Maximize
Attention For Your Small Business
by: Jeremy Cohen
If you have a
great product or service that people want you are well on your
way to being successful. However, in order to lock in and grow
your success you need to maximize the attention your products
and services get.
As a small business
owner you probably don’t have millions of dollars to spend on
advertising campaigns to drill your company’s name into your
prospects minds. That’s okay. Many small business owners find
their success by effectively developing and using their marketing
message. You can use your marketing message to position your
business in such a way that your prospects will think of you
when they decide it’s time to take action to tackle a problem
they have that you help solve.
A marketing message
is not a slogan or catch phrase. There is an important difference.
An effective marketing message speaks directly to a specific
audience and features benefits, results and the value of a product
or service. Slogans and catch phrases often have nothing to
do with a specific market or results and benefits. Slogans and
catch phrases are used by big companies to imprint their corporate
image in our minds simply by sheer repetition. They need not
relate to hamburgers or sneakers for us to immediately associate
a couple of words with the appropriate company.
Here are five simple
steps you can take to help maximize attention for your business.
1. Drop the Slogan
If you’re using a slogan or catch phrase to market your small
business you’re probably missing opportunities to have prospects
identify you as the solution to their problem. If your slogan
does not clearly identify the population you serve and the results
you provide you are definitely allowing business to pass you
by.
Make the decision
to drop the slogan and develop and use a marketing message.
You will increase your ability to develop new business.
2. Develop or Correct
Your Marketing Message
Once you have decided to let your slogan go the way of the Dodo
you must develop your marketing message. When writing your marketing
message think about those you help and the benefits they seek
from your product or service. Ask yourself as many questions
as you can to identify your customers and the results they seek.
When you’ve answered these questions you can use the information
you’ve gathered to put together a marketing message that sells.
3. Use Your Marketing
Message
Once you’ve developed your marketing message you’ll want to
include it any aspect of your business where a marketing opportunity
may present itself. Remember, the purpose of using a marketing
message is much the same as that of a slogan or catch phrase,
you want to position your business in your prospects minds so
that they think of you when they decide to take action to solve
their problem.
Because you don’t
have the capital to run thousands of television and full page
print ads in major periodicals, you must massage your marketing
message into the every-day occurrences of running your business.
For example, how
often do you give someone a business card or answer the phone?
These are great opportunities to splash your prospects with
your marketing message. You don’t need a $2.5 million commercial
to run during The Big Game to successfully market your business.
So, do some brainstorming and come up with a list of other frequent
opportunities where you can use your marketing message. You’ll
be glad you did!
4. Demonstrate
Value
If your marketing message is good it will help your prospects
recognize you as the solution to their problem and it will also
inspire them to take the action you want them to take; visit
your web site, for example. Use this step to demonstrate value
to your prospects. Once you’ve drawn them in, show them you’re
for real by giving something away for free in exchange for their
contact information. Some common giveaways are E-Books or instructional
articles. By giving something away you create the opportunity
to demonstrate your expertise and you also give your prospects
something to talk about with their peers and colleagues. There’s
nothing like word of mouth referrals.
5. Develop a Relationship
Once you have your prospects’ contact information you can maximize
attention for your business by staying in touch. I suggest publishing
a helpful newsletter. Send it as often as you can, but probably
not more than once a week. You don’t want to become a bother
to your prospects. Get permission to send it when your prospects
sign up for your freebie. We don’t want to send unwanted email.
By sending a periodic
newsletter or other correspondence you help to keep yourself
on your prospects radar screen. As time moves on you will maintain
your position in your prospects’ minds and vastly improve your
chances of having them turn to you when they decide they need
help. You can also use your newsletter to inform them of new
products and services as you develop them.
Move Your Marketing
Forward
Make the decision to drop the slogan and take the time to develop,
use and follow through with your marketing message. You will
be amazed by your ability to have new clients contact you.
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About The Author:
The author, marketing
coach, Jeremy Cohen, helps small business owners implement proven
marketing strategies to attract more clients and grow their
business. Inquire about his coaching service or request his
free marketing guide:
Jumpstart Marketing:More Profits, Clients and Success at:
http://www.bettermarketingresults.com/marketing-services.asp
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