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Details, Details

It might sound like a nauseating endeavor, but paying attention to details is a surefire way to keep your clients happy as clams.

This story appears in the August 2001 issue of Entrepreneurs Start-Ups magazine.

Choosing the color scheme on the postcards for your direct-mail campaign. Chatting with customers after you've answered their questions. Updating your Web site copy. While it's often said that the devil is in the details, paying attention to the little things can also be the saving grace for your business. "Businesses are successful because of details," says Larry Kesslin, president of New York City-based business consulting firm Let's Talk Business Network Inc.. "You have to execute on the little things to be effective."

Of course, "the little things" differ for every business. For casting companies like Portland, Oregon-based Extras Only and its sister company, Danny Stoltz Casting, attention to detail means making sure all the extras come dressed appropriately, which is challenging when you're dealing with 2,000 people. "If my client wants them to wear all white, I make sure they wear all white," says founder Danny Stoltz (, 23. "I'll go buy them a white shirt if I need to because I won't let the little things slip through the cracks."

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