As I write this, I’m sitting in my room in a hotel in Charleston. It’s a nice hotel. It’s older with huge rooms. The service is terrific.

I just went down to the free breakfast bar to see what it offers. I’m used to the whole free breakfast thing because I stay at the Hampton Inn near my Charlotte office regularly. The breakfast at the Hampton Inn is fine. It’s not fancy, but it’s clean, it offers choices, and it’s well presented. The hotel even has one of those make-your-own waffle machines.

The breakfast in this hotel (a hotel that costs more than twice what you’d pay for a Hampton Inn) is kind of icky. The hotel has some cereal, cut-up fruit (the cantaloupe and honeydew only mix), and some stale-looking bread products. It’s not terrible, but it’s nothing special. The Hampton Inn is beating it, hands down.

The Hampton Inn is, for me anyway, a business hotel. I’m there to sleep and get back to work. This place, however, is totally a vacation hotel. It’s right on the water, and it’s filled with tourists. Expectations are higher. We’re looking for something special.

Wouldn’t it make sense to take the breakfast up a notch? How about a waffle machine like the Hampton Inn? Maybe a better assortment of fresh fruit? Possibly a deal with a local bakery to bring in fresh baked goods each day rather than serving us those Lenders frozen bagels?

How much could it add to the cost of the stay? We’re on vacation; we’d be happy to have the cost added in the form of a slightly more expensive room.

I’m not eating the hotel breakfast. I’m headed down the block for breakfast at Baked, an amazing little bakery (with a location here and one, the original, in Brooklyn).

So what’s the point? I’ll be right back with the point and a happy, full tummy (stand by, please).

I’m back. The point is (I just returned from Baked) that I spent about four dollars at Baked for my breakfast. It was terrific. I left the place with all the positive feelings I should be feeling for my hotel. As I walked back to the hotel, I was filled with disappointment (maybe I take breakfast too seriously, huh?).

Would you rather your practice be thought of like I’m thinking of Baked or, alternatively, would you rather be thought of like I am thinking of my hotel?

The way I think/feel about this bakery and this hotel is what creates their reputation. And their reputation, in this instance, goes for about four bucks.

What can you be doing? What little things can you do that will affect your reputation?

Could it be remembering what kind of drink your client requested last time and having it ready this time?

Could it be making sure your front desk person knows your clients’ names before they walk through the door?

Could it be asking about your clients’ children?

Could it be a birthday card?

Could it be a waffle (just checking to see whether you’re still reading)?

Could it be a “No Charge” for something on a bill?

Could it be cookies during trial prep?

Could it be sitting with the client while waiting in court?

Could it be a hug?

Could it be flowers sent after the final hearing?

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Could it be a thank you note?

You decide. It’s your four dollars, and it’s your reputation.

Be Baked. Don’t be my hotel.