If you offer a good product or service that no one notices, then you have nothing (and no one else). You have no choice but to advertise your service. Henry Ford already knew: “Who does not advertise, dies”.
Well, it’s not as if you have to spend a lot of money on your advertising, but you should plan a certain budget for it. In the early stages of a business it is often helpful to get family, friends and acquaintances on board – to tell them what you are doing and why it is so important for potential customers. There’s always one or the other, perhaps around a few corners, who needs your services at exactly the right time. And if you not only satisfy this first customer but really convince him, then you have a “multiplier”. Your customer knows others from his business environment. Maybe he will be approached about your product and can recommend you, maybe he will even recommend you on his own. This type of advertising is the best you can have (and very inexpensive on top of that).
And if you then have a small overview of your services ready for your future customers, for example in the form of a well-done flyer or a brochure – or even better: your own website, which not only provides information but is also professionally made, then a new prospective customer quickly becomes a new customer.
Your customer expects from you exactly what you show him of yourself. Sounds banal at first, but is very important. If, for example, your customer perceives you as conservative because you were very formal at the first meeting in clothing and language, he will expect the same from you in the future. That can be good or bad. If your customer likes to work with conservative business partners, he will want to contact you again. This will also be successful if this is exactly your style and you don’t have to bend to be conservative. But if you live in a more casual attitude, the shot can quickly backfire. At some point your client will notice that you are not as conservative as he perceived you and doubt your sincerity. That would be fatal. But if, in the opposite case, you have behaved as you really are and the customer has started working with you on the basis of the service offered, he will stay with you (assuming good performance) – and you do not have to bend over. Conversely, of course, it works the same way. And of course this is not only true for “conservative ⬌ casual” but also for many other features.
You see them more and more. Individual lines that stand alone at the beginning or end of a column or page. In a better time, when it was still part of good craftsmanship to strive for an undisturbed reading flow, both were regarded as typographical cardinal errors that had to be avoided at all costs. These mistakes even had memorable names, as was customary in typesetting: The single line that had been lost in the previous column was called an “widow”; the one that had been lost and had slipped into the next column was called a “orphan” (whereby the “orphan” is regarded as the worse of both evils because it disturbs the reading flow even more than the “widow”).
It is not particularly difficult to avoid these errors in digital times. Almost every word processor (and even more every professional typesetting program) has a corresponding paragraph rule (see Wikipedia). Usually you can specify the number of lines to be kept together at the beginning or end of a paragraph. So these errors don’t stand a chance anymore. If the space at the beginning or end of the column is no longer sufficient for the specified number of lines, the paragraph is divided so that these lines are in the next column. Sometimes there will be a gap at the end of the previous column, but it is much less disturbing than an orphan.
And if you really want to do it well, then you just insert an additional paragraph in another place where it makes sense and thus also avoid the gap.