Today, I made a pretty grave mistake that made me feel like JetBlue: working so hard for a long time to build your credibility and then thinking that one big error (and bad timing) could ruin that entire empire you’ve built makes you feel like you should hide under a rock for awhile. When I look back upon my particular incident, I see the error of my ways and know what to do from this point onward.

I could simply forget what I did, thinking that there’s nothing to fix, or I could opt in for hiding under that rock (it looks cozy over there). But I, like JetBlue, have my own goals to move forward as a stronger person in all areas. (This doesn’t mean that I’ll be posting a video to YouTube though.) My own apology is being posted here in hopes that the people affected are aware of my genuine desire to fix what I’ve broken. My own bill of rights (like JetBlue’s) is to exceed expectations and to improve in any area where I am failing. I think that JetBlue’s ever-so-public apology was received well, and this is my own.

One of the biggest mistakes you can do is use terminology that goes over the heads of your prospective clients. Time and time again I am asked to review a website and I end up reading copy that makes me feel stupider than I felt before I visited the site. What the heck are you really selling? How will it benefit me? Why should I buy it?

What is the goal of your website? If it’s informational, give me the right information. If you fail to do so, I cannot learn from you. I will go somewhere else. Thank you for your time.

I have checked out numerous sites of people who are not actively seeking to change their web presence at all. In good intent, I have given the solid advice that it would be in these people’s best interest to have a website that people can understand. With this, there’s greater likelihood for conversion. Understandable content, or good copy, is critical. Further, if you’re exactly what your searcher is looking for, the right copy will rank you higher. If this is a long tail search, so be it. Even better. Without any copy, you might as well not have a web presence at all.

It seems so routine (and often a burden) that it is often easily forgotten. But the end result evokes emotions that are priceless.

I signed up for a popular service several months ago and didn’t expect to hear from the company after I had signed up. Within two months, however, someone in customer relations touched base with me simply to see how I’m enjoying the service. I didn’t think much of it but followed up with them and thanked them for their concern.

Months later, this same service provider sent me a handwritten holiday card. Considering their popularity and knowing that they have a lot of customers to attend to, this had a considerable impact on me. It goes above and beyond what is necessary or expected. It shows that it’s not about meeting the minimum requirements. They care about their customers.

I’ve been extremely satisfied with this company and they didn’t have to prove it to me by sending me a card. Their services were always highly recommended.

But going that extra step makes me, the recipient, understand how much more important it is when you are told you’re appreciated. It reinforces my faith in them and leaves long lasting effects.

There are thousands of competing businesses. Each can say they offer so-and-so, but there’s going to have to be something that differentiates Company A from Company B.

I’ve been observing company behavior and recognize that an important differentiation is when you go above and beyond what is required of your job description and show extreme dedication to an individual’s needs.

Seth Godin wrote about this aspect earlier this week. I wholeheartedly agree. As a customer, I feel more inclined to send praise to a manager when I see a representative go above what is necessary to make sure I am satisfied. I am more inclined to continue my business with this company again. I am more inclined to recommend other people to this business.

Doing the bare minimum is still probably good enough.

But following up, doing work beyond the minimum — that is what ultimately establishes a personal connection between you and and your clients.

Working late nights and long hours and taking that 5 minute period out of your lunch break to make sure that your customer is happy with your work is an important element of strengthening your business relationship. Further, it lets your customers see you in a more positive light because you are doing something that you may not necessarily be getting paid extra for. It shows your customers that you care and that their happiness is important to you.

I found Ron’s top 10 geek business myths pretty interesting. He has a lot of good things to say on how businesses thrive and what are the forces behind success, but what I think drives it home is in Myth #8:

…what you do need is a willingness to work your buns off … The reason is very simple: if you don’t believe in the commercial potential of your idea enough to give up your evenings and weekends to own a bigger chunk of it, why should anyone else believe in it enough to put their hard-earned money at risk?

Dead on the money, even for bloggers.

I’ve had a few blog ideas for years (especially one in the nature of a photography blog). My biggest challenge was getting them started. I guess I had all of my eggs in one basket: when I initially came up with my idea, I had unrealistic expectations that it would be easy to get the followers I needed to make it a popular endeavor. I’ve written blogs in the past; I know it isn’t that easy. For that reason, I told myself that maybe it wasn’t worth it.