Detail, just how important is it and what exactly does it offer us?
We often hear people say 'its in the detail' or 'there's not enough detail', but is it possible that we all have varying understandings and standards when it comes to the true meaning of ‘detail?’
Our (Beacon Social Media's) understanding of detail for example is closely related to care. That is, there must be a basic level of care there for us to want to be more thorough with something. When we go into 'detail' with things, whether it be washing a car and not skimming over the inside of the doors (yes, lots of us avoid this one), vacuuming the home and avoiding areas that are a little more difficult to get to, or skimming over a document, it always influences the end product...correct?
But before we bring detail into the marketing context, it's important here to expand on the examples given and the difference between a job done with care or 'detail' as opposed to a job done without.
Lets look at the car cleaning example. Is there a difference when the car is skimmed over as opposed to when it is cleaned thoroughly with every crack and crevice being covered? When we get back in the car do we notice a difference?
In our experience, a car that has been washed with detail holds a certain quality that can felt by its driver and passengers. You can sense the care that has gone into the wash and you enjoy sitting back in it. When a car has been skimmed over, you don't notice this quality quite so much, nor do you enjoy sitting in it as much afterwards. What we are talking about here is not rocket science, but rather simple common sense.
So lets then take this more into the marketing arena. When it comes to building content for our businesses, what level of detail are we prepared to go to? Do we consider that what we put out will be felt by all on some level, be it consciously for those who are more aware, or unconsciously for those who may not have such fine tuned awareness yet, but are still receiving it on some level.
When we consider this it becomes clear that there is a much bigger picture at play here.
So what if we were to take it to the next level and make it about people (always)? Detail would then become a normal behaviour would it not? For how can we approach our businesses with people at heart, if we do not take that same level of care (or detail) to all that we operate within that business?
And so we see that a business that puts people first, that understands the integrity of running in a way that holds people with respect, decency and care, will naturally see that detail is everything.
Believe it or not, and without confusing our definition here with perfectionism, detail actually brings a warmth to all that we do, and it does so through the greater intention it comes with. Fine tune a social media post or any marketing material to carry with it a care for the people who will read it and you have a document that will hold and confirm the reader. Fine tune a social media post or any marketing material to appear perfect or looking for something in return, and you have a post or document that will impose on the reader. It's that simple.
So here's how we do it...
1. We make sure we are marketing with integrity, and that means not putting a dollar sign, or the number of leads we can get before the human being.
2. We keep things very genuine, honest and real.
3. We live by the old motto ' do unto others as you would have done to you' - we consider ourselves in the receivers position. How do we like to be marketed to? and....
4. We make it a priority to keep checking in on our practices. Things change all the time, businesses evolve, we evolve, and our marketing practices evolve too.
So long as people are our focus, we cannot go wrong.
We know you have heard us say this time and time again, and we will continue to say it until time is no more. Why, because it needs to said. The marketing industry has lost people, fact. It has become about glamour...having the most attractive post on social media or the best looking or up to date technological website. It has become about profit, where financial gain has been placed before the integrity of our business dealings. It has become imposing, where businesses are pushing their agendas onto whoever they deem fit to, and sadly, it has become a game of comparison and competition, destroying true authenticity and integrity across our industries.
It's important that we see it for what it has become, so that we can begin to turn these trends around.
Detail is but one place to start. A place that will re-activate the natural care and integrity needed to bring more warmth back to an industry lost.