October 19, 2009

How to Drive Customers Right to You... Attract Other People
at First Sight... When a Chair Is More Than Just a Chair... The
Adventures of Information Marketing... and More.

Small-business owners should constantly be on the lookout for ways to advertise their operations. Marketing strategies are essential to the development and success of any business, so you need to make room in your budget for them.

However, when you're starting out, you might not have a huge budget set aside for advertising. You might not be able to put your name on the side of the cross-town bus or a huge billboard downtown, for example. If you have a small advertising budget, then you're going to have to find ways to get your name out in an inexpensive manner.

If you want your message to reach a lot of people, then you'll want to consider enlisting the help of your family and friends. The next time you're at an intersection waiting for the light to turn green, take a look around you. I have no doubt that you will notice a vehicle or two with a decal on it. If you have a vehicle and know other people who do, why not advertise with them?

Vehicle wraps and decals are a great way to get your business' message all over town without spending a lot of money. Your vehicle is a great moving billboard for sure -- and a nice start -- but if you have a few close friends you can enlist the help of, plus your spouse, or even your kids, then you can get them in on the advertising effort as well.

It doesn't have to be a full wrap, either. You can get a small decal with your company name and phone number put on the back window or the side of the car, which will still be effective.

Most decals can be removed and even reused on other vehicles, so it's not going to do any paint damage and it won't be permanent.

I always notice what people have on their cars. Sure, it might not always be something that I need, but I always notice, and I wager that I'm not the only one, either.

Now, even though your buddy offers his vehicle to be adorned, it doesn't mean that you have to take him up on the offer. For instance, if your friend has a pick-up truck that is missing the tailgate, and has more rust than paint, then you might want to pass. Remember you have to constantly think about your brand image and how you want consumers to perceive your business.

If you don't have a lot of money to advertise, consider getting a decal on your vehicle and a few others around town. It's a great way to get word of your business out to a lot of people. Just make sure that you make the most of this type of advertising. Be certain that you have the correct information included in the decal, such as your business' location and phone number, and make sure that people can easily read it. No matter what the advertisement, if the information isn't clear, then it's a waste of your money.

Having a new positive attitude is one of three simple things you can do to create a positive aura about yourself that will attract others at first sight. The other two things are just as simple -- help others get what they want and make people feel at ease.

Before I get into the specifics, let me discuss Dale Carnegie. Carnegie, a public-speaking and self-help pioneer, for a moment. He wrote the influential book "How to Win Friends and Influence People" in the 1930s.

Every word of this book holds true today. The gist of the book, in Carnegie's own words, is that "you can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you."

Let me repeat it:

"You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you."

I couldn't have said it better myself!

Tragically, most people you meet haven't figured this out. They are constantly blowing their own horns so loudly that they can't hear anything above their own noise.

These people are not only deaf and blind, but ignorant as well. They will miss out on the wonderful qualities that other people possess and can offer.

I can think, in my own life, of one individual in particular who once said to me that I not only talk too much, but that I also ask too many questions of others...about their businesses...about their families...about their lives.

I felt sorry for this person, because he didn't know what he was missing out on or what he could learn from the people he met.

Tragically, he saw his life as being more important than the lives of those around him. But by seeing yourself as an equal to others -- and by taking an interest in others' lives -- you will always be thought of as a positive individual, and good things will come into your life.

The truth is that, young or old, big or small, everyone on the planet has something in common with you. They, too, just want people to take an interest in them.

One big part of making sales is knowing who the prime targets for your business are. After all, there is really no product that is sold to everyone the same way.

Before you start selling your product successfully, you'll have to locate the group of people who will present the most lucrative opportunity to your business. These people will be the foundation of your sales.

So, for instance, let's say you're selling recliner chairs. Now, at first glance, this is a huge market. After all, how many living rooms currently have a recliner, and more importantly, who on earth wouldn't want one? Once you break it down, however, you'll soon notice that there are different niches within a greater niche you can target your sales at, each in a unique way. Let's take a closer look:

The market for a reclining chair is, for the most part young, middle-aged and older men. To narrow it down a bit, let's say men aged 30-70. Now clearly, within this demographic there is a multitude of different markets. However, undoubtedly each one of them seeks comfort. So now let's take a look at some possible markets and how you would sell to them.

The business executive: The business executive needs to come home late at night and find a place to get comfortable as he unwinds. After a half hour in a recliner (or even a full night's sleep), he's relaxed and refreshed to go tackle another hectic workday.

The couch potato: Couch potatoes are looking for one thing above all in this world: how to maximize their comfort in front of the TV with as little work as possible. What could possibly be better than a recliner for this group? It truly makes them the master of their domain. Sell the fact that they can be comfortably seated for the shows they have to concentrate on, and can kick back and recline when it's time to take a quick nap.

The senior citizen: you can sell the fact that a recliner is good for an ailing back.

These are only a select few of the niches that exist within your market, and tailoring to each of them is your goal.

Knowing exactly who you're selling to and specifying your marketing techniques will help you greatly when it comes to sales. Before you get to selling, take the essential time to develop a prototypical customer. Doing so can make all the difference in the world.

** The Adventures of Information Marketing
By James Burt, Online Marketing Expert

"So, wait, you find information on something and then put it into a newsletter or book or something. And then you get paid for it?"

I nodded my head. My mom's new boyfriend shrugged.

"Great. Sounds exciting."

I was out at my mom's place for supper, talking with her man. He sold office equipment and was a pretty competitive but nice sort of guy. By the time I had finished telling him about info marketing, I think he was a little confused, to say the least. To him, it just didn't sound exciting.

His assumption of info marketing not being all that exciting was just plain incorrect. A lot of people don't realize how fun it can be. You get to learn new things while delivering information to clients. You often have to put your nose to the grindstone, but if it's something you love giving details about, the last thing it feels like is work. And you get paid, which is always great!

Part of being an info marketer is taking an assignment from time to time. Obviously you will have regular duties with your business -- sending out regular newsletters, creating new products, getting new info, etc. But there will likely come a time when someone will contact you with some cash in hand and ask you to get some certain information for them.

And that's when information marketing gets really exciting.

Recently, I was on Manhattan Island. I was there mostly for pleasure, with plans to go out for dinner with an old friend from Jersey City. But before I left, a friend and aspiring film magazine publisher asked me if I could help him out. Whilst editing his new film and television magazine, he realized he didn't have certain hard-to-get photos. He knew I was an info marketer and asked me to pick up some material from the shops and museums in New York.

I happily did just that and visited several Greenwich Village shops and even went to the Paley Broadcasting Museum to get some stills and memorabilia of rare television films. You have to understand that these things are loved by fans, but impossible to find, even on the Internet. When I got home, my friend was not only overjoyed with my finds, but he also let me write an article for his magazine and handed me a nice, fat check as a reward.

In the last few weeks, I have been in contact with other info marketers who have gotten similar assignments from clients. These are jobs that have required them to travel, explore, investigate, and report their findings to the client. One guy who dishes out info on vintage car radios offered a longtime client in online advertising to get some specs on old Volkswagen station wagon radios while he was in Europe in exchange for free online ad space. He did and is now online with more clients than he can deal with. Another info marketer got sent to Quebec to get some rare info on maple syrup processing. Sure enough, he found it and the client rewarded him greatly for it.

Assignments aren't something you can really go out and get. They are usually given to you. A client may want certain info that they can't get anywhere else and have come to you. It's good to be ready for this and I tell all info marketers to be prepared for when this opportunity comes around.

When it does, make sure you get all the details of exactly what is needed. This will save you time searching in the wrong places. Also make sure to take whatever leads you can find from the client. My friend in Europe needed all the specs of those Volkswagen radios and what part of Germany they were manufactured in before he could do his search.

And, above all, work out a good deal with your clients. You're going on an adventure, but you need adequate compensation for doing it. Consider all your traveling costs and time on the road. In this case, I recommend either a flat rate for clients if you have experience, like the old private detective "fifty dollars a day plus expenses" quote.

Getting assignments from clients in info marketing is one of the best perks of the job. Never pass up the opportunity if it comes your way, no matter how challenging it seems. You will get some adventure and fun out of being on the front lines.