So you want to start a business eh? That’s GREAT! One of the main reasons people start their own company is to be
independent. In other words, you have no one to answer to. You can work when you want, pick your days, hours and time. It’s
totally up to you which - of course - will determine the success or failure of your business when you are at the helm.
Starting your own company is really very simple and anyone can do it. As a matter of fact, I can start another business
tomorrow, hang my “business shingle” outside my door and what do you think will happen? Absolutely nothing! Why?
Well there’s several reasons with the first and most important reason being that nobody knows me or anything about my
product or service. Of course, as a new business you’re going to need a web site and as I’ve said time and time
again no matter what business you’re in … your customers expect it. Having a web site is - putting it briefly
- an online brochure of your products and services available to anyone and everyone 24-hours a day 7-days a week. However,
many past clients unfortunately were under the impression that once their web site was on the Internet that people would be
banging down their doors. Alas … that’s hardly not the case. (maybe in the early 90’s but certainly not
now).
The Internet has changed. It really and truly has. But … we’re not talking about the Internet
here, we’re talking about getting customers. Right?
From the moment you open your doors all the way to the moment you either sell your business or retire, you will need to
work the publicity machine and promote yourself. So … what can you do to market your self without breaking the bank?
Here’s some methods to get those wheels turning.
1) I mentioned in one article that one of the most important pieces of equipment (at the very minimum) is a business card.
One great place to go is at Vista Prints.
If you don't have them, go and get them made up immediately. Your business card tells potential customers that you're a
professional who takes your business seriously.
2) Once you get your cards it's time to get them into as many hands as possible. Take them with you everywhere! Take them
with you when you do errands, dancing, etc. And, if you're like me (who makes "small talk" where ever I go) hand them out
to people.
3) Talk to your vendors, and give them your card as well. Who knows ... maybe they can use your products or service or
- better yet - knows people who will. Referrals are always great door opener!
4) Places where business cards are displayed - such as supermarkets - may be another place to post your card.
4) Attend meetings of professional groups such as your local chamber of commerce, Rotary Club, or civic associations. Always
have your cards in your pocket where they are easily accessible. (Fumbling or searching for them can be embarrassing at times).
Try to get into the habit each time you say "My name is," and get your card. By the time you get to "I run a..." (type of
business), your card should be deposited in the hand of the person with whom you are speaking. Don't forget to ask what they
do and really listen to them. They'll be flattered by your interest, and better remember you because of it.
5) Become actively involved (on a committee) in groups that will give you an opportunity to meet potential customers and
make real contributions by offering useful ideas and help with small projects.
6) Look for something unusual about what you do, and publicize it. Send out press releases to local newspapers, radio stations,
cable TV stations, or magazines whose audiences are likely to be interested in buying what you sell. More on this in the months
to come.
7) You might want to write an article that demonstrates your expertise in your industry. Send it to smaller newspapers
and maybe some magazines. When writing your article always remember to include at the end your name, company name your web
site and contact number.
8) If your article appears in a magazine or newspaper remember to make photocopies and include them in your sales letter
mailings or any other literature used to market your product or service. Publicity lend credibility to the claims you make
for your products or services.
9) Contact nonprofit organizations, schools and colleges, and even other businesses who have customers who may need your
services. More on this in the months to come.
10) Network with others who are in the same industry.
11) Volunteer to be a guest speaker at events. Volunteer organizations, libraries and online forums often need speakers
for meetings. After you've gained some "speaking confidence" and feel comfortable doing it, look into "speaker's bureaus"
to book speaking engagements for you. You'll benefit two ways: 1) Getting paid for your speech and 2) publicity for your business.
12) If you have a product that may interest a particular "niche" of people you might want to demonstrate it or, teach others
how to use it.
13) Find out what federal, state, and local government programs are in existence. Some programs offer free counseling,
and may be able to refer customers to you.
14) Send out sales letters or announcements to everyone you can think of who might use what your sell.
15) Have magnetic signs made up that displays your business name, web site address and contact information and put it on
the sides of your vehicle. Your means of transportation instantaneously becomes your mobile billboard.
16) Get on the phone and "cold call". (More on this in the months to come).
17) Look for complimentary businesses that can help you sell your products or services. Be sure your pricing structure
allows for compensation when sales are made from these referrals.
18) Run a contest. Make the prize something desirable and related to your business or product. It could be a free gift
basket, web site, samples, etc.
19) Take advantage of opportunities to run inexpensive or free ads. Professional associations often publish such directories.
20) If your niche market uses the Internet or online forums, participate in discussion groups. Always be sure to include
your signature line when posting.
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