How Being ‘Old School’ Can Set Your Business Apart

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How Being ‘Old School’ Can Set Your Business Apart

The term ‘old skool’ originally emerged to describe the hip hop music of the 1980s, or more modern music that imitates this style. Nowadays, it’s used more widely to mean something close to ‘old-fashioned’, but it's usually said with a little more pride behind it.

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If someone claims to be ‘old school,’ they're saying they do something like it used to be done, in a way they believe was better.

What Being ‘Old School’ in Business Means to Me

In the business world, there’s always so much buzz about the next big thing, from the latest tech to cutting-edge marketing strategies. But does our thirst and excitement for the future prevent us from looking back and acknowledging the power of certain business practices that would probably be considered ‘old school’? I think so, yes.

I’ve recently found myself mourning the loss of some of the old ways of doing things. It’s not that I’m resisting progress or refusing to evolve, I just don’t think we should be retiring certain practices completely. Here are a few examples…

1. Good Old-Fashioned, Attentive Customer Service

‘Yes, people’s lifestyle and habits have changed but shopping on the high street could and should still be a much better experience. Extensive choice, better quality, human interaction, eye contact along with common courtesy, please and thank you….just a few of the things that seem increasingly absent from our high street. I appreciate the world (and the high street) has moved on dramatically since my 1980s Allders of Croydon days but surely there are some lessons from back in the day that we shouldn’t lose sight of completely?’ - Is the High Steet Really Dying: Along with Please and Thank You?

My thoughts on customer service haven’t changed since I wrote the article quoted above. This doesn’t just apply to bricks and mortar stores – customer experience is everything, even if your business only exists online. For me, being old school means putting the customer first, solving problems and personalising every experience. More than anything, it’s about real human connection, and the trust, respect and loyalty that comes with it.

2. Doing Things In-person

Although we need to be mindful of accessibility, given a choice, I will always lean towards doing things in-person. From networking events and business meetings to coaching and consulting, I want to meet people face-to-face and engage in real conversation. Building and nurturing relationships has always been the glue that holds my business together. I love connecting with others online, but you can’t beat meeting in-person for strengthening bonds and building community.

3. Analog Communication & Traditional Marketing

‘As consumers are spending most of their waking hours online, it seems they are becoming increasingly numb to conventional digital advertising and engagement… Traditional ads, on the other hand, are experiencing increased engagement. MarketingSherpa reports that more than half of consumers often or always watch traditional television advertisements and read print advertisements that they receive in the mail from companies they are satisfied with… It simply makes good economic sense to rebalance spending away from digital clutter.’ – Why Marketers Are Returning to Traditional Advertising

I’m not suggesting we should abandon email completely or delete Instagram from our phones, but I would love to see at least a partial return to some old school forms of communication and marketing. For example, sending handwritten notes to clients or investing in beautiful, printed marketing materials. In an increasingly digital world, and with the ever-encroaching presence of AI, tangible methods of communication that emphasise the human behind the brand feel more important than ever.

Doing Things Differently = Standing Out

Sometimes, in the rush to evolve, we lose sight of traditional methods and ways of doing things. But progress doesn’t have to mean letting go of the old ways completely. In fact, holding on to some of them could be the best way to stand out in a crowded digital marketplace.
Perhaps a hybrid approach is what we need. Combining modern tech with an old school mindset can be incredibly powerful. Here are a few ideas to inspire you:

Hosting an in-person workshop with the option to join live via Zoom or download a recording at a later date.
Adding important notes and details about your clients to their digital address card within your email client system to help you personalise future interactions.
Creating printed marketing materials with a QR code leading potential customers to your website, online shop or Instagram profile.
An automated client on-boarding process that also includes tangible elements like a welcome gift sent in the mail with a personalised, handwritten note.