them a chance to leave a message so you can get back to them. Promise a small-business owner something, and you have to follow through. Small-business margins are often thin, and a setback can be crippling.