Riley Web Design Newsletter

Seabiscuit is on of my favorite movies. This wonderful story contains many lessons which could be fodder for numerous newsletter topics. However my inspiration for this article comes from a scene in the beginning of the movie. It is the turn of the century. Charles Howard, the future owner of Seabiscuit, is the owner of a bicycle shop in San Francisco and is approached by a man with a loud, smoking Stanley Steamer automobile.

The owner of the car, quite the newfangled machine in those days, says the boiler blew and asks, "Can you fix it?" Howard looks the situation over, thinks about it briefly - you can feel his mind working - and says, "Sure. Sure I can."

The movie cuts immediately to Howard sitting in his shop, with his head in his hands. He is looking at the car, now completely dismantled and spread out all over his floor, with not a clue as to how to reassemble it.

Then he gets an idea, picks up a piece, and then another. By the time the customer returns, Howard has not only fixed the car, he has made substantial improvements so it would ride faster and more efficiently.

As I see it, Howard could have reacted to his potential customer in 3 ways.

1. He could have said, "No I don't know how to fix it." These machines are too new and I don't know enough about them.

2. He could have rigged up a quick fix.

3. Or he could go the extra mile and give the customer something he didn't even know was possible.

Of course you know and I know that the only the only answer that works is #3.

My clients are not just small businesses or organizations. Each has something unique about them that make them stand out from the rest. I invest the time and energy it takes to learn about them, their business and their customers. I believe it is the only way to find a solution that communicates a clear, consistent and compelling message about what makes their business special.

I'll even admit there are times, while working on a website, that I can be found sitting surrounded by pieces of paper, each representing bits of information that needs to be woven into the website. I will sit there, shifting papers and piles around until it all makes sense.

This is what makes me stand out from my competition. Does your website show what makes your business stand out from your competition? Let's talk about it!