By Pam Knight

 

In order to be successful, your advertising must provide a consumer benefit or solve a problem. That benefit or solution must be wanted by the consumer. The message must be clear, forget the advertising glamor and make sure the message isn't lost in the ad.

As a small business, sometimes you need to some of the rules. For example, put your web site onto your everything. Mention your advertising in your direct mail. Refer to your direct mail in your telemarketing. Remember to plants the seeds of your offering with various kinds of marketing.

You're not really promoting unless you're cross-promoting. If you do trade shows, your trade booth should be more valuable to you if you promote it in trade magazines and putting fliers under the doors of hotels near the trade show. Be aggressive because you want to market the marketing.

Here are some low-cost but highly effective marketing tips to help any small business find customers and generate sales quickly.

1. Don't Advertise Like a Big Business 

Big businesses advertise to create name recognition and future sales. A small business can't afford to do that. Instead, design your advertising to produce sales ...now.

2. Offer a Cheaper Version 

Some prospective customers are not willing to pay the asking price for your product or service. Others are more interested in paying a low price than getting the best quality.

3. Offer a Premium Version 

Not all customers are looking for a cheap price. Many are willing to pay a higher price to get a premium product or service.

Prospects are like you except that they're probably doing business with one of your competitors. Fortunately for you, that competitor most likely doesn't know the full meaning of follow-up, with the result that most customers feel ignored after the sale.

These are among your hottest prospects. That's why being a maverick marketer you should identify your best prospects and then begin the courtship process. It is a courtship and it is a process. Armed with that insight, you can transform them into customers.

Pam Knight

Small Business Coach

Client Business Services, LLC