b page easy to use. If it is too complicated, visitors go elsewhere – probably to one of your competitors. Don't forget to set up a FAQ (frequently asked questions) section. Note the questions, and answer them for your visitors who hate to be left in the dark about anything.

Provide an address and a means of reaching you or your company. Nothing is more annoying to a customer than finding the company wanted and then having no way to get in touch with them. Once the individual realizes that, it is quite possible that questions about reliability and ethics may hove into view.

The internet’s power lies in its connectivity. So, don’t undermine it; build on it.

In add

Marketing is a multi-faceted process that can take you from where you are now to where you want to go. Let’s take a good look at what should be included in your “marketing plan,” but not necessarily in the order shown.

Design a dynamite brochure that stresses the benefits to your customers and potential customers of your service and products. Very few people – except maybe your competitors – are interested in what you market as much as they are in how what you market will benefit them or further their goals. Take a look at your brochure.

SIX THINGS TO CONSIDER:

1. Does it convey that message?
2. Is it eye appealing?
3. Is it on glossy paper?
4. Is the layout attractive?
5. Did you avoid the problem of “too much information?”
6. Are the graphics appropriate in style and number?

If you can’t say “yes” to these questions, then set aside that brochure and begin again. You have only one chance to impress your customer with that brochure. Take advantage of the opportunity and do it right.

Be sure that your business cards do double duty by making certain that their layout and message are correctly planned. Are they attractive to the eye, easy to read? Do they provide your title, email address, and web site? And don’t forget that a logo and slogan go a long way toward building your brand. Keep the logo simple. Consider some of the most easily recognized and remembered logos – Coca Cola ©, Apple Computer © are two good examples. Note how simple but memorable they are. Your slogan should be simple, easy to remember, and easy to quote – “Drink Coke” – is an excellent example. Last, but far from least, use good card stock and remember that some colors are a turn-off. Create a card that your client will keep and remember.

While we’re talking about getting your name in front of your clients, let’s consider the power of the internet. Do you have a web page? If not, you really should consider setting one up. It’s easy (at least the simple ones are), and it can be put up and hosted for very reasonable fees by a company like Go Daddy (I’m not kidding that is really the name of the server and host). Once you have that page set up, you will want to:

CREATE YOUR WEB SITE:

It is very important to link to associations, chambers, trade journals, and vendors whose products you use or to whom you provide services because that link will increase the traffic to your website. So, call them and ask if it is all right if you link to their pages. It is very rare for anyone to refuse the linkage (assuming the product or service offered doesn’t violate their code of ethics) since the linkage is a good form of advertising and marketing for them, too.

Make that web page easy to use. If it is too complicated, visitors go elsewhere – probably to one of your competitors. Don't forget to set up a FAQ (frequently asked questions) section. Note the questions, and answer them for your visitors who hate to be left in the dark about anything.

Provide an address and a means of reaching you or your company. Nothing is more annoying to a customer than finding the company wanted and then having no way to get in touch with them. Once the individual realizes that, it is quite possible that questions about reliability and ethics may hove into view.

The internet’s power lies in its connectivity. So, don’t undermine it; build on it.

In addi

Is the layout attractive?
5. Did you avoid the problem of “too much information?”
6. Are the graphics appropriate in style and number?

If you can’t say “yes” to these questions, then set aside that brochure and begin again. You have only one chance to impress your customer with that brochure. Take advantage of the opportunity and do it right.

Be sure that your business cards do double duty by making certain that their layout and message are correctly planned. Are they attractive to the eye, easy to read? Do they provide your title, email address, and web site? And don’t forget that a logo and slogan go a long way toward building your brand. Keep the logo simple. Consider some of the most easily recognized and remembered logos – Coca Cola ©, Apple Computer © are two good examples. Note how simple but memorable they are. Your slogan should be simple, easy to remember, and easy to quote – “Drink Coke” – is an excellent example. Last, but far from least, use good card stock and remember that some colors are a turn-off. Create a card that your client will keep and remember.

While we’re talking about getting your name in front of your clients, let’s consider the power of the internet. Do you have a web page? If not, you really should consider setting one up. It’s easy (at least the simple ones are), and it can be put up and hosted for very reasonable fees by a company like Go Daddy (I’m not kidding that is really the name of the server and host). Once you have that page set up, you will want to:

CREATE YOUR WEB SITE:

It is very important to link to associations, chambers, trade journals, and vendors whose products you use or to whom you provide services because that link will increase the traffic to your website. So, call them and ask if it is all right if you link to their pages. It is very rare for anyone to refuse the linkage (assuming the product or service offered doesn’t violate their code of ethics) since the linkage is a good form of advertising and marketing for them, too.

Make that web page easy to use. If it is too complicated, visitors go elsewhere – probably to one of your competitors. Don't forget to set up a FAQ (frequently asked questions) section. Note the questions, and answer them for your visitors who hate to be left in the dark about anything.

Provide an address and a means of reaching you or your company. Nothing is more annoying to a customer than finding the company wanted and then having no way to get in touch with them. Once the individual realizes that, it is quite possible that questions about reliability and ethics may hove into view.

The internet’s power lies in its connectivity. So, don’t undermine it; build on it.

In add

le. Consider some of the most easily recognized and remembered logos – Coca Cola ©, Apple Computer © are two good examples. Note how simple but memorable they are. Your slogan should be simple, easy to remember, and easy to quote – “Drink Coke” – is an excellent example. Last, but far from least, use good card stock and remember that some colors are a turn-off. Create a card that your client will keep and remember.

While we’re talking about getting your name in front of your clients, let’s consider the power of the internet. Do you have a web page? If not, you really should consider setting one up. It’s easy (at least the simple ones are), and it can be put up and hosted for very reasonable fees by a company like Go Daddy (I’m not kidding that is really the name of the server and host). Once you have that page set up, you will want to:

CREATE YOUR WEB SITE:

It is very important to link to associations, chambers, trade journals, and vendors whose products you use or to whom you provide services because that link will increase the traffic to your website. So, call them and ask if it is all right if you link to their pages. It is very rare for anyone to refuse the linkage (assuming the product or service offered doesn’t violate their code of ethics) since the linkage is a good form of advertising and marketing for them, too.

Make that web page easy to use. If it is too complicated, visitors go elsewhere – probably to one of your competitors. Don't forget to set up a FAQ (frequently asked questions) section. Note the questions, and answer them for your visitors who hate to be left in the dark about anything.

Provide an address and a means of reaching you or your company. Nothing is more annoying to a customer than finding the company wanted and then having no way to get in touch with them. Once the individual realizes that, it is quite possible that questions about reliability and ethics may hove into view.

The internet’s power lies in its connectivity. So, don’t undermine it; build on it.

In add

very reasonable fees by a company like Go Daddy (I’m not kidding that is really the name of the server and host). Once you have that page set up, you will want to:

CREATE YOUR WEB SITE:

It is very important to link to associations, chambers, trade journals, and vendors whose products you use or to whom you provide services because that link will increase the traffic to your website. So, call them and ask if it is all right if you link to their pages. It is very rare for anyone to refuse the linkage (assuming the product or service offered doesn’t violate their code of ethics) since the linkage is a good form of advertising and marketing for them, too.

Make that web page easy to use. If it is too complicated, visitors go elsewhere – probably to one of your competitors. Don't forget to set up a FAQ (frequently asked questions) section. Note the questions, and answer them for your visitors who hate to be left in the dark about anything.

Provide an address and a means of reaching you or your company. Nothing is more annoying to a customer than finding the company wanted and then having no way to get in touch with them. Once the individual realizes that, it is quite possible that questions about reliability and ethics may hove into view.

The internet’s power lies in its connectivity. So, don’t undermine it; build on it.

In add

b page easy to use. If it is too complicated, visitors go elsewhere – probably to one of your competitors. Don't forget to set up a FAQ (frequently asked questions) section. Note the questions, and answer them for your visitors who hate to be left in the dark about anything.

Provide an address and a means of reaching you or your company. Nothing is more annoying to a customer than finding the company wanted and then having no way to get in touch with them. Once the individual realizes that, it is quite possible that questions about reliability and ethics may hove into view.

The internet’s power lies in its connectivity. So, don’t undermine it; build on it.

In addition to creating a level of awareness, you also want to make certain that your clients and customers remember you. Many people use incentive gifts for this purpose. If you decide to do this, make certain that the gifts are useful reminders of you and your company. We have all been handed strange little “gifts” that will never be used by us or by anyone in our companies, so if we later remember the company, it is not necessarily a favorable memory. Also, consider the fact that if everyone “gives” such an item, it won’t be memorable. I can’t tell you how many company pens I’ve received over the years. Useful? Yes. Memorable? No. The gift needs to stand out, last, and be used on a regular basis. If it won’t be, why spend the money to buy and give it? Items that are useful and can be put on the client's desktop will have good visibility.

The best gift you can give any client or customers is attention – solicit input, listen, and take action when you learn needs and interests. One thing you should do is solicit input from customers and clients on a regular basis and act on what was said if it is feasible, legal, and possible. Then let all of your clients know what you are doing with the information they provided.

One of the most effective ways to secure good information is to establish a focus group. This group provides you with face-to-face contact (or ear-to-ear if you use a phone conference) and critical input. The group can shift members, but regular meetings should be held in order to stay informed about customer needs and views.

If we all had our way, our customers would do our marketing for us by telling their friends about us and our services or products. Well, why not encourage “word of mouth” action? Ask for it and encourage it with thank you gifts. Sponsor a community or school event that will result in “fame.” And, last, but far from least, hold training sessions (related, of course, to your product or service) to remind the world that you not only exist but care for your customers and want to help them succeed.

I doubt if there is anyone in business who hasn’t been told to study the competition and do it one better. But because public speaking is so frightening to many people, if they were once told to speak or write on topics that mesh with client needs, many probably tuned out the suggestion. So, I’ll make it again – get known as an expert – after all you are one – speak at local, state, and national events and write articles that you trade for ad space.

You’ve probably already figured out my next point – build brand recognition through repetition. Consistency is vital, so it is important to let your customers hear from you on a regular basis, but make certain that what