Global Marketing Plus

Very few of the successful small business owners I have worked with were expert sales people, however, most were excellent marketeers in that they used a variety of methods to attract new customers.

They didn’t run a normal ad, their ads sparkled.  They didn’t have the normal brochure, their brochures had unique colors and folds.  Their mailings weren’t normal, they included gifts.  They didn’t simply attend a lot of network meetings, they spoke engagingly before those groups.  If there were no networking groups that fit their needs, they started their own.

The only difference between a great marketeer and other business owners is using the marketing tools in more personalized ways.

Marketing can open the doors to strategic alliances, establish you as an expert in your field, and generate a stream of customers who are eagerly seeking what you and only you can offer.

Most of the things an expert marketeer does to attract attention are not costly, but they are effective.  Over the years, as I have turned around near bankrupt companies, I have found that the best ways to let potential customers and clients know about the products and services the company offers were not the most expensive.  In fact, in most cases for small businesses, using standard and expensive advertising can be a kiss of death when you find the advertising does not work.  Many run out of money and give up, thinking that there is no market for what they do.

So how do you find which method will actually work for you as a small business?  Can you really use direct mail to get business?  Will advertising be a waste of your money? 

Tomorrow we will begin to explore how to develop a marketing campaign that is tailored for your needs.