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- Charlie
Small Business Marketing That Gets Results
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What’s happened to your sales this past year? Are sales increasing or are you struggling to find buyers?
The temperatures have turned cold here in New England, and there have already been two snowfalls in the mountains. In Vermont, where I ski, the bears have hunkered down for the winter.
Does it look like your buyers are hibernating, too?
Are you thinking of pulling back on your marketing because of it?
Your answer to the first question may be “Yes”, but your answer to the second should be “No.” While your prospects may be more reluctant to make a purchase, there are still plenty of buyers out there. Cutting back on your marketing is a surefire way to lose even more sales and money.
Want to make money this year instead?
Take these three steps to keep your business on track and make next year your most profitable:
1. Stay Confident
The biggest mistake you can make is to lose confidence in your products and your services. Start to doubt your unique competitive advantage and your ability to improve your marketing, and you’ve lost the race before the start. Like a bear smells fear, your customers will notice your hesitancy and they’ll buy from a competitor who appears confident of success. They’ll steer clear of you and you’ll lose even more business.
Unless you compete directly with huge corporations on the scale of a Microsoft, there are plenty of people buying. What you need to do is attract more of them.
Ready to find out how to attract more clients? Start here >>
2. Focus On Your Core Strengths
Obviously, we’re doing business in a very different economic climate than we were a few years or even a few months ago. The marketing strategies that may have helped you stay afloat in the past could easily sink your business this year.
To succeed in this economy, your small business needs to be more focused and specialized. Companies like Circuit City that sold a bit of everything are closing their doors, but I see this happening to small businesses as well. Small companies that try to provide too many products or services are struggling. And for good reason; prospects can’t figure out what they excel at.
On the other hand, businesses that target a specific service or product are holding their own. I’m hearing that business is holding steady and, in some cases, growing from a whole host of people including: voice and data technology providers, and even from some real estate developers. Online, many niche services and products are growing too, including online bookkeeping, online virtual assistants and niche information products.
Discover how to grow your business this year >>
One of my clients is an organization that has been in business for two years providing innovative treatment to people with alcohol problems. Using the website strategies I showed them, they had their best week ever last week. This is a surprise since I’d think the economic news would be driving people to drink instead of to a cure.
Over a decade ago management guru Tom Peters advised business leaders to “stick to your knitting.” Finding the thing you do best and sticking to it is still one of the keys to success. For example, while many banks are struggling because they took big risks with subprime mortgages, the First National Bank in Orwell, Vermont is thriving. They stuck to what they knew well, only providing loans to people who they were confident could pay them back. The result? They maintained a positive cash flow and now more customers are flocking to their doors. This year loans are up 22.6% and deposits up 7%.
Even in the abysmal real estate market there are success stories. Everest Development in Denver offered 135 luxury condos for sale at prices ranging from $500,000 to $2 million and sold 90% of the properties earlier this year. Of course location and amenities were key, but these people knew their market.
You, too, can succeed by focusing on your strengths. Discover how >>
3. Find Out How To Attract More Buyers
At the risk of being redundant, I’m going to say it once more. There are plenty of buyers out there. All you need to do is attract a few more.
The first step to increasing your profits in the next 12 months is to find out how to:
• Attract more prospects
• Clarify the value of your products and services.
• Gain prospects’ confidence.
• Motivate prospects to buy, and buy today.
To make it easier, I’ve created the lowest cost way to access the strategies you need to maximize your profits in less time this year. I’ve put together a monthly mentoring program to show you exactly what works and how to do it.
Interested in making more money this year? Find out how to do it >>
On average, most small businesses will see their profits decline this year. Your business doesn’t have to be one of them.
You’re more ambitious than the average business owner and smart enough to look for ways to take advantage of the situation. Small businesses with the best marketing win every time; be a winner in this economy by finding out what works.
Stay confident, focus on what you do best and find out the fastest ways to attract prospects and convert them to buyers, and you’ll maximize your profits this year.
-Charlie
Small Business Marketing in any Economy
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Have you been watching TV or reading the newspapers? The bad economy makes great headlines, and they’re full of it. You can’t miss hearing or reading about how terrible it is for business. But if that’s all the news you’re getting, you are missing the good news.
The good news about this economy is plentiful. It just doesn’t make great headlines on TV.
It’s true: Many businesses will struggle or even fail during this downturn… but at least ten percent will prosper. That’s right: At least one out of ten businesses will see their profits grow!
Want to be one of those ten that attract more clients and profits? Find out how >>
Every week, I talk to entrepreneurs and businesses that, despite all the bad news in the press, are holding steady or even growing in this economy. And, they all have one thing in common: Their efforts are clearly focused on 3 simple ideas I’ll share with you below.
For most business owners, it’s not a lack of ideas that is the problem. It’s knowing which ones to use. So today I’m going to give you the keys to the kingdom: the three key ideas to use whether you’re thinking of starting a business or have been in business for decades.
These are the three most important ideas I’ve ever shared, and I recommend you read them and then tape them to your forehead, or rather to your computer monitor, and use them to focus your efforts, so you maximize your sales and profits this year and for the rest of your business career.
The 3 Keys to Ultimate Business Success
1. Needs
Whether you sell sunglasses, hearing aids, sports training, legal services, or financial advice, the place to focus is on your prospects’ needs. I know one entrepreneur who thought that the sunglasses parents were buying for their young children were a joke. So she came up with a line of quality unbreakable sunglasses for young kids, and her business is growing like wild.
Every product or service you create and market should be designed to meet an apparent or perceived need of your target market. No need, no sales. High perceived need, high sales.
The same is true of your marketing. It should be focused on your prospects’ needs. Focus your marketing on yourself, and you’ll struggle forever. Focus on what they want, and you’ll get their attention and their business.
Discover how to transform needs into profits >>
2. Relationships
Your biggest competitive advantage isn’t the quality of your products or services; it’s the number and strength of the relationships you have with prospects and clients. It’s the amount of confidence you command. So, where should your marketing be focused?
Focus 80-90% of your marketing efforts on relationship-building activities.
Typically, most marketing is aimed at getting the sale, not at building relationships or confidence. Big mistake! People need to first know you and trust you before they’ll buy from you. They need to be sure you’re the best company to buy from, and your product or service does what you say it does. Where confidence flows, money follows.
How do you gain someone’s confidence so he or she will buy from you? You help them get to know you through repeated contacts and demonstration of your expertise.
Find out how to build relationships for business success >>
3. Profits
Most entrepreneurs and business owners’ attention is squarely focused on increasing sales when instead they should be focused on profits. This can be a fatal mistake, skewing your marketing efforts and distracting you from what you should be paying attention to.
In the past few years, Washington Mutual had amazing success increasing the sales of mortgages. And as you know now, they lost money on each of these and, ultimately, caused the bank to fold.
Whether you are testing a headline, an ad, a sales letter, a website, an upsell strategy, or a followup strategy, the question you should be focused on is, “What will help us maximize our profits?” Yes, you could send out ten thousand postcards and get a few more sales, but if your response is low, your marketing costs are going to decimate your profits.
The solution to making more is to continually test and improve everything you do to market your business, so that each month, you’re generating more leads, more sales and yes – more profits.
Want to maximize your revenue? Discover how >>
That’s it! Needs, Relationships, and Profits.
Tape those 3 words to your wall, and if every day you ask yourself the following five questions, then you’ll be headed in the right direction.
- What are the needs of my prospects (perceived or real)?
- How can I do a better job of fulfilling those needs?
- What am I doing to start more relationships with prospects?
- What weekly and monthly activities am I doing to strengthen relationships with prospects and clients?
- What elements of my marketing am I testing and what would work better to increase profits?
Interested in finding out how easy it is to increase your profits? Apply here >>
- Charlie
Small Business Marketing Success in Any Economy
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