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Test...Test...Test
When it comes to marketing your business, it's easy to fall into the trap of waiting until something is "perfect" before introducing it to the marketplace. Well, nothing is ever perfect. Best Rule of Thumb: Do your best and let it go. You'll soon see the improvements you need to make, which can only make your marketing stronger and more effective.
Image...Image...Image
Is your image helping or hurting your business? Do a "Ben Franklin": get out a piece of paper and divide the space in two vertical columns. In the left column, list all the things about your business that support your image. In the right column, list all the items that don't live up to your image. Make an effort to improve all the items from the right hand column starting right now.
SIC Codes On the Web
Need SIC Codes for better target marketing? Check out OSHA's searchable SIC Code site. Search by industry type or review the complete SIC code list.
Looking For Business Stats?
Looking for stats that you can use in your marketing? Check out STAT-USA/Internet, the world's largest source of federally-sponsored trade, business and economic information.
A service of the U.S. Department of Commerce, STAT-USA/Internet provides quick and easy access to thousands of files, including trade statistics, overseas contacts, market research reports, daily economic releases and procurement information. If you like what you see, a 3-month subscription costs $50.
Comparison Sheets Show the Real Winner
Show how your products are better than those of your main competitor by creating a simple three-column 8-1/2 inch by 11 inch comparison sheet that can be used during a sales presentation or as a "leave behind". The far left-hand column should contain the comparison factors (cost, time-savings, delivery, other benefits, etc.). The middle column should contain your product's comparison factors (in response to the left-hand column), with your competition's factors in the far right hand column. Keep the copy short and to the point. The prospect should be able to "get the message" with a quick "read through".
A "Wonder" of a Warranty
Extend your goodwill through an extended warranty on your product or service and watch your "return rate" and customer complaints all but disappear. Why? Most people feel safe with an extended warranty...and most people forget after 30 days.
Get Away for Better Marketing
When it comes to marketing your business, there are times when you're stumped. It's most important to head out and find new stimuli! Go to the mall and check out how the marketing of other businesses. Check out the point-of-purchase displays that may generate some new ideas. Head to the library and eye the newest magazines. You may find an article that stimulates some new thinking. Or maybe it's time to take a short nap that can clear your head! As the old Zen masters say, "One action begets another".
Vocabulary 101
Do some research. What words, sayings, or symbols are easily recognized by your target markets? Be sure to use these in your marketing materials. Your prospects will think you're an expert even before your first meeting. Your existing customers will have more faith in your abilities.
Small Business Possibilities
If you have a small business, make small businesses and "one-person operations" at least 1/3 of your customer base. There are many advantages. You'll work directly with "the boss". No waiting for committees to make purchasing decisions. Small businesses are easier to sell because "you know what it's like". Many "one person shops" grow to companies that are very successful. And you got there first.
Trade Mailing Lists with Non-Competitors
Have a "mailing list swap". You've compiled your own list through a lot of hard work. Others have done the same. Trade off if you're not in competition with one another.
Advice About Student Intern Assistance
Small business owners should contact their local university and college business departments concerning student marketing interns. According to Gene Holand, who is with the Business Division of Columbia Basin College in Pasco, WA, there's plenty of help to be had…for free:
"No matter how hard we try to get the word out to the communities and businesses, they don't seem to call. Contact college (2 yr. as well as 4 yr.) placement offices. There are government subsidy monies available to help defray the labor costs."
From the "Find the Need and Fill It" Department...
Kevin Siegel, technical trainer and owner of independent publishing company IconLogic (410-956-4949) in Riva, Maryland, started his company in 1993 when he found an industry need that wasn't being filled:
"I'd been teaching various software packages for years and never found a book that was perfect for a classroom setting. If the book was beautiful, odds were that the text was too small to read and hard to follow. If the content in a book was well-presented, the quality of exercises left something to be desired.
Finally tiring of these relentless inconsistencies, I started teaching without any books at all. Over the next several months, many students asked if the things taught in class came from a book. "If so," they asked, "Where and how can we buy it?" That sparked an idea and I began to ask students what they wanted in course manuals. Their feedback became the driving force behind each and every IconLogic training manual.
All of the training manuals are designed in an easy-to-use, "self-tutorial" format that effectively supports both instructor-led and self-study training methodologies. Each is set with large type, has plenty of room for notes and contain plenty of student exercises. Each book is 8 1/2" x 11" and spiral bound so students can lay them flat and each book comes with a student data disk (when required). Since all of the manuals are modular, they can be customized to meet specific skill requirements."
IconLogic has over 70 unique "skills and drills" training manuals that have sold internationally. Who says that students are the only folks who learn something new in class?
Visit IconLogic's Web site
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