90 Days to Success Marketing and Advertising Your Small Business - Mark Hoxie {pdf}

[Racio]

With this book and some common sense, you'll be able to make marketing

decisions that can help your business weather the tough times and grow

to new heights.


From the Author:

A few Marketing Tips

• Answer the Phone - No matter how much effective advertising you have, it all goes to waste if you do not have a live person answering the phone. People may leave messages, but rest assured they're calling your competition. A live answer will let the sales process begin.
• Have a Website - Some companies choose not to have a website because of the cost. While some businesses will need a high-end site to thrive, a low-budget website should be used as a minimum as an online business card.
• Be Listed in the Yellow Pages - Being listed in your local directories creates a sense of legitimacy with your clientele. Even if you choose not to advertise there heavily, be sure to take advantage of your free or low-cost listings.
• Solicit Your Existing Customer Base - Assuming you've left your customers satisfied, be sure to include them in mailings, e-mails, or any other form of direct marketing you use. This will ensure their loyalty and promote referrals.
• Identify Your Most Desirable Customers - Knowing the demographics of your top customers will help you market to the right kind of audience. Even if you do business with most of the general public, it's still important to skew your message to your most favorable clients.
• Use Continuity in Your Ads - You may advertise in the newspaper, online, the radio, and more, but be sure to have some continuity throughout your ads. Whether it's a color scheme, tagline, or even offers, you will brand your business most effectively in this way.
• "Meeting or Beating" Your Competition - This tactic not only ensures your competition the first shot at doing business with your client, it also ensures you will be the lowest-paid company in your industry. Making aggressive offers is great, but encouraging competition will leave you in the dust. Weak Offers 5% off a $5 lunch isn't worth the effort of raising your scissors. $50 off a $4000 painting job isn't going to inspire your customer base. You're wasting your advertising dollar if you are not making aggressive offers.

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