Being small.
Yes, that is correct. Being small is the most valuable resource of your company. You don’t have to trust me. But you have to believe the facts. And here they are.

Warning: This section is full of data and graphs

Over 95% of people have held a positive attitude towards small businesses consistently through the last decade

Gallup has been measuring the public attitudes on small and big businesses for over a decade now. People have been asked to share if they have a positive or negative image of small business and big business.
Fig.1 Shows a consistently high positive attitude towards small businesses. Fig. 2 Shows the attitude towards big businesses. Source: Gallup
As evident from Fig. 1, there is a consistently positive sentiment towards small businesses, with an overwhelming majority averaging over 95% throughout the years. Big businesses, on the other hand, receive favorable responses from an average of 51% of the surveyed individuals over the same period.

30% of respondents express high confidence in small businesses, while only 8% report the same level of confidence in big businesses

On average, around 30% of people consistently exhibit higher confidence in small businesses. You can compare that with around 8% of people who share the same degree of confidence in big businesses. (See Fig. 3)
Fig.3 shows confidence in big (blue) vs confidence in small (green) businesses. Fig.4 Opinion on who brings new product and technological development. Source: Gallup

61% believe small businesses bring product and technological advancement

An intriguing discovery from Gallup reveals that a significant 61% of respondents share the belief that small businesses serve as the driving force behind new products and technological development in the U.S. (see Fig. 4).

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Small companies acting “Big” is not a good idea

Some small companies tend to exaggerate their size and try to appear larger in an attempt to strengthen their brand image.
I wasn’t immune to acting “Big” either. When I started my first business in my early 20s, I was reluctant to admit that the company was a one-man show. I was proudly using “we” in my website copy, in an attempt to hide the fact that it was just “me” behind the scenes.
Here I am today more than a decade later, reflecting on those early days. Having lived and experienced more, I can only show compassion and understanding to my younger self. Do not repeat my naive mistakes.
Nowadays I am trying to be as personal as possible in all my company communications. I personally address every prospect and client. And I use more structured way of communication only if necessary.
You saw the data. People prefer doing business with small companies. Being small is an advantage. Use it. Own it. Be proud.
Photo by Spencer Davis on Unsplash
The legendary copywriter Joseph Sugarman, shares in his classical book “The Adweek Copywriting Handbook” the following main axiom of copywriting:

Every communication should be a personal one, from the writer to the recipient, regardless of the medium used.

This axiom holds true as general advice for running your company. People like doing business with people. Instead of adopting a condescending “I am the CEO” attitude, try being personal and leave these imposing titles behind.

Big companies acting “Small” and why it is a good idea

Big businesses understand the idea of treating their customers as individuals. They try to copy the intimate customer service a small business naturally provides. From Starbucks writing your name on the cup to flight attendants welcoming you by name while boarding, big companies utilize all means possible to stay personal with you.
Ask any marketer what customer persona is, and they will spend hours passionately arguing on the importance of identifying who your customer is. Big businesses spend big money on identifying their prospects with pinpoint accuracy. All this in an attempt to apply the personal touch of a small business.
Look at Amazon. Their sophisticated algorithms are designed to identify your preferences and prompt purchases through personalized recommendations. Their ability to suggest what you need might feel like they’ve read your mind. In 2023 we all know how this works, so I won’t delve into further details. It just serves as a powerful reminder of how a big businesses invest heavily in something your small company possesses for free: a genuine understanding of the customer.

Small but successful

I bet you describe your small business as authentic, relationship-driven, and built on trust.
You know all the positive qualities your offering has.
What you may feel insecure about is how various stakeholders perceive your business. In other words, you may fear your company doesn’t come across as credible because of its small size. This is where the temptation to act “big” stems from.
Solution? Take these actionable steps to prove your credibility to your customers, employees, and business partners.
•Always deliver as promised. Better underpromise and overdeliver than the opposite.
•Build systems. Being small is one thing. Lacking structure is a different story.
•Be punctual. Wearing numerous hats as a small business owner can be overwhelming. But that is no excuse. You need to become best friends with your calendar. Never miss a deadline. Of anything.
•Act upon feedback. Feedback is an invaluable information source on how to improve your business. Take it positively and act on it.
•Be mindful of your image. From the company website to the cleanliness of your physical store. Every small detail communicates who you are and plays a crucial role in influencing customer’s decision to engage with your business.

Happy Small Business Saturday, dear Entrepreneur! This article is my gift to you on this special day, and I hope it makes a small contribution to your continued success. Don’t hold it back, share it.

If you find this article thought-provoking, I look forward to seeing you on LinkedIn. I share bite-size branding and marketing insights there every week.

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