|Small Business Information|
Are You Using a Chess or Checkers Small Business Marketing Strategy?
Until the day I learned to play chess I loved playing checkers. Both games require a strategy that maximizes a player's ability to capture her opponents pieces without first losing her own. Checkers was fun. But the complexities of chess lead to more satisfying victories and defeats.
Chess is a more complicated game than checkers as there are more variables. Therefore, much more thought and concentration is required to win a game of chess than is required to win a game of checkers.
Like chess, marketing your business is a complicated endeavor. A successful chess player anticipates future moves and will position his pieces in such a way that each piece helps add strength to other pieces already in place.
A successful marketing strategy is no different than a winning chess strategy. Every move you make must reinforce previous and future moves. Instead of rooks, bishops and queens the moves made in the game of marketing are made with advertisements, web sites, marketing messages, brochures and so on.
As a small business owner you don't risk losing pieces to your opponent you risk losing business to your competitors.
Great chess players have a strategy that helps them win with consistency. Here's a marketing strategy you can use to consistently win new business.
Focus Your Marketing
Target your market with a marketing message that speaks directly to the population you serve. A marketing message is a phrase or sentence that clearly demonstrates who you help and the problems you solve.
Develop and use your marketing message as often as you can. Doing so will help get your business get noticed by those most likely to buy from you. Use your marketing message in your marketing materials, your website and any and everywhere your business comes in contact with potential clients.
Effective use of a marketing message can be a small business owner's best friend. A good one will work hard for you to generate new business and will never ask for anything in return.
Once you've used your marketing message to grab hold of your prospects' attention, be it at your website, after reading one of your ads or an article you've written, be sure you clearly instruct them to take the action you want. It doesn't matter what the action is as long as it requires them to provide you their contact information so you may continue marketing to them.
Offer something useful and free in exchange for their information. Give away free recipes if you're a caterer or tips on designing bouquets if you're a florist. Just be certain to give clear directions about what should be done next to move your sales process along.
Build a Relationship
After you've successfully culled from your prospects' their contact information it is now time for you to develop a relationship with them. The nature of the relationship you develop should be one that makes it clear that you know your prospect is out there, that you understand your prospects' problems and that you can help solve your prospects' problems.
Common methods for developing relationships with prospects are distributing articles, publishing an ezine and conducting surveys. Be sure to include your marketing message with every article, ezine or survey.
Over time you will become the obvious solution to your clients' problems when they decide to take action to solve what concerns them.
Move Your Marketing forward
Using each of the above methods will help you position your business much like a champion chess player positions his pieces. In the end victory and more sales will be yours.
Copyright 2005, Jeremy Cohen and Better Marketing Results
The author, Jeremy Cohen, helps small business owners and professional service providers attract more clients, grow their business and be more successful with his marketing strategy and web site enhancement service and his marketing guides. Get his free marketing strategy guide : Jumpstart Marketing: More Profits, Clients and Success at: http://www.bettermarketingresults.com/
How To Select a Franchise
Here are some useful tips on how to select a franchise. When selecting a franchise, carefully consider a number of factors, such as the demand for the products or services, likely competition, the franchisor's background, and the level of support you will receive because like any other investment, purchasing a franchise is a risk. You will do well to consider the following items before selecting a franchise:
The Single Most Powerful Small Business Marketing Tool On The Planet
Let me get right to the point. The single most powerful small business marketing tool on the planet is a marketing plan. Now before you roll your eyes and run for the hills let me clear a few things up.
Computer Related Habits From Small Business Owner - Be Prepared, Avoid Despair
Aside from the fear of losing a spreadsheet or research project prepared for a client, what prompted me to write this article was the realization that it takes nothing short of persistent follow up to stay ahead of computer threats which could ruin my business. I also accepted the fact that keeping my computer free of viruses and spam is paramount to ensuring my computer is not going to harm others.
Slip And Fall Professionals; Service Businesses
Since you own a business you probably have liability insurance to help you against a scam of slip and fallers. Some entrepreneurs call them slip and fall professionals. The scout out the area, bring friends as witnesses trip and fall and then file a lawsuit, go to their chiropractor who is best friends with a lawyer and soak you or your insurance company out of tens of thousands of dollars. If you own a service company and you work on site, do not think for one minute you are safe from these insurance scams. In a service company you will have completed operations, Slip & Fall insurance and a large amount of liability insurance, you may find a rare person who thinks they can target you for a lawsuit.
Franchises Must Meet Legal Definition to be an Actual Franchise
All franchises must meet the legal definition of a franchise no matter what they call it before it is an actual franchise. This is the Federal Trade Commissions take on the franchise rule. It is not illegal to call a company a franchise even if it is not one and if it is not it does not have to follow the rules. In this opinion of law, I do have a quick summary of thoughts for the Federal Trade Commission Franchise Rule Making Group:
Three Big Barriers To Small Business Marketing Success
When you feel like you're always busy working on your business, but not getting where you want to go, it can be frustrating trying to figure out how to get your marketing on track. It can easily become a "not seeing the forest for the trees" feeling.
You Are Invited
Business card size works well for invitations to special events.
How to Raise Your Fees and Thrill Your Customers
Think the best way to get more customers is to have the lowest prices in town? Think again. Think the best way to create a successful business is to try to appeal to everyone? Wrong again.
Do Home Businesses Complicate Small Business Debt Collection Laws?
The home-based business market, sometimes called the SOHO (small-office/home-office) market, is booming. As more and more B2B businesses expand into these markets, they may find themselves walking a fine line between B2B and B2C.
Debit and ATM Card Advice for Small Businesses
Your business account comes with an ATM, Debit card. Pick a really secret pin number. Don't give it to anyone even in an emergency. Make sure you record withdrawals. If you have a bookkeeper paying your bills for you, be careful because they won't know that you took out money. They will be upset and so will you and your vendors if they mistakenly write a bad check to pay a bill because you forgot to tell them of your numerous unrecorded withdrawals from the ATM machine.
Never Burn a Bridge
Why should you always maintain a good report with a business even when you are parting ways?
Going Public by Way of Regulation D (504) Offering
Under the Securities Act of 1933, any offer to sell securities must either be registered with the SEC or meet an exemption. Regulation D (or Reg D) provides three exemptions from the registration requirements, allowing some smaller companies to offer and sell their securities without having to register the securities with the SEC.
Pressure Washing Business and Post Fire Cleanups
Many have not experienced a fire up close. One year about 15 years ago I almost lost my house as did our neighbors to a wild fire. It moved so fast and the sky so black, with cinders everywhere and soot like a nuclear fallout horror movie. Luckily our neighborhood was spared except for a couple of homes. The fire fighters did a good job that day, others living further down the path of the fire and lower in the canyons did not fair so well, a few people even lost their lives. From that day on, I take fires seriously and you should too.
How to let go of your EGO
When does your ego get in the way?
Too Many Lawyers in Franchising Today
Attorneys and Lawyers are ruining the franchise industry. It is too bad too, because franchising represents over 400,000 businesses in our country and accounts for just over one-third of every consumer dollar spent in this country. By over regulating and over lawyering the industry we are weakening our free markets and suffocating our up and coming entrepreneurs.
Keep TRACK of your Business Relationships and Gain Profits
How do you know when an alliance needs to be monitored and tracked?
Everything I Need to Know About Business I Learned From My Nametag
So there I was ? sitting in the audience of an on-campus seminar. Surrounding me sat hundreds of fellow students; each of us wearing one of those little, handwritten, adhesive nametags. When the event was over, we all filed toward the exit. I approached the door and noticed a small trashcan filled to the brim with ripped up, used nametags.
7 Reasons To Take Control Of Your Small Business? Checking Needs
Business checks are available in many styles and varieties. They offer many benefits to your small business, some you may not have thought of.
Australian Workplace Agreements - How They Work For You
The employer / employee relations environment has been constantly evolving during the last 25 years. In Australia, as in many western nations, the balance between employers and employees has shifted back and forwards usually in response to supply and demand.
Buy a Flower Shop: Serious Considerations
You've always liked flowers and you think the idea of turning emotions into floral expressions sounds like tremendous fun. You are between careers and have been investigating business opportunities in your community. Yesterday, while perusing the real estate magazine in your county, you notice that the family owned, downtown flower shop is for sale. The ad says it's a turnkey operation. This is your lucky day. Or is it?
|home | site map|