A short YouTube clip by Nate Tilley arguing that many consultants and business owners waste time on trivial aesthetics (logos, business cards, type sizes) instead of focusing on acquiring paying clients. The speaker insists that aesthetics won’t attract clients; instead, a single long-form landing page that clearly states who you serve and articulates the market's problem is sufficient and far more important.
What I see all too often is consultants and business owners, they sit around just focusing on the unimportant things and just procrastinate from actually going out into the marketplace and getting paying clients, which is the only thing that matters. They deliberate and they debate about like what color their business card should be or like ridiculous things about like their logos and having this letter a little bit smaller. None of that matters. If you have a really, really good logo that's not going to flood your business with clients, nobody's going to be looking at your logo and think, oh wow, that's just not slick enough. I don't know that I should hire this guy. That's not how it works. So the only thing that you need to have is not even a full blown website with multiple pages. You just need one long form landing page that clearly articulates who it is that you're to serve and it further articulates the problem that that market is having better than what that market could actually describe themselves.
