A brief scan of advertisements in a business magazine or a visit to any number of websites serving small businesses will likely reveal an unrealistic portrayal of small business owners. Images of small business owners often show them as sharply dressed urban professionals who appear ready for a day in court rather than a day in the life of a small business owner. In January 2010, The Enterprise Council on Small Business decided to ask small business owners themselves what they wear to work every day and discovered that the common portrayal of small business owners couldn’t be more wrong. A total of 91% of business owners report wearing casual or business casual clothing to work each day and only 5% say they wear a suit. Demonstrate that you understand small business owners by more accurately reflecting them in your choice of imagery. In addition to dropping the tie and showing business owners in proper attire, be sure to accurately represent their age. The average age of business owners is 45 to 63, so marketers should avoid images of business owners in their 20s.
