Small Business Advertising 101

Marketing, even for a small business, is not rocket  science.  It can be done effectively and (relatively) cheaply, if done  right.  Follow these suggestions to set you along the right path.
   
  Step One: Find Your Target
 
  If you have ever shot a gun, you know that you have to aim at the center of the  bulls eye.  If you don't, you are not going to hit your target.  The  same is true in marketing.  You have to know who your potential customers  (prospects) are in order to attract them to your business.
 
  Your prospects are people who need or want what you provide.  They are the  consumers for whom you are filling a need.  If there are no people who  need what you provide, then you have no business.
 
  Determine who needs your product or service.  This is your target.
 
  Step Two: Contact Your Prospects
 
  Find a way to attract your prospects to your business.  This is where the  traditional advertising methods come in.  You can place a small space ad  in a publication that is circulated to many of your potential customers.   You can run a postcard  marketing campaign, and send postcards to your  prospects.  You can mount an email effort.  Whatever you do, get in  touch with your target customers.
 
  Be careful, however, not to try to "sell" your customers at this stage.   You are not trying to convince them that your company is great.  You are  trying to remind them of a need that they have, and then you are letting them  know that you can fill that need.
 
  Step Three: Tell Your Prospects What to Do
 
  Attracting prospects will not do you much good if you cannot close the  deal.  Customers will only do what you tell them to do.  If you make  it difficult for them to buy from you, they simply won't.  You have to  make it as simple as possible to make the sale.
 
  Keep this in mind when you contact your prospects.  Whether you are doing  a postcard  printing or a small space ad, be sure to make it clear how the  prospect should proceed with the transaction.  If you want them to call  you, tell them so and include your number.  If you want them to email you,  tell them so and include your email address.
 
  Make it as simple as possible for the customer to use your product or service.
 
  Step Four: Push Them Along
 
  We have all seen ads that say something like, "Act now!" or, "Offer Ends  Soon!"  Why do you think we continue to see those words?  Because  they work!
  Convince your prospects that there is a sense of urgency.  Simply plant a  seed that tells them to act quickly, and they will.  Most of us are  compulsive procrastinators, and we need motivation to act.  You need to  give your customers that motivation.

Article submitted Monday, June 16, 2008
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