You Are The Product

Tracking Your Marketing Progress

2006-04-11T14:50:00.000-06:00

I came across an article on Entrepreneurslife.com titled "Workouts, pain, growth and Entrepreneurship". It talks about the importance of tracking the results you are getting in your business.

One technique for doing this is to keep a journal of your business everyday. You could even make your journal a blog. In your journal you could put your day into categories such as "marketing activites" and "client interactions". You could also do it chronologically in a diary format. However you do it, be detailed. This way when you go back to the past entries at a later date you can reproduce something that you found particularly useful in your business.

This article urges us to ask these two simple questions:

How many clients do you have today?

How many do you want to have 30 days from now?

By tracking your successes and failures (hopefully not too many failures) you can discover what works and what doesn't to help make your business successful.

So start tracking your business today. It is a small commitment that will pay off huge dividends.

Vehicle Advertising

2006-04-04T07:11:00.000-06:00

One method of marketing is using your vehicle as a bill board. Business owners have custom made graphics that cover there whole vehicle. The cost of this is out of reach for some business owners. Here is some lower cost alternatives.

Have a license plate frame made with your business name, phone number and website. You could have a bunch of these made and give them out to your clients to put on their car.
Have bumper sticker made. Again you could pass them out to clients.
Have back windshield decals made. These cost considerably less than full vehicle signs.
If you are artistic, you could paint the inside of your back windshield.

If you place anything on your windows make sure they do not obstruct your view.

The main thing is your vehicle should be in good condition. You don't want to advertise your business on an old wreck. Let me know if you think of any other ways to advertise with your vehicle.

How Can A Blog Boost Your Business?

2006-04-03T17:51:00.000-06:00

A blog is a simple tool you can add to your web marketing efforts. Whether it is on it's own or in addition to your website.

Steve Rubel at Micro Persuasion makes reference to really interesting article from msn.com. This article touches on the benefits of Blogging and tips to have a successful Blog.

The article lists the three ingredients to a great blog are great content, regular updating and using your own distinct voice. I have a few additional tips to add to this list. Post comments to other bloggers on a regular basis. Another thing is to read and learn from other blogs that are successful.

So try adding a blog to your marketing mix. You will have fun and stay connected to your clients.

Marketing Ideas From Your Clients

2006-04-03T12:31:00.000-06:00

A way to solicit ideas for marketing is through your customers. Here are some ideas:

Hold a promotional idea contest in which your clients submit a short essay that explains how they think you can best get the word out about your business or they could submit slogans. If you can add an unusual hook to it such as asking them to give you their best wild and wacky promotional ideas. You could also have a contest called "101 Uses For My Product". The crazier the better as this could stir up some publicity about your business. Offer a prize for the best idea(s).
Send your clients surveys asking them for ways you could improve your product or service. If you know what your clients wants and needs are, you can focus your marketing more on those needs.
Big companies hold focus groups. Why not small business? Get a group of your customers together and have them tell you what they like about your business and what you could do to improve it. When you invite them offer it as a customer appreciation day and provide refreshments. Be honest with them and tell them you will be looking for some good feedback on your business that day.

You can come up with more creative ideas of your own. The main thing those is make your intentions clear that you are looking for marketing ideas from them.

Marketing More!

2006-04-02T21:29:00.000-06:00

One reason businesses fail is a lack of or not enough marketing.

Instead of continuously marketing from day one, they put up a sign and expect business to come pouring in. They may also market only when they get desperate and start running out of money. Of course by that time it is usually too late.

So what can you do about this for yourself. Here are some tips,

Set goals- What are the goals and objectives of your business? Try to set a dollar value or number of clients in a set period of time.
Once you have your goals in place, write a marketing plan. As part of your plan, write a budget for your marketing. There are are enough free or minimal cost marketing ideas you can use right now. So you should not need a very large budget. Some people do not even spend a cent on marketing. They do it all by utilizing free methods.
Follow through and be consistent. Persistence and patience are the two most important traits to demonstrate in marketing. Marketing is all about planting little seeds. Some seeds may grow rapidly. Some may grow slowly. Some may not grow at all. The key is to keep planting tose seeds or you definitely will not reap any rewards.

Those just three tips to improve your marketing. The keys are setting goals,having a marketing plan, consistency and persistence.

Partnering Creates Synergy

2006-04-02T09:17:00.000-06:00

As a self employed person you may feel a little isolated at times. You may feel it is me against a mob of other faceless entrepreneurs. It doesn't have to be this way. You can effectively mobilize each others skills and enthusiasm through a marketing technique called partnering.

So what is partnering? Partnering is when two businesses help promote each other through joint marketing efforts. If done correctly a synergy can be created between the two where the sum is greater than the individual parts. Partnering also keeps each business owner accountable to each other for their actions. I also believe it can be a great way to enhance motivation for marketing and help another business owner get motivated.

Some ways to use partnering:

Each partner hands out a coupon- As an example a romantic restaurant may hand out a coupon for a discount on a spa getaway and in turn the spa would give away coupons for the restaurant.
Start a partnering network- Gather together a bunch of complementary businesses and brainstorm ways you can help promote each other. Downtown business associations do this fairly well.
Hold co-facilitated seminars or information sessions- As an example an investment consultant could hold seminars with a lawyer on Investments and Estate Planning. A massage therapist could partner with a chiropractor and do Back Care seminars.
Start a cause- Is there a issue in your community that can be advocated for such as homelessness or youth initiatives? Why not partner with one or preferably more business to start a group. The main thing is that it has to be a cause you believe in. The recognition you gain should come secondary to your genuine concern. If this is not the case your cause will most likely fail. People will also think of you as slick and dishonest if they perceive that you are exploiting a group for your own financial gain. A number of communities have also started groups to fight the entry of Walmart in to their community. Is their any other issues related to business that could be advocated for?
Mention each other in press releases- Again going back to the massage therapist and chiropractor example. A massage therapist could include a quote in there release from the chiropractor and vice-versa.

So there are some ideas to utilize this marketing techniques. Here is another article on this technique form the Duct-Tape Marketing Blog that I thought was informative. Give one or more of these a try and share your experiences with me.

Evaluate Yourself and Your Marketing

2006-04-01T10:01:00.000-06:00

In Toastmasters giving fair and honest speech evaluations is key to helping people improve their speaking skills and feel good about themselves. As a business person it is smart for you to do the same. Evaluate your marketing efforts on a regular basis to improve your skills and effectiveness.

Here are some tips to evaluate yourself and your business.

Look at your objectives- In Toastmasters when we evaluate speeches one thing we look at is the objectives of that particular speech. Did the speaker meet their objectives? In marketing it is wise for you to do the same. Look at your objectives and from time to time. Ask yourself: Am I meeting my marketing objectives?
Be honest and fair with yourself- In Toastmasters the aim is to give evaluations that are honest and fair. The criticism should always be constructive and not destructive. So be easy on yourself. If there is something in your marketing that is not working, learn from it but don't dwell on it.
Emphasize the positives- In Toastmasters we try to give the speaker a lot of positive feedback to help build their self esteem. At the same time we don't give a whitewash evaluation. We give an evaluation that is honest but supportive. As a business person look at what you are doing really well and give yourself a pat on the back.
A Challenge- Some evaluators finish their evaluations with a challenge for the speaker to push their limits on a skill such as gestures for example. You should do the same. After you have evaluated your marketing look at one area for improvement and challenge yourself to take this task head-on. This may be writing more press releases or increasing your networking activities. Be specific and set a goal that you can realistically achieve.

By evaluating your marketing efforts on a regular basis you will definitely become a more savvy marketer.

Why Start a Blog?

2006-04-01T08:47:00.000-06:00

Blogging has become a very popular phenomenon in the world of cyberspace. So why do people blog anyways.Some of the reasons are to share wild and wacky ideas about life, keep their diary online for everyone to see or write an ongoing novel.

Why do I blog? I do it to share information about marketing I have learned as a small business owner with you. I feel I have something to contribute to the knowledge bank of marketing. I also hope to inspire you to come up with some creative marketing ideas of your own.

You should consider writing a blog for your business. On your blog you could make announcements about your business,educate your clients, have contests and share your daily thoughts about whatever. It is all about building a friendly rapport with your client. Your clients will grow to know and like you which will cause them to do more business with you.

If you don't know where to start go to Blogger.com. There you can have a blog up and running for fre in less than ten minutes.

So think about. The only cost is your time to write a few paragraphs a day.

3 Simple Ways to Get Mentioned In The Media

2006-03-31T13:12:00.000-06:00

Are you intimidated and overwhelmed by the thought of writing press releases and trying to get yourself booked for radio interviews. I know I was for a long time.There are a number of ways to get yourself mentioned in the media without too much effort. These small efforts will help to build your confidence for bigger efforts.

Here they are:

Many radio stations have morning call in shows that address various local or national issues. Call in to these as often as possible. Avid listeners of these programs will start to recognize you by name. Additionally people at the radio station may get to know you and call you in for an interview if they find you to be interesting.
Write editorials to your local papers. If you market to a national audience consider the New York Times which is read throughout the U.S. and in Canada. In Canada consider writing to papers such as the Globe and Mail or National Post.
Submit recipes or other information. Many small local papers have regular columns that readers can submit recipes or other information. A small thing. However one of the points of publicity is to get your name mentioned in as many places as possible, no matter how large or small. Of course hopefully the press is favourable.

So consider these tips to get your name mentioned in the media. You never know who is going to be reading that recipe you sent in. Let's get cooking.

Become a Better Person to Promote Your Business

2006-03-31T07:19:00.000-06:00

One way to get yourself known in the community is through community service. I have personally done volunteer work in the past and found it a very rewarding and enjoyable experience.

Volunteering in the community will put you in touch with the people that run the organization and the people that you will be serving. These people are potential clients or contacts that may get extra business for you. Also the service you are doing for your community will help to foster goodwill for your business.

Here are some points to keep in mind when considering volunteering:

Make sure you have a definite interest in the group you are volunteering with. Your genuine interest and caring should come before your interest in increasing your business in this case. Especially considering you may often be working with venerable populations such as children and seniors.
First look at what your interests are. There is a volunteer organization to match just about every interest. Your community should have a community volunteer recruitment centre that can help you find an organization you are interested in.
Be prepared to volunteer at least 2-4 hours of your time. Consider this an investment in your community and yourself as a human being.

As a massage therapist I have volunteered for many organizations. One notable one is the Arthritis Society. I was a volunteer on their board of directors. Unfortunately this service was discontinued in the community I was living in. However as a massage therapist had I been involved with the arthritis society for a longer period I have no doubt I would have had my name mentioned in the press from events they held for fund raising. How great is that! I am doing something for a worthwhile cause I believe in and getting free publicity for myself. Additionally some of the other people on the board were in fields complementary to mind. The networking opportunities were plentiful.

So consider adding volunteer work to your schedule. You will become a better person and market yourself at the same time.

10 Ways Keep In In Touch With Your Clients

2006-03-30T08:48:00.000-06:00

How often have you said"I need to make an appointment with my massage therapist." Then you forget. Keeping in touch with your clients is important as it keeps you in their memory. They are more likely to do business with you again if you keep in touch.

Here are 10 ways to keep in touch with your clients.

If you are a service business, especially health-care service such as massage therapy or chiropractic follow-up in a couple days (by phone)from their first visit to see how they enjoyed your service. Ask them if they would like to rebook.
Newsletters at least every three months.
Birthday cards
Christmas cards or a Christmas letter.
Customer surveys.
An annoucement.
A contest ballot.
A postcard with special offer or business annoucement.
A news clipping or articles that may interest them.
A tips sheet or fact list.

So there are some ideas to get you started. Now come up with your own ideas. This will be an effort you won't regret.

Expand Your Network With Blogging

2006-03-29T23:22:00.000-06:00

There is an interesting article on The Marketing Diva Blog called I Love Bloggers. This article talks about blogging as a networking tool.

This is so true. Blogging allows you to send out your ideas to the world and then you receive feedback on your ideas. This begins a discussion which over time may lead to friendships and business associations. Also you can leave comments on other peoples blogs which will have the same effect.

As a new blogger I am still working on building up those relationships. Like networking in person it takes time to foster relationships. However unlike flesh and blood networking you can develop connections on the other side of the world. Furthermore some people have actually met some of these fellow bloggers in person and developed the connection further.

It is like the old saying goes "Your network only works if you work it!". I feel this phrase definitely applies. So if you haven't started a blog already consider doing it. Then post often and respond to any comments you get and leave comments for other Bloggers. Over time you will develop your network.

Toastmasters can Make You A More Effective Marketer

2006-03-28T18:02:00.000-06:00

I once thought Toastmasters was just a public speaking group. Now after being a member for more than eight years I have realized it is so much more.

This is what Toastmasters has done for me and can do for you as well.

I have enhanced my leadership skills. I have been in various executive committee positions in various clubs including president at two different clubs.
It has made me more interesting and more interested.
It has given me a group of people that I consider friends no matter which club I am in. The fellowship is amazing.
Has improved my ability to evaluate other people as well as myself.

All these elements have added up to increased self confidence, self-esteem, assertiveness and passion. These are all qualities you need to foster if you want to be a shameless self promoter.

In addition the practice I have had writing and presenting speeches has helped teach me how to tighten up my message.

So consider going out to a Toastmaster meeting and see what it is all about. If you would like more information go to the Toastmasters International website. There are links there that will point you to a club in your area.

My Experiences with The $1000,000 Experiment

2006-03-28T11:45:00.000-06:00

I have been an avid reader of Steve Pavlina's Blog. He writes mainly about personal growth with a focus on personal success. Recently I signed up for his $1000,000 experiment. The basic idea is that you hold the intention of manifesting $1000,000 into your life and the lives of other people who hold this intention. I must say I have not become a millionaire yet. A couple things I have noticed though are that I have been investing more energy into activities such as this blog that could potentially make me more money. Also I have been in contact with more money making opportunities. One women tried to sign me up for Melaleuca which is a MLM( I declined) the day after I started holding this intention.

So what has this got to do with marketing? By holding the intention of making more money you will become more driven to do what is necessary to make money and you will increase your marketing activities.

Give this a try. You have nothing to loose.

A Great Networking Idea

2006-03-28T08:16:00.000-06:00

Networking is one of the more effective marketing strategies yet is one of the hardest to implement because of the time and energy involved in using it.

Well I believe this service may make it a little easier. AT MeetUp.com you can arrange meetings in your area that cover your interests. I was first introduced to this at The Small Business Blog.

You could organize networking meetings that are focused in your area of expertise, for people ages 20-30, men women or any other area you are interested in . There may even be a meet up group organized that interests you. I definitely will be trying this out in the future. I feel it is a great place to connect with like minded people.

Also there has been a rumour that Yahoo may be buying this site. When they do the popularity of this site could explode(although it is already very popular). Thus giving many more opportunities to connect with people.

Give this a try and let me know what happens.

Be Unusual!

2006-03-28T07:59:00.000-06:00

Being unusual is a good marketing technique because it helps people remember you. For example Patricia Fripp who is a public speaker has a whole collection of unusual hats she wears. People remember her as the person with the interesting hats. On the same note the comedian Phyllis Diller was known for her outlandish costumes. Her outfit was the first gag in her routine and is what made her memorable.

So how can you use this. Think of something that you can do that will make you more memorable. Perhaps for a man it could be wearing cowboy hats or interesting belt buckles. For a women it could be your shoes, hats or outfit. A florist may want to have a collection of Hawaiian floral shirts. A drycleaner may always have a fresh pressed suit on with unusual ties. Use your imagination here.

So don't be just average, be unusual. Who knows people might start calling you the guy with the cowboy hats or the shoe lady.

Uniquely You. The Unique Selling Proposition

2006-03-27T22:39:00.000-06:00

A unique selling proposition( USP) is a statement about what makes you different from other people with your product or service. It is what defines your target market or niche.

Often a USP is used as a companies slogan or jingle. It may be used on all marketing materials and sometimes becomes the main focus of an advertising campaign. I am sure most of you remember Wendy's " Where's the beef" and McDonald's " You deserve a break today". These are both very brief USPs.

So how do you create a USP? Ask yourself these questions.

What makes my business unique from my competitors?
What group of people am I targeting?
What specific problem(s) do my business address?
How can I solve these problems?

So basically you are looking at a specific group of people and seeking ways to solve that problem.
For example a florist who is targeting busy executives my have a USP that says " Flowers delivered to your office in 1 hour or there free." For myself writing this blog " I am just a regular guy that happens to have some first hand knowledge of marketing that I am willing to share with you the small business owner"

Here is more on unique selling propositions from Abraham.com.

Please share your USP if you come up with one.

What is Your Vision Statement?

2006-03-27T08:33:00.000-06:00

A vision statement is the image you see of your business over time and the contribution you will make to society in your business.

Often vision and mission statements are confused. Basically a mission statement talks about the "purpose" of your business and a vision statement talks about the "blueprint" for your business success.

So why is a vision statement important? First of all a vision statement helps you to focus your energies in your marketing towards where you want your business to be. It gives you a destination. I have also seen a vision statement prominently displayed in business or on web sites. Your customers will gain confidence that you are in this for the long haul and you have a plan when they read your vision statement.

Here is a short exercise to try before you develop your vision statement. I want you to close your eyes and imagine that your company has reached the ultimate limit of success. Think in your mind of this successful person what success looks like. How have you contributed to the betterment of your community,country and/orworld. Next I want you to feel the feelings and confidence you will have knowing you have really made a difference. The more vividly you imagine this and the more excited you get the better.

Now write down some of the things you imagined in this exercise. This will be the basis for your vision statement.

Here is an article I came across that talks more about vision statements and gives some examples.

What's Your Mission Statement?

2006-03-27T07:50:00.000-06:00

A mission statement is a one paragraph statement that reflects the reason your business is in existence.

Just like your business story your mission statement should be in front of your clients as much as possible. It could be on your website, business cards and a prominent spot in your business.

There is no one way to construct a mission statement. According to Janel M. Radtke at the Grantsmanship Centre a mission statement should answer three questions which are:

What are the opportunities or needs that we exist to address? ( the purpose of the organization)
What are we doing to address these needs? (the business of the organization)
What principles or beliefs guide our work? ( The values of the organization)

I personally feel the most important aspect to consider is your values. This is what is going to resonate with your clients the most. If your values are in line with their, they will be more likely to do business with you.

Here is the mission statement of my massage therapy business as an example.

" I am dedicated to offering my clients the highest standard of health care through quality massage therapy treatments, and committed to supporting my clients to make informed decisions about their own health care in a friendly, professional environment."

As you can see I have not totally followed this template. However as I said there is no cut and dry method to doing this.

Have A Memorable Story

2006-03-26T23:08:00.000-06:00

I am sure just about everyone knows the rags to riches story of the founders of Ben and Jerry's. This is it in a nutshell if you have not heard it. Two college buddies who are below average students decide they want to start a business. They find and take a correspondence course on ice cream making. They become multi millionaires through excellent publicity and PR marketing.
Of course there is more to it than that. It is a very entertaining and memorable story that they even have a short film about on the Ben and Jerry's factory tour in Vermont.

Do you have an entertaining or memorable story you can share about yourself and your business? The key is to use your story anywhere you can. Use it on your flyers, website and on the wall of your business. You could even have a condensed version on the back of your business card.

Your story could be in a timeline format starting from day one of your business. Also use humour and list notable achievements in your story.

So tell them your story. You definitely will become more memorable.

Do Customer Loyalty Programs Work?

2006-03-25T16:44:00.000-06:00

I have noticed less of those little punch cards that say "Buy 9 get one free" in recent years. I have used these with limited sucess in my business. Perhaps like other forms of marketing that become popular it reached a point of saturation and it lost its effectiveness.

Today the points card programs seem to be more popular. However they too may reach a point of saturation.

Here are two blog articles I came across.

At Business Pundit the belief is that these programs are no longer effective because they are used so often.

At Mantra Brand Consulting you are given a few things to think about if you do decide to adopt a customer loyalty program.

I will perhaps write more about this topic in future posts, as I feel there is more to be said. Tell me what you think.

Why Focus Your Marketing on Publicity over Paid Advertising?

2006-03-24T07:21:00.000-06:00

It is my belief that Publicity Marketing should be the cornerstone of your business.

Why do I say this?

As a small business owner I know how tight our budget can be. Especially when first starting a business.

The experiences I have had with paid advertising aren't great. The results can be pretty bleak. I have bought advertising in well circulated media that has only netted me a couple of clients. Yet before I pay for the ad other people tell me to be prepared for a rush of business after the ad is published. I have seen other businesses have the same poor results. One hair salon I worked at had a radio station in her parking lot giving out prizes. Meanwhile the location and information about her business were being broadcast throughout the day. A few clients came into the shop at best after that event. The hair salon shut down shortly after this.

The problem is some entrepreneurs buy advertising out of desperation and promises of a flood of customers coming through the door. I have never met a small business owner who has had a flood of business after paid advertising.

Why the poor results? I believe that it is because these days we are so inundated with advertising that one paid ad campaign makes a small dent on our consciousness. Also I believe people are becoming cynical. There are so many false promises in the advertising world.

So why choose publicity marketing?

First of all having your name in print or mentioned in an interview is huge. The credibility you gain in the eyes of the consumer is at least ten-fold over what you would gain from a paid ad.

Publicity marketing takes more effort. You have to write press releases and solicit interviews among other things. However the pay-off in the long run can be great in terms of client base and building celebrity status in your community. Besides I find this type of marketing is fun and can really stimulate your imagination. The results you gain are only limited by your creativity, effort and enthusiasm.

Also marketing in this way may not get you the instant results so often promised by paid advertising. It is my hope that you know that getting rich quick does usually not happen. You are looking at least a good two years to establish your business and that is with persistent marketing.

So should you ditch paid advertising altogether? I don't think so. However if one paid ad is going to be a hardship on your pocket book I would stick with Publicity until you improve your financial situation. Please share your opinions and experiences with me in the comments section on these types of advertising.

Become a Local TV Celebrity

2006-03-23T22:55:00.000-06:00

Have you ever wanted to be on TV? Have you had a great program idea that ties into your business?

When I was living in Sarnia, Ontario, Canada I had an idea for a program on our local community access channel. It was to start a talk show style program on Holistic health. In this program I would interview local holistic/complementary therapy practitioners in the community. My goal was to gain some recognition for not only myself as a Massage Therapist but other people in the community who were in similar fields such as chiropractic.

This is the process I went through.

I approached the station with my idea.
They had me come in for a volunteer orientation evening where they decribed what goes on behind the scenes and the positions available such as camera person or producer.
They had me research episode ideas. The one I submitted to them was on Reiki therapy.
I came in for an on air for audition.
They told me that they would hold on to my idea until they had volunteers to run the program. In addition to being host they wanted me to be producer of the program.

Sadly they never did get the resources together to run my program. However this is something I would like to re-explore in the future. This also illustrates the hit or miss nature of public relations and publicity marketing. I have no doubt that had I started a successful program I would have gotten a ton of great publicity that would have translated to more clients finding my services.

This is an idea that you may want to try. Some other business I have seen do this are Computer Repair shops and Home Decorators. You may consider a "How To" format or interview format.

The benefit of this idea is the free airtime you receive which I feel is far superior to paid advertising. The downside to this idea is the time commitment and work that goes into creating your own program and running it usually on a regular basis. However I think as a small business owner you already know that it takes effort and persistence to build your business. I feel the effort put into this would definitely be paid back over time.

You may not be the next Tom Cruise or Oprah Winfrey. But you may become a local celebrity in your community. People might start to say" Hey, you are that guy/girl on TV!"

Get on Televison By Answering the Phone

2006-03-22T23:40:00.000-06:00

About four months ago I volunteered as a operator at WPBS Watertown, New York. This was to support their membership drive. I would answer phones and collect information for pledges to the station.

Where the marketing opportunity came in here was that in return the station gave Toastmasters(which I am a member of) some airtime during a pledge break to ask a few questions about the organization and they also broadcast how people could reach us. Also Toastmasters was mentioned a numbers of times during pledge breaks. I only volunteered for this once, however the Toastmaster that called myself and a fellow club member down from Brockville, Ontario, Canada does this on a regular basis to promote Toastmasters in his area.

This would be a great idea for any small business owner to adopt. First find out if you have a TV station close to you that has regular member drives. Next call them and ask if they are looking for volunteers to answer phones. Chances if you have a PBS Station in your community, they do this. Finally ask them if you can get a little air time in return. At the very least they may mention your business. This kind of promotion is invaluable and only costs you your time. It is also fun and you are doing something good for a valuable community service.

Let me know if you try this idea. Good luck!

Are you passionate about your business?

2006-03-21T22:38:00.000-06:00

Having passion for your particular field of expertise is very important. In my opinion the person who can sell almost anything even if they are not passionate about it is rare.

If you are marketing a product or service you are not passionate about, you are limiting your success and quality of life. If you are in the wrong field, get out of it or at the very least seek some training formally or informally until you are ready to switch over full-time.

Some benefits to marketing a product or service that you believe in are:

You can be honest with people as you believe in your product. In turn people will see that honesty and learn to trust you.
It is a product that is more likely to succeed as you already know you have a solid product.
It can be fun and rewarding.
You don't have to worry about going to jail by ripping off people through selling get rich quick scheme. How many of these do we see on the internet?
You will be more motivated to keep on going even when sales may not be as brisk as you had hoped.

Here is a list of questions you need to ask yourself regarding your business:

Is my chosen field in tune with my values?
Are my marketing methods in line with my values?
Do I believe in my product or service?
Am I passionate about my product or service?
How can I convey this passion to others?
How can I create more passion in my business?
What are my reasons for being self employed?

You can also come up with your own questions. Do this personal inventory on a regular basis. If you have any negative responses to any of these questions you need to look at how you can turn them into a positive.

By following a passion in your work approach you will not only enjoy life more but you will increase the chances that your business will be a success.

Give Your Press Releases A Unique and Current Angle

2006-03-20T23:10:00.000-06:00

There is an interesting blog post at publicityhound.net called:

PR Web Canada a great way for fitness trainer to give advice to Canada's portly prime minister
This post talks about finding a news piece and piggybacking off it to create a unique angle for a press release. Examples of other services that could have created an angle from this are a Nutritionist or Diet Centre owner.

This idea is a variation of creating a press release that ties your business into a popular topic. Remember how popular dinosaurs were when "Jurassic Park" came out?

These techniques can be very effective for taking something that may not be too interesting to the media and making it come alive.

If you come up with a unique spin on your business that relates to a current news piece, write it in the comments section. I would love to see how you have or could use this technique.

Publicity Blogs

2006-03-19T06:03:00.000-06:00

Here are a couple of publicity blogs I have come across that I feel have really useful information.

http://www.publicityhound.net/
This blog has a lot of useful information regarding how to write great press releases.

http://articlewritingtips.blogspot.com/
This blog talks mainly about how to write articles to promote your website. I think this is a good idea, however I have not tried it myself yet. I believe this information is also useful if you are writing press releases.

These two blogs will give you a good start on how to write good copy. I will be writing more in the future about press releases. Happy writing and good luck!

Tips on Expanding Your Network

2006-03-12T06:15:00.000-06:00

Networking is probably one of the most intimidating aspects of marketing for some people. Especially people like myself who are born introverts. However like myself introverts can definitely exhibit extrovert behavior with some effort. If you are already an extrovert chances are you already know and use these tips I am about to share with you. Here they are

Use your ready made network which includes family friends, doctor, lawyer and other people you do business with.

Let these people know what you are up to in your business and how they can help. You may be starting a business or looking for more clients.

Ask each person if they can refer you three others.

If appropriate to your field offer an incentive or finders fee. For example as a massage therapist it is considered unethical in the province of Ontario to do this.

Meet with professionals that are complimentary to your business and share what it is you do with them.

If you receive a referral, follow-up with them in twenty four hours.

Give referrals to people you would like to receive referrals from or you have received referrals from.

Expand your group of friends and contacts by joining clubs such as Toastmasters or getting involved in groups at your church. These have both been a source of clients and referrals for me in the past

Create a one page handout you can give to potential referrers. This could be a FAQ sheet to prompt them on common questions they might receive from other people on your business.

So there are some ideas to expand your network. I would love to see some more ideas you have in the comments section. Now get out and talk up your business.

Newsletters Keep your Clients Interested

2006-03-09T22:14:00.000-06:00

Newsletters can be a very effective marketing technique for a number of reasons. First they add value to your service. By educating your clients you give them more perceived value of you and your business and turn them into knowledgable zeolots for you and your business.

As a Massage Therapist my newsletter would cover topics such as stress, arthritis and back pain. The articles would explain how massage helps and how they can help themselves. The idea is that I have given my client enough information that they can make informed decisions about their health and they will pass this information on to friends who could use may services.

Benefits of newsletter Marketing

educate clients
motivate clients to use your product or service more
create word of mouth marketing
keeps you in clients mind

What should you include in your newsletter?

Important dates such as a grand re-opening or workshop you are holding
A feature article on a topic related to your business
Tips lists
Resources such as books or websites that clients can access to learn more about your business.

Additional Tips

The information should be directed towards how your product or service can benefit them.
Avoid a" sales job". Nothing will turn the client off faster.
Give away lots of information they can use down the road. They may consult your newsletter later on as a resource.
Publish your newsletter at least once every 3 months.
It doesn't have to be fancy. Even just a newsletter on your letterhead is sufficient. It is the superior quality of information in your newsletter that will hook them.
Try sending out your newsletters to media outlets that you are working on building relationships with.
Post your newsletters in a blog or create an "Newsletter Archive" section on your website. You could even simply e-mail your newsletter to your clients who would rather receive it this way.

So there you have it. That is the bare-bone basics of newsletter marketing. Now all you have to do is start writing.

Three Steps to Creating a Web presence on a "No" Budget

2006-02-19T21:34:00.000-06:00

The task of creating a web presence can be rather intimidating if you have no prior experience. Well it is actually fairly simple once you know where to start. The best part is if you have a low to no budget to work with you can still make a name for yourself on the web. Here are three places to start.

www.Blogger.com - Here you can create your own blog on your area of expertise. It is free to sign up and it is so easy to get started. It took me about ten minutes to get this site up and running. I have had some experience creating websites for myself, however I believe the set-up and maintenance of a blog on this site is so simple that even a person with basic computer skills could maneuver through the interface to maintain their blog.
www.squidoo.com- This is a concept that is similar to wikipedia. What you do is create a "lens". This page is on a topic that is related to your area of expertise. An added bonus is that you earn a bit of income every time someone clicks on your page. I have not tried this option yet, but have thoroughly explored the site and some of the pages on the site on topics that interest me. I do plan on making my own lens. Ah, So many things to do, so little time. This is also a free service and appears to be very easy to set up.
www.netfirms.com- This is the site I have used to host websites I have created in the past. You do have to create your own site in this case with your own software or sofware you can get through them. The service I used was the free hosting plan. I have been with them for five years and have not had any problems. The one thing I like about their free hosting plan is that their is no pop-up ands on your site. They do place some banner adds at the top of your page that are appropriate to the subject of your site.

There are other places on the web to explore. However these are the one I have been exposed to and like. I will provide information about other services I am exposed in my great web journey as I come across them.

Hold Events to Market Your Business

2006-02-13T18:10:00.000-06:00

Holding an event to market yourself can create buzz about you and your business. You don't have to hold a three ring circus to draw attention to yourself. Here are some tips.

Invite a celebrity- Invite the mayor or prominent person such as a well known entertainer in your community to your event. This can be a great way to attract attention to your event. If you let the media know they may even come out and cover it. Recently my wife and I held a non-profit event and had some entertainment from a folk singer that was fairly well known in our community. The media came to cover the event. Mainly they were interested in seeing the entertainer. Unfortunately he had already left and we were packing up when they got there and we missed the opportunity to get some free media coverage for the cause we were supporting which was Amnesty International. This is also an example of the hit or miss nature of marketing yourself this way. As in any type of marketing your persistence will pay off and you may get the media coverage your event deserves next time.

Events with other people that are close to your niche- As a massage therapist I participated in a Alternative Health Fair for a number of years. A local Reiki Therapist organized this event every year. What she would do is book the auditorium at a local community center and have us pay twenty dollars per table. The proceeds after the expenses were paid would go to charity. This event was organized and promoted mainly by the people who participated in it. This idea could work for any small business. If you are a caterer why not hold a Food Lovers Fair and sell tables to other food related companies. A personal accountant could sell tables to lawyers or investment brokers. Also information sessions could be offered throughout the day by the various companies that are in attendance.

Sponsor an event- You could sponsor a night of entertainment by a well known artist. Ideally at your place of business. Also your audience could be the entertainment. My wife and I used to go to a spoken word night once a month at a local coffee shop. At this event audience members would get up and tell poems. Also there would be singing and dramatic storytelling. They sold a lot of coffee those nights. They would donate the proceeds to charity. Another thought I had as a Massage Therapist was to sponsor a local fun run. I never did get to do this( I can't do it all).

So now you have an event. How do you promote it? Contact local newspapers, radio stations and your local TV station. Providing you are running a non-profit event they should be able to list you in their community bulletin for free. Make sure you know the proper timeline for your submission. Generally you should submit your posting to them at least a month or two in advance. Every outlet has a different deadline for submissions. You could also send a press release before your event. Pass out flyers to your clients and post flyers in laundrymats and grocery stores. Finally you could call a reporter to interview you or invite them to the event.

These are just some ideas to get you started. If you need any further ideas let me know. Have you held an event? Could you describe your event to us?

Three Additional Tips for Writing Your Speech

2006-02-12T17:52:00.000-06:00

Here are some more tips for writing your speeches:

Engage senses- In my last post I used the example of the mouse in the maze and how he could smell, taste and touch the cheese. Engaging the senses draws your audience into your speech and helps them visualize what you are talking about. Here is another example to illustrate the effectiveness of this technique. I want you to see a nice yellow lemon in front of you. Now pick it up and feel the soft ,dimpled skin in you hands. Now I want you to smell the lemon. Smell the sweet lemon smell . I want you to peel the lemon. Feel the juice running between your fingers. I want you to take a bite of the lemon. You can taste the sweet sourness of it. Your mouth should be watering by now. I know mind is. As you can see this technique is particularly effective for topics related to food. If you have a business that involves food, use this technique in your speeches often.

Use conversational language- Use short concise sentences that are very conversational in manner. Avoid jargon. To be sure you are on track read your speech out loud. When you are writing your speech imagine you are having a conversation with them. Think of your audience as one person that contains all their characteristics if that makes it easier for you to get into this mode.

Start with a framework- One technique you can use initially is to create a framework or layout plan for your speech. Start by writing the heading "opening" on the top of your page. Leave room under that to write in your opening. Then point one, point two and point three. Under these points put the appropriate number of sub points. Finally create a heading that says closing. So it should look something like this.

Opening

point 1
Sub Point 1
Sub Point 2

Point 2
Sub Point 1
Sub Point 2

Point 3
Sub point 1
Sub Point 2

Closing

Using this approach will give you a basic outline of your speech. Then you can write your speech verbatim following this outline. If you have your speech well enough memorized you can use the outline for your notes during your speech. When I write a speech I usually just write the framework out and then as I practice I will elaborate on each point extemporaneously. So each time I deliver it it is not totally the same. If it is a topic I don't know as much about I may still write it out verbatim and then memorize it. Iit took me a long time to get to this point. In the beginning I would have my word for word script in front of me to refer to during my presentation.

If you follow these three tips you will definitely improve your speech writing skills. Your best speech writing technique is practice. The more speeches you write the better you will become at it.

Write your Speech

2006-02-12T08:15:00.002-06:00

Any good speech just like any good story contains the three essential elements which are an opening, body and closing. Today I am going to give you ideas about what to write in these sections of your speech.

The Opening- A good speech should start with a strong opening. This could be a quote or metaphor.

The Body- One common method in approaching the body of a speech is to have a number of points related to your topic and then elaborate on each. If you have a five minute speech you probably will not want to speak on more than three points. Any more and your audience probably will not be able to keep up or remember what you have talked about. For longer speeches adjust the number of points accordingly. Also you could still keep it to three points and spend a little more time on each. You can use metaphors, quotes or personals anecdotes to support your points is an example of using a metaphor to support a point. Recently I gave a talk on types of speeches used in the workplace. The point I was supporting was on speeches to persuade. I said to the audience "I want you to imagine you are a little mouse in a maze. At the end of the maze is a big block of cheese. You can smell the strong aroma of the cheese. You can almost taste the tanginess of the cheese and you can feel the soft texture of the cheese in your paws". I then stated that "Just like a mouse in a maze, in persuasive speeches you are helping the audience navigate the maze to arrive at your piece of cheese"

The Closing- Finish with a call to action or quote. You could also use a statement that ties into what you said in the opening of you speech. Just as in the opening you want the closing to be memorable. Another good thing to do in your closing is to reiterate what you talked about throughout your speech. This will help your audience remember what you have just talked about. Especially in a longer speech.

If you follow these basics you will have a well written speech. In the next article I will talk about some additional speech writing tips.

Create Positive Word of Mouth Through Free Speeches Part 2

2006-02-10T08:22:00.000-06:00

So, now that you have booked your first speech, what do you do next. You need to plan your talk. I am going to give you some ideas about how to approach your speech.

You want to present the talk as an informational session. Avoid turning your talk into an extended sales pitch. The talk should present information that is interesting and useful. They should have information they can use at home such as how to do simple repairs if you are a repair service. When I gave these speeches I talk about information I want them to know like the effects and benefits of massage therapy, but I also give them information they can use at home such as how to do a self massage or a simple shoulder massage. The key is to be as generous as possible with your information. If they feel you are giving them information that they can use they will repay you by doing business with you.

Keep the information at a fairly basic level. I wouldn't talk about the physiology of massage. That information would probably be over the heads of my audience. Similarly if you are a computer expert you would not talk about processors and HTML unless you were at a computer users group.

Give clients handouts, flyers and business cards. You should have an information hand out or flyers that are interesting enough that clients may refer to again. A tip sheet based on the topic you have talked about would be great! Also give out fyers and business cards about your business if the group you are presenting to allows this. At the least they would most likely allow you to leave information out that participants can retrieve after your session.

The session should also be interactive by utilizing a flipchart to write down points from the audience. You could also do little exercises with participants such as splitting into groups to discuss topics or perform an exercise such as a role-play.

Finally have the participants fill in a feedback form at the end of your session, so that you can get feedback to grow on.

If you follow some of these points I have outlined you will be well on your way to becoming a speaker that becomes known and respected in your community.

Create Positive Word of Mouth Through Free Speeches Part 1

2006-02-08T22:21:00.000-06:00

Public speaking for non-profit groups can be very rewarding. It is also a great way to get your name out in the community and gain some respect. Getting booked as a speaker for groups is actually not very difficult. However as anything does it takes planning and effort.

Personally I have spoken for many non-profit groups which include "Canadian Mental Health", "Parent's Are People Too" and Seniors Centres. Aside from the promotional aspect of this I found it fun and interesting sharing my knowledge with these groups.

I would like to share with you how I was able to get booked as a speaker. A side note.
If you are looking to become a professional speaker as your main business or as a side business, this approach is ideal for "cutting your teeth" so to speak. So this is all good. Now what next? Here are the steps.

Develop a contact list- Usually public libraries keep a list of non-profit groups that contain addresses and contact persons for those groups. Photocopy or write down this list. Ideally type the list into your mail merge program on your computer. You may want to call the contact persons to make sure the information such as address and whether or not they are currently the contact for the group.
Prepare a mail-out- Write a one page business format letter stating your interest in speaking to a particular group. Ideally if you have the time you should tailor each letter to that particularly group. Also list what topics you are willing to speak on. For example some of the topics I can and have spoke on as a massage therapist are Aromatherapy, Stress Relief and Therapeutic Exercises. Try to list at least five topics related to your field of expertise. If you have had some interesting life experiences such as working for the Peace Corps you could also offer to speak on that. Remember you are the product that is being sold here. Ideally they should remember you. In time they may use your product or service if they get to know you and trust you.
Follow-up your letters with a phone call- Three weeks to a month later. Don't get discouraged. Typically as in an other forms of marketing you can expect a one to two percent response at best. Of course that will depend on your profession and how much interest there is in your message.
Publicize your speech before or after- With the groups approval and if it is appropriate you can list your event in community bulletins or publish a press release before or after the date. You will build good-will and name recognition using this approach. Other groups may notice you are available as a speaker.

So that is really all there is to it. In time my experience has been you will get some referals to other groups to speak at and as you can see if you have a really hot topic or are a real go getter this definitely has a lot of potential to really grow your business.

In part two we will discuss what to do once you get your first speech.

Don’t Let Fear Conquer Your Greatest Marketing Asset, Your Voice

2006-02-05T20:47:00.000-06:00

Public Speaking. Do these two words strike fear in your heart?

Do not let this fear stop you. You do not want to miss this opportunity to market yourself. Even if you are selling a product, you are still the main product that needs to be sold. After all if your customers don’t like or trust you they will not do business with you. Public speaking is a prime opportunity to highlight the benefits of doing business with you. In this article I will share some ideas to help you work through this fear.

I can still remember giving my first speeches in grade school. I would find a topic of personal interest. Dinosaurs were one of them. I would then get a book on the subject and write out five to ten minutes worth of material almost verbatim. Finally, I would stand in front of the class and read my speech. My hands would be sweating. My voice would be quivering and my knees shaking. Those few minutes in front of the class would seem like an eternity. I like many people suffered from fear of public speaking. I carried this fear all the way into early adulthood. What helped me overcome this fear? I joined a club called Toastmasters. They are a worldwide non-profit organization dedicated to public speaking, communications and leadership. This was the greatest career and life enhancing decision I have ever made. Since then I have done speeches on one of my professions, which is Massage Therapy to many organizations. I have also spoken for non-profit groups as a volunteer. I have even conducted fee-based workshops for other Massage Therapists. I continued this for eleven years of my life and now have entered the great profession of nursing and have had many opportunities to present information to my classmates. I would have not had all these great experiences if I was still living in fear of public speaking. It has allowed me to get my message out much more effectively than any print ad could ever do.

I now want to share with you some tips to work through your fear of public speaking. Of course my number one recommendation is to join a Toastmasters club. To find a club in your city go to www.toastmasters.org.These tips are as follows

1. Use visualization- Athletes have used this techniques for a long time and so can you. Before you decide to speak in front of an audience visualize your success. Usually before I give a speech I find a quiet time to visualize myself presenting it. I first hear the chairperson giving me a very flattering introduction. I then hear the rousing applause as I am welcomed in front of my audience. I picture myself walking up confidently and with a smile. I see myself standing silent for a moment while the audience waits in anticipation for my first spoken word. I picture myself presenting my speech in front of an intent and smiling audience. When I finish my speech the audience claps loudly and maybe even cheers. I walk confidently back to my seat. You may have noticed this visualization included both the senses of sight and sound. If you can find a way to include smell and touch that would be great! The more senses you involve the more vivid your visualization will be. Of course you may want to repeat this exercise daily for at least a week or two before your presentation. The more strongly you ingrain these images in your mind, the higher chance you will have of successfully controlling your fear.

2. Practice in front of a mirror or ideally in front of a cam-corder- By seeing yourself presenting you can give yourself some good honest feedback on your speech before you present it for real.

3. Practice, Practice, Practice- The more you practice and learn your speech the more confident you will become and you will really be able to focus on the message the day you do the real presentation.

4. Get support- Have a test audience made up of at least one or ideally more of your friends or family members and have them give you some feedback on your presentation. Also a Toastmasters club is a great place to get this kind of support

5. Just keep giving speeches- You will gain greater control over your fear each time you successfully work through it

Over time if you implement some of these tips you will overcome your fear of public speaking. Of course the butterflies may always be there no matter how confident you become. But you will now be able to help those butterflies fly in formation and channel that nervousness into creating more energy in your speeches.

Three Tips for Becoming Recognized as an Expert

2006-02-02T22:18:00.000-06:00

To become an "expert" in a given topic you do not need to acquire a degree. Degrees are good in some cases where a given career requires it such as engineering.

Here are three tips to becoming an expert without acquiring a degree.

Become an information sponge- When I wanted to learn how to market my business through public realtions and publicity marketing I read a lot of books, websites and web articles to learn the information I needed to become knowledgeable in these areas. I also joined Toastmasters.
Walk the walk- Once you've acquired the knowledge you need to take action. Put a plan in place. For me that was to set a goal and then break the goal into tasks via a to do list. By practicing you will learn what works and what doesn't.
Promote your ideas- Once you have acquired the knowledge and put it to practice you can tell other people your ideas through a blog, website or other method. If they find your information helpful they will consider you an expert in your area.

So as you can see becoming an expert on a topic still takes a lot of effort even if you don't go the route of getting a degree. However the knowledge and life experience you will acquire is immeasureable. Good luck future expert.

" Going Up" the Communication Ladder with Elevator Speeches

2006-02-02T00:32:00.000-06:00

What is an elevator speech?

It is a brief, concise statement about you and what it is that you do. It is stated in 15 to 30 seconds. Instead of saying I am a nurse for example, you might say. I treat people how their mother would have treated them sick in bed at home. I am a nurse. A little more interesting and memorable isn't it.

How do I construct an elevator speech?

In order to construct an elevator speech you must answer these questions. What is my target market? It may be seniors or childeren. In my case it would be people like you who are seeking information about marketing themselves. What problems do my target group have? What are the solutions? In your case you want to learn how to effectively market yourself. I can help you with that by offering you information to better do this.

What situations can elevator speeches be used in?

elevators of course
a line up at the bank
in a job interview, yes your interview responses are an elevator speech
at networking meetings
if you think of any other places let me know

So next time you are on the elevator elevate your communications to the next level. Use the elevator speech.