Scanning my phone bill quickly, mind on other matters, I reach the end and absently read $320.

My eyes have moved onto something else by the time my brain catches up and drags them back to the total. Yip it’s still there. $320. Not the typical $40ish I’ve been seeing for several years. Confused now, it forces me to look at the bill.

After all these year, I still have no idea what bits of the bill mean. Including PXT which appears to be the culprit in this case. My brain does some mental gymnastics and slowly catches onto the problem.

While Mum was in hospital, I was the point of contact and chief updater for her friends, while she recovered. Which is why I sent out daily group texts brimming with detail.Turns out a 159-character text is included in unlimited texts, but a 160-character text comes with a $0.17 per text price tag (because it gets converted into a PXT picture text).

No big deal, til you’ve been texting 30+ people for 30+ days, and $0.17 becomes $242. The power of cumulative effect. Reminded me of what my Nana used to tell me “look after the pennies and the pounds will look after themselves Kathryn.”

Are you looking after the pennies in your business? I know we moved to decimal currency in 1967, but my Nana’s advice still holds true. And one of the ways you can look after the pennies is by getting the basics right in your business.

The basics like attracting new customers and exciting existing customers to buy from you again. Business people have been doing this for centuries. They’ve learned a thing or two over time and passed their learnings down, just like Nana did to me.

Over the last decade I’ve been obsessed with finding these learnings and passing them onto my clients – so you don’t have to learn from experience and hard knocks.

I’ve rounded up the best tried and tested ones with military precision, and I’ll share them with you when you sign up here for my free 45-days of Kick-Ass Marketing Ideas to grow your business. They’ll all here, neatly corralled, just waiting for you.

Kathryn Reid is a veterinary marketing consultant and copywriter who helps practice owners and managers grow their practice, help more animals and generally be awesome. Want marketing ideas? Get 45 for free here.

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