I’ve always been a huge sports fan, and since starting my business I’ve noticed more correlations. Recently, one phrase stood out.

In the world of professional sports, the most successful athletes aren't just talented. They're dedicated perfectionists who apply the same meticulous approach to every aspect of their game.

From the fundamental reps when no one is watching, to the bright lights during a game when thousands of people are watching.

The greatest athletes of our generation all practiced hard. Michael Jordan, Tom Brady, and Kobe Bryant were all known for their tireless work ethic and obsession with practicing. Putting in the same level of effort and rigor to a practice session that they would need in a game.

The reason is that they knew practice directly correlated to how they performed on the field or court.

Make a nonchalant pass in practice, you make it in the game. Give 50% on the attack to the rim in practice, fall short in the game. These professionals didn’t give 80% or 90% during practice. They gave 100%. Every single time.

Your business is no different.

The way you represent yourself reflects who you are.

Every interaction, conversation, or something seen online says something about you. You can’t be one thing behind closed doors and another to people online. Your customers make assumptions about you based on what they see and usually they don’t have the full picture.

Your brand creates an image that helps people inform their perception about you. If that portrays a business who takes shortcuts or does things half-heartedly, that says something about it. You can’t be bad at marketing, but act like it doesn’t matter. You can’t be bad with your finances, but think it won’t affect your business. The effort and attention to detail you put in one area of your business says something about the rest of your business.

Don’t believe me?

Think about the last poor customer service experience you had (I know exactly what stands out in my mind). My guess is that you don’t look back on that experience fondly. For me, it ruined the reputation of that company. One that makes it hard to ever spend money with them again—even if their product was great.

Your marketing is no different. How you show up to your customers says something about how you operate. What you stand for. What’s important to you. Why you do what you do. Your customer cares about more than just the features and functionality of your product or service.

They care about you. They want to see the same version of you in every interaction they have.

Remember, if your online presence is sloppy or lacks attention to details, your customers will pick up on that.

Because everyone knows how you do one thing is how you do everything.