When to Sweat the Small Stuff
Attempt to be 1 percent better every day
Every month in my email, I receive a well-written two-page newsletter from an advisor I know. You can tell the advisor puts a lot of time into writing for the firm's 2,000 clients and contacts because he's always thoughtful and on point. But the newsletter could be a lot easier to read. It comes in a clunky PDF file, usually slightly crooked with a faint line running down the middle. It looks like the advisor is printing the newsletter onto a sheet of paper and then saving it back to a PDF before scanning and sending it.
I was thinking to myself the other day, "I don't know if anybody's ever told them this, but they could make the newsletter look a lot nicer and more reader-friendly." So, after the last issue, I contacted the advisor's assistant who sends out the newsletter and told her: "Hey, I just wanted to let you know that if you save it directly to a PDF rather than printing it out and scanning it, it would come out a lot cleaner."
To her credit, the assistant responded immediately and said: "Yeah, you know, we thought about that, and it won't work."
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