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Casual Articles - Marketing a Small Business: Just Stop and Think
Jewelry retailers across the country are gearing up for May 1, the official start of gold month 2006. Since 2004, jewelers have used May as a platform to reach customers considering purchases for Mother’s Day, graduation, first communion, confirmation and the bridal season. In addition to the gift-giving opportunities, the campaign is also designed to inspire self-purchase, encouraging customers to update their spring and summer wardro
Them
Think about your clients. Who do you like to work with, what kinds of problems you enjoy solving for them? What do they value about you, and what do they really gain from working with you?
You
Whether you are the boss or an employee, your story and your approach is what your clients will “buy”. Don’t leave yourself out of your business. Think about how you got to be the person
If you plan to make outrageous but true claims in your direct response copy, make sure you have a calculator nearby as you write. Because sceptical prospective customers and existing customers will check your numbers, even if you don't.As Exhibit A I present to you the outrageous and impossible-to-believe claims of Vincent James, the self-proclaimed 12-Month Millionaire who sells a get-rich-quick course on direct res
Many small business owners fight the idea of working to set plans or marketing strategies which feel contrived, and prefer to keep their marketing “natural”.
But if you need more clients what do you do?
A first reaction is often to take some action but unfortunately you might end up with the wrong client, or the wrong deal. This can result in activity which could even set your business back. A better response is to stop and think which will help you gain a compelling clarity to make it easier for the right prospects to buy from you.
Even if you don’t have a plan and hit a problem, there is often a temptation to just keep on doing what you were doing. In fact it can be difficult to take the foot off the brake and stop and think. Even when that wonderful golden opportunity – low hanging fruit – falls right into your hand it can be important to stop and think to make the most of it. There may be a chance to try things a new way, from your presentation or PR, to the type of target market or new partners you really want.
Regular space to step back and think about the big picture helps you to avoid getting off track. That big single client, for example, who looks like the perfect solution, might tie up too many resources. To build your business effectively it might be better to go out and target one market niche, and aim to pull in 5 smaller clients.
When you take the time to stop and think, talk in everyday language. Business jargon or code often makes it harder to see what is real in your business. There are only three things that matter: Them, You and It.
Stop and think about:
Them
Think about your clients. Who do you like to work with, what kinds of problems you enjoy solving for them? What do they value about you, and what do they really gain from working with you?
You
Whether you are the boss or an employee, your story and your approach is what your clients will “buy”. Don’t leave yourself out of your business. Think about how you got to be the person
The other day I had some new office furniture delivered. The very professional and efficient delivery person took my payment, and when he saw the name of my business on the check, he asked what the Management Education Group did. I told him that I coach and teach managers to be more effective as leaders. The delivery person quickly replied, “So, you teach them to lie to us?”Since the delivery person seemed to be such a positive
Even if you don’t have a plan and hit a problem, there is often a temptation to just keep on doing what you were doing. In fact it can be difficult to take the foot off the brake and stop and think. Even when that wonderful golden opportunity – low hanging fruit – falls right into your hand it can be important to stop and think to make the most of it. There may be a chance to try things a new way, from your presentation or PR, to the type of target market or new partners you really want.
Regular space to step back and think about the big picture helps you to avoid getting off track. That big single client, for example, who looks like the perfect solution, might tie up too many resources. To build your business effectively it might be better to go out and target one market niche, and aim to pull in 5 smaller clients.
When you take the time to stop and think, talk in everyday language. Business jargon or code often makes it harder to see what is real in your business. There are only three things that matter: Them, You and It.
Stop and think about:
Them
Think about your clients. Who do you like to work with, what kinds of problems you enjoy solving for them? What do they value about you, and what do they really gain from working with you?
You
Whether you are the boss or an employee, your story and your approach is what your clients will “buy”. Don’t leave yourself out of your business. Think about how you got to be the person
Do you use telemarketing scripts when selling by phone? If you are a telemarketer you probably do. Most telemarketing firms provide their employees with scripts to use when selling over the phone.Do you think that telemarketing scripts are worthwhile or would an unscripted phone call produce better sales results?Most telemarketers would agree that unscripted and natural sounding phone calls produce better results, yet many
Regular space to step back and think about the big picture helps you to avoid getting off track. That big single client, for example, who looks like the perfect solution, might tie up too many resources. To build your business effectively it might be better to go out and target one market niche, and aim to pull in 5 smaller clients.
When you take the time to stop and think, talk in everyday language. Business jargon or code often makes it harder to see what is real in your business. There are only three things that matter: Them, You and It.
Stop and think about:
Them
Think about your clients. Who do you like to work with, what kinds of problems you enjoy solving for them? What do they value about you, and what do they really gain from working with you?
You
Whether you are the boss or an employee, your story and your approach is what your clients will “buy”. Don’t leave yourself out of your business. Think about how you got to be the person
So, you’ve been poking around on the Internet looking for a way to earn money working from home. You’re sick of your boss, your commute, your life-sucking job and want to work on your own terms. You’ve done a little research and decided that you have a computer and can type, so freelance transcription is maybe the way to go.What now?First, you should know that there is no magic pill. It does take time, effort, belief in
When you take the time to stop and think, talk in everyday language. Business jargon or code often makes it harder to see what is real in your business. There are only three things that matter: Them, You and It.
Stop and think about:
Them
Think about your clients. Who do you like to work with, what kinds of problems you enjoy solving for them? What do they value about you, and what do they really gain from working with you?
You
Whether you are the boss or an employee, your story and your approach is what your clients will “buy”. Don’t leave yourself out of your business. Think about how you got to be the person
You’ve got a viable product, you know that this large company would be very interested in it – you are now entering a high risk area – pitching your product to a much larger company.A couple of things to think about before you start. The large company has more resources, more money and more lawyers at their disposal so you need to protect yourself as much as possible first of all.Secondly, are you sure that your idea is no
Them
Think about your clients. Who do you like to work with, what kinds of problems you enjoy solving for them? What do they value about you, and what do they really gain from working with you?
You
Whether you are the boss or an employee, your story and your approach is what your clients will “buy”. Don’t leave yourself out of your business. Think about how you got to be the person you are, and what is important to you about what you do.
It
This exchange of skill for money is the link between you. How much does your product and service range reflect what you and your customers really want?
How you relate these three elements emerges once you have the main pieces in place. Taking the time to get away from the day to day pressure is a great help for freeing up your ideas. Many people discover they have had breakthrough thoughts immediately on waking, or after a car journey or a walk in nature. It is often when you are relaxed that the ideas and insights appear. Don’t rush the process.
Another great catalyst is a person who is not deeply involved in what you do. He or she can challenge your assumptions and make you stop and think. A coach, mentor or business-savvy friend could be the perfect answer. Choose the person wisely and make sure they can encourage any unformed and semi-developed ideas.
The other alternative is to respond to questions through the anonymity of a book or e-course. This can be more freeing than responding or reacting to a real human being. You are still encouraged to think deeply but you gain the absolute clarity and confidence that you are the creator of your business.
The more simple your business is to you, the more confidently you walk the path to success.
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