It should be an obvious tactic, but for most people it’s just an afterthought that occurs too late. I’ve recently started asking each of my clients for a letter of reference that I can use in my portfolio. All are willing and most are even eager to provide one, which is for me a sure sign that the client is happy. If ever one weren’t this would be a good way to uncover and address an issue… another reminder that a wrap-up meeting is a good idea at the end of a project. This is the natural time to review what’s been done, do any training necessary, and plan future steps. My favorite email response though, was this one:

Generally when you work on something that matters, you find yourself making a little extra effort to get everything just right. I may only be addressing the perfectionists in the crowd, but there are enough of us out there that it’s worth saying. Now, I don’t know if there’s an 80/20 rule for this, but there seems to be an 80/20 rule for everything else. So let’s suppose it takes 80% of your effort to get the last 20% “just so.” And it’s worth it, that striving for perfection. It’s what puts you above the competition, makes you stand out. It’s what keeps you from being singled out for having errors in your copy, for example. Shoot for perfect, right?

This time it’s all about the exclamation points. I once suggested to a staff member that perhaps she should use fewer exclamation points in her emails to clients. I’m of the opinion that most people think the exclamation mark conveys something that it doesn’t actually convey. Men With Pens elaborates well on this theme. In regular correspondence, this punctuation doesn’t make you sound chipper. It just looks forced. Consider what this article is saying about exclamation marks in website copy — it applies equally in any kind of marketing copy. More often than not, I suspect they tend to make the message lose credibility rather than successfully prompting the reader to action.

Being in business and networking for any length of time inevitably leads to referrals, and these are the best form of business leads to convert into clients. It surprises me at times how nonchalant some people can be about giving or receiving these recommendations, so here are three solid tips for exchanging leads:

• Get the Ball into Your Court. When someone is telling you about one of their contacts who needs your services, don’t just pass along some business cards and wait for the phone to ring. Pass on the business card, but get the name and contact information so you can initiate contact and ensure the initial conversation actually takes place.

I will often doodle during meetings… not so much “taking notes” as just jotting down important phrases or concepts from the discussion. Sometimes a diagram, that sort of thing. This is just one of the reasons why when I redesigned my business cards, I went to to a 3×5 format with the reverse side set up for drawing, doodling, or note-taking. Seth Godin explains some of the finer points of the why and how this is a good idea.

As seen on Fast Company, it looks like Microsoft is getting set to launch a line of retail stores next to the already-successful Apple retail stores. Oh my. There was already an awareness in the cynical-tech community that Microsoft was less about innovation than it was about “acquiring” innovative ideas from others, but this is more along the lines of the old aphorism, “imitation is the highest form of flattery.” Either that or the corollary, “monkey see, monkey do.”

I found one favorable opinion — and only one. True, Apple put a lot of research into its locations, so setting up shop next to them is a free ride on their coattails. As if Microsoft needs one. It reminds me of Burger King — whenever you spot one of their restaurants, look for the nearest McDonalds… it shouldn’t be more than a block or two away. Zero points on this one for innovation, insight, or even market research.

Following my recent business card post, the redesign and printing of my new cards is now complete. Here’s what they look like, front and back:

Click to enlarge, etc. The thing to know — which explains the front of the card — is that they’re not printed on standard-sized business card stock, but on 150-lb tag, cut to 3″x5″. Index card size. The dotted line is actually a perforation, so a standard-sized business card can be detached from the index card. When I flip the card over, it’s designed to write on the back, either horizontally or vertically. Detaching the standard-sized business card leaves the knight logo aligned in the corner on the back. For good measure (and attention to detail), the heavier lines on the grid are exactly ½”.

I’m currently redesigning my business card, because I’ve always hated the one I have. During my entire career I’ve had only one or two cards that I thought were really well-executed, but I’m picky. And the next one will blow them all away to atone for past mediocre cards. I’ve been handed a lot of business cards over the years, and it’s a regular occurrence that you can size up the business right away by the card you are presented. And sometimes it’s a pass/fail test. Consider what some of the cards you’ve been handed might say:

• Light stock, rough edges: Office Depot template meets home inkjet printer. Not a serious contender.

Several years ago while I was in business with my brother, we were working through a list of our business distinctives. Asking a few trusted friends and advisors to provide their perspective on our business, we were encouraged by one of them to list integrity as a business distinctive. It was clearly one of our core values, and she felt we should market it as such. We declined, and for good reason. I am aware that a number of businesses use integrity as a marketing tool, and some have included the word in their business name. Although most of us want our brand to symbolize integrity in the minds of our clients and prospective clients, I believe marketing integrity is an unwise practice, for several reasons.

Call me cynical, say I’m in a snarky frame of mind. Whatever. I was just thinking about the controversy over the use of Tasers in the news, and thinking that the Taser Corporation might be due for some good PR pretty soon.  Maybe people who love their Tasers will form a lobby, like those who love their guns. I’m inclined to suggest a good slogan for the Taser Lobby’s inevitable bumper-sticker campaign, something like “Tasers don’t kill people. Cops kill people.” But again, maybe it’s just my frame of mind or offbeat sense of humour.