50 Ways to Promote YOUR Business

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50 Ways to Promote
  YOUR Business
                    Neworld Coaching presents:

                         “Shameless Promotions”

                  50 Ways to promote your business

Pt Barnum was the Prince of Promotions!

He perfected the Sideshow & Midway- these “teasers” enticed the public & focused
attention on his main attractions

His promotions were infamous-Tom Thumb, bearded lady, 2 headed animals, the
giant/tattooed lady-lured you into the big top

His promotional ideas included-parades, hanging poster, giving out flyers etc

      He said “without promotion something terrible happens…NOTHING”

Promotions are used to: improve your business, sell more of your product, bring
your ideas to a wider audience, advance your career and fulfill your needs etc.




1. Naming your business
   “Word of mouth marketing at its best”-very important because it is your “brand
   identity”. It announces who you are, and what you stand for. It can cause your success
   or contribute to your failure. It can lump you with the competition, or raise you above
   them all. What a good name does:
           • Makes you easy to market
           • Makes you easy to remember
           • Gives a clear understanding of what you do
           • Conveys your competitive edge
           • Stirs client interest
           • Doesn’t confuse you with a similar business
           • Sells itself with no explanation
           • Doesn’t limit you to your geographical location
           • Attracts the types of clients that you want

          3 best names in 1995 #1-“Pain in the Glass”-mobile windshield repair
                                 #2-“Beleaves”-artificial plant shop
                                #3-“Got it Maid”-maid service
2. Your Mission Statement
          •   Big or small…you need a mission statement
          •   It cements your relationship with you and your potential client
          •   They know where you are coming from & where you are going
          •   Companies who have a mission statement have reported an increase in
              business since they put it on paper.
          •   Brings stability during times of growth and unrest
          •   Put it on everything-stationary, business cards, all marketing materials,
              newsletter heading


3. Logo
          •   Fingerprint for your business
          •   Brand and name recognition
          •   Builds imaging
          •   Reinforces marketing
          •   Reminds people who you are with NO effort
          •   Captures attention quickly
          •   Adds to your marketability
          •   Use it on everything- Signs, displays, car, clothing, marketing materials
          •   If it is a symbol, make sure you also print your company name on it
          •   DON’T choose the first one you see. See 3 and then decide
          •   DON’T change it without a serious reason


4. “Unique Selling Proposition” (USP)-slogan
          •   your USP tells 3 things:
                       #1-what you have to offer
                      #2-what you do that makes you special
                      #3-why they should want to do business with you
          •    7 words or less to be effective
          •    Written equivalent of what you stand for.
          •    Put it on everything, stationary, business cards, all marketing materials,
               newsletter heading
          •    Makes people feel that you understand their problem and you are there to
               solve it, and fill their needs


5. 30 second verbal commercial

  You know how… (Describe the problem/situation of concern to your ideal client).



  What I do is … (describe how you solve the problem in a way that is appealing and
  promotes your uniqueness)
6. Business Cards
         •   Put your future in the palm of someone’s hand
         •   Designed to put the wheels in motion
         •   It is a direct marketing vehicle, a person to person sales call
         •   Lead generator
         •   Networking tool
         •   It is a visual representation of you!
         •   Present and accounted for, for as long as the card is in circulation
         •   Says WHO you are and HOW you conduct your business
         •   Make it stand out, use color stock, use Mylar stock, use plastic, shape of
             your product or service, oversize, use a fold over, subtly scented
         •   DON’T cross changes out & write on it by hand!
         •   DON’T put a sticker over old info, THIS IS YOUR IMAGE WE ARE
             TALKING ABOUT!
         •   DON’T use neon-too hard to read
         •   DON’T use all capital letters, too many type faces or fancy fonts-they are
             too hard to read
         •   If you do business overseas, print in other languages, BUT USE A
             TRANSLATOR!
         •   You could use a full colour photo bookmark

7. Written Brochures
     •   Gives your prospect a chance to know your company
     •   Lends credibility
     •   Tells your story & shows off your merits
     •   Offers the ability to present reference materials such as price lists in a subtle yet
         effective manor
     •   The more your name is seen & heard, the more people will know you
     •   Include testimonials
     •   Shows that you know & respect the market
     •   Creates a relationship with your audience
     •   DON’T highlight your features instead of your benefits
     •   You MUST use a headline, graphic or photo to draw them in
     •   Bullet or point form information, leave lots of white space
     •   DON’T use BIG words
     •   DON’T use industry BUZZ words
     •   DON’T use dated material
     •   Remember to include contact information
8. Banners & Signs
     •   Your silent sales staff
     •   Indoor & outdoor
     •   Be creative, use graphic artist
     •   If it can be changed every day, then do so-use inspirational sayings
     •   Paint your building with a mural
     •   Have your sign imitate your business-haircutting sign in the shape of scissors,
         pizza sign in the shape of pizza etc.
     •   Challenge your competing local neighbor with your own sign-(if you have an
         inexpensive haircut place near you, and you are an upscale hairdresser- “we fix
         $5 haircuts!”)
     •   Use magnetic signs or wrap your car, be a moving target! Drive your point
         home
     •   Sandwich boards
     •   Bumper Stickers
     •   Billboards & bus benches-(check city signage ordinances)


9. Have a Website-Offer Products and Access to your Materials
     •   Use your URL in your marketing materials
     •   Choose an simple web address
     •   Let people know where they can get more information
     •   Use your website to market yourself
     •   Include your picture
     •   Have a research promo to gain names for your database
     •   Have a newsletter
     •   Include an event calendar
     •   Use testimonials
     •   Make your website interesting and colourful
     •   Makes you equal to ALL other businesses in your field
     •   24hr sales force
     •   Direct people to your website for FAQ
     •   USE A PROFFESSIONAL TO CREATE YOUR WEBSITE!
     •   DON’T be too flashy
10. Mailing lists (email, direct mail, commercial)
       •   Your current market is your best market to draw from (best place to “farm”)
       •   If you are using your own database, they already know you & use your
           products
       •   Your own list is full of loyal people who can give referrals
       •   Capture information from your clients, where do they live (house or apt), how
           many rooms, do they belong to a gym, where do they go on vacation, how many
           cars, what kind movies etc.
       •   Request the name & contact info of anyone that calls your business
       •   Put out a fishbowl for business cards
       •   Offer a contest to get contact information
       •   Send a newsletter & ask for referrals-give gifts to people who give you referrals
       •   Offer an exchange with a business that offers a compatible service
       •   Suggestion boxes
       •   Keep your list up to date and mail often
       •   DON’T SPAM
       •   Rent your list to earn extra cash-average price is 10cents - 50cents per name
       •   Prime lists go for up to $1/name
       •   Commercial lists-The difference between renting and buying a list- renting is
           1 time only use
       •   If you rent and get a response, then the name belongs to you
       •   Brokers seed their list to ensure you only use it once
       •   Ask when the list was last used & cleaned
       •   Ask a list broker to do a “merge & purge” if buying or renting multiple lists to
           avoid duplications
       •   A good list sells, so it is better to pay for a good list
       •   Only rent or buy addresses that pertain to your needs


11. Credit Card Sales/Debit Card Sales
       •   Accepting credit/debit cards turns “I don’t have enough on me” to “I’ll take it”
       •   Drastically increase sales


12. Saying Thank You
       •   Back to basics
       •   Great way to promote yourself
       •   Everyone likes to be appreciated
       •   Write them out personally
       •   Mail them
       •   Garages say thank you for oil changes & send “get well” cards for your cars
       •   Enhances your word of mouth marketing
       •   People just have to tell their friends
13. Flyers
      •   Paper trail that leads to success
      •   Original flyers were handbills that were dropped out of airplanes
      •   Key is clarity, show your intention in multiple ways
      •   DON’T put too much information
      •   DON’T use multiple typefaces, 2 is good, 1 for 80% & 1 for 20%(larger type) 3 is
          ok if it is your logo
      •   DON’T hide information in small type
      •   Put ALL contact information on flyer
      •   PROOFREAD!!! people won’t trust you if you misspell
      •   Use bullets
      •   Use pictures if possible


14. Coupons
      •   Very effective
      •   Almost always break even or better
      •   Make sure they have to fill out their information on the back
      •   Adds to your database
      •   2 sided work better
      •   get the print over runs from the printer to add to your other marketing materials


15. Calendars
      •   Name recognition 365 days a year.
      •   The Fall is the beginning of calendar season
      •   Average home has 5 calendars
      •   Do a photo shoot or buy calendar shells and do it yourself
      •   Use your clients photos (with permission)
      •   If you are in a service business then have one in your office that show your
          special days
      •   Better yet, if you are forward thinking then print your special days and distribute
          to your clients


16. Seal of Approval
      •   Recognition given to a product, place or concept that meets certain standards
          created by a business.
      •   Good Housekeeping was the first to use it. They have 70 people to evaluate
          products & communicate their findings
      •   Put your seal on your client’s products, or at their place of business
      •   You can put it on products that you sell.
      •   Tell your public that it exists
      •   People love a hero & put their loyalty in the hands of people who are honest and
          telling you what is good for you
17. Sponsor an award
     •   contact the media, appear on TV/radio
     •   you, as a sponsor, get quality name brand recognition & an emotional tie in,
         networking and free advertising
     •   Alternative to creating an award (not as much work)
     •   Great way to contribute to the community
     •   “host organization” does the work & you share the glory, goodwill & self esteem
         through your contribution
     •   contact the social page of your local newspaper to find out what awards are in
         your area
     •   Newspaper research department, local TV stations, Chamber of Commerce
         would also know

18. Create/Sponsor a Contest
     •   “And the winner is…?” YOU TOO!!
     •   No different than any other marketing tool
     •   It must suit your needs or it isn’t a productive way of spending your time or
         money
     •   It must deliver what you are expecting to get by holding the contest
     •   Does not need to be long & involved
     •   If you are looking to expand your data base, then a simple mail in & win coupon
         is sufficient.
     •   The prize could be something with your logo etc on it-ONGOING MARKETING!!
     •   EVERYONE WANTS TO BE A WINNER!
     •   Contests also provide you with a winning marketing strategy. You will get
         name recognition, lead generation and referrals
     •   Sponsor A prize is not concerned with the person who gives it, if you don’t
         want to create a contest then sponsor one!
     •   You involvement can include time, money, people, support facilities, media buys,
         prizes etc.
     •   It is how much attention the contest gets before, during & after that contributes to
         the success you need to make it worthwhile to be involved
     •   Cheap contest-hookup with a business that compliments yours, and have the
         store do the contest (you give the prize-win/win)
     •   Hook up with schools to have an essay contest.
     •   ANY ONE WITH A BUSINESS TALENT, PRODUCT OR CONCEPT CAN
         SPONSOR A CONTEST
     •   Great vehicle to get your name out there year after year


19. Create an Event
     •   No matter how large or small an event it, it is a great way to get your name out
         there in front of your public or prospective client over & over again
     •   This can be a conference, gathering, seminar etc
     •   The idea behind this is that your company doesn’t receive the money from the
         event, only the recognition
20. Sponsor an Event
     •   Being a participating sponsor at an event will give you great recognition
     •   The cost is quite low
     •   Donate your time to the same event
     •   Your name will appear in most marketing materials related to the event
     •   BE INVOLVED!! It is good for giving and getting business
     •   Remember what goes around, comes around


21. Donate Products or Services to Charity Auctions
     •   Giving to get, a win/win situation
     •   If you wonder “what’s in it for me? If I donate products or services that cost me
         money?” The question to ask is how much does it cost to get a client?
     •   You get name recognition, goodwill, visibility, networking, list acquisitions, market
         expansion & publicity
     •   Check newspaper for announcements of upcoming charity events
     •   Call & offer your product or service.
     •   Tax receipt-you are actually getting paid for your charity
     •   TRUST ME donating your product or service is GOOD business!!


22. Proclamations & Celebrations
     •   Every one of the 365days/52 weeks/12 months and the entire year there are
         over 10,000 people, places, things & organizations have created a dedicated
         day, week or month to their cause.
     •   Proclaiming your own day or capitalizing on someone else’s birthday or
         anniversary is a wonderful opportunity to do some visibility marketing.
     •   Some examples-National days, sponsored events, astronomical phenomena,
         historic anniversaries, religious observances, birthdays & anniversaries, festivals,
         culinary celebrations, historical anniversaries, entertainment awards.
     •   Chase’s Calendar of Events lists celebrations & events from all over the world
     •   These books are used for media events
     •   Contact the media well in advance of your day with a news release about your
         day
     •   contact schools, association & organizations to encourage them to adopt your
         day
     •   join forces with existing days, e.g. pet stores combining with ASPCA day
     •   Be creative and bazaar.
     •   The more “out there” the more notoriety
23. Present Seminars
      •   “Share & Prosper”
      •   A promotional vehicle that increases awareness of what services you offer
      •   Shows your expertise on the subject matter
      •   Establishes you as a spokesperson in your field
      •   Provides you with name recognition
      •   Sets you up as a consultant on the subject matter
      •   “Michael Fletcher” was a household name in Alberta…move to Ontario &
          no one knows him-He set about giving seminars because advertising is
          expensive and doesn’t work! In no time his name is in the forefront again
      •   Have a good “hook”
      •   2 types of seminars, self promoted & one’s hosted by someone else
      •   Once you have booked a seminar, you need to make your talk a “killer talk”
      •   You should provide high content, lots of information, problem solving and added
          value
      •   Topics can include-how to make money through investments, getting a better
          job, having better relationships, how to move forward etc. ANY TIMELY
          TOPIC!!!


24. Marketing with Celebrities
      •   Sometimes it really is “Who you know”
      •   Using celebrity endorsements is a great way to get visibility and recognition for
          your marketing needs
      •   People will stand in blinding rain & blizzards to see their favorites
      •   Up and coming Celebrities will often come for free
      •   Contact the managers or agents of the celebrities to ask for fees
      •   If you can’t afford the fees, maybe you can solicit a sponsor to contribute the
          necessary funds…again win/win for them


25. Teach a Class
      •   “A classy way to market yourself”
      •   Continuing, or adult education programs at community colleges are a great way
          to promote yourself and get business
      •   You get your name marketed in the community
      •   You get attention and creditability
      •   You can get paid for your efforts too!
      •   Your name and business will be promoted by direct mail through the marketing
          materials of the facility
      •   The law of direct mail averages says that 3 people will read each catalogue.
          This is called a pass-along rate
      •   Check the yellow pages for schools, as well as newspapers and display street
          boxes for ideas of where to teach a class
26. Toast Mastering
     •  Traditionally, this is a person who gives a toast at weddings or parties.
     •  Has evolved to mean the person who delivers the keynote speech @ breakfast,
        lunch & dinner meetings for organizational meetings
     • Speaking for local service business or non-profit organizations is a great way to
        promote yourself and your business.
     • These organizations are a business to business environment
     • Being there in such a high profile position is great for collecting imprinting points
     • Great networking opportunity in that you can collect business cards & get the
        attendance list for your database
     • Tips:
            1) Plan with the audience in mind
            2) Be polished & practiced before your presentation
            3) Arrive early to get to know the audience
            4) Have a strong opening that connects logically & emotionally with the
                audience
            5) Keep it interesting by using examples, stories & humor that relate directly
                with the subject & audience
            6) Make your talk interactive
            7) Visually look the part
            8) Pay attention to dress, eye contact, body language & movement
            9) Have vocal variety to hold interest
            10) Work the room
            11) Have a strong close
      • Find these organizations by calling your local Chamber of Commerce or surfing
          the web


27. Develop a Board Game
         •    “not just child’s play”
         •    Wonderful teaching tool
         •    Stimulates entrepreneurial creativity
         •    Great marketing tool which acts as a catalyst to create a new revenue stream
         •    Anyone who wants to educate their client on their services can use a board
              game as a marketing tool
         •    Great trade show booth attention grabber


28. Gifting People Resources
     •       Sponsor a speaker, consultant or any kind of an expert to a person or an
             organization in need
     •       Simple yet powerful marketing tool
     •       Essentially the same thing as sponsoring but a gift has a much deeper
             meaning
     •       Your name will be on all marketing info for the event “gift from…”
     •       Another imprint or marketing impression filled with high visibility that gives you
             access to another database
      •   Beware of being known as a “gifter” because you will be contacted by everyone,
          but isn’t that good too?


29. Posters
      •   Great marketing tool!
      •   Use as giveaways
      •   Put pictures of your products
      •   Hang outside your store, throughout your store, outside other people’s stores or
          throughout other people’s stores
      •   free publicity
      •   Poster cutout of yourself is a great conversation piece
      •   Be creative & use the same theme as your other marketing materials
      •   Use @ trade shows & presentations


30. Bulletin Board Marketing
      •   The information boards at grocery stores, laundromats etc.
      •   Effective marketing tool because curiosity is a natural human quality-people
          think there just might be something there for them
      •   34% of people stop at these boards before leaving the facility


31. Trade Shows
      •   No matter what the size, the same marketing opportunities apply
      •   Only place people pay to get in to see products and services-there is a higher
          level of qualified lookers
      •   Think of it as making more sales calls in an hour than you can make in a day,
          more in a day than you can make in several months
      •   Colour co-ordinate your sign with your materials and your clothing
      •   Make sure your graphics and words are easily viewed from all sightlines
      •   Make sure your staff knows your product very well
      •   Offer candy or treats for people to stop and munch
      •   Offer a show-price people love a bargain
      •   Have a give-away with a large bowl for cards, this will give you names to add to
          your database
      •   Use the back of your own cards for people who have run out or forgotten theirs
      •   Ask the show manager who is running the media room-inquire about media kit
          needs-bring enough media kits & flyers
      •   Before the show, ask for the media list. Call or write the media, and invite them
          to stop by your booth. Make appointments with these people
      •   After the show, follow up with press releases and product information for the
          media that didn’t stop by
      •   Talk to show management to make yourself more known to them
      •   Contribute to the “show raffle” if there is one. You might get your name
          announced over the loud speaker
      •   Maximize your trade show experience by knowing, why you are taking a booth,
          are you there to get leads? Get noticed? Sell your product?
      •   Follow up is the key to tradeshow success
      •   80% of leads are not followed up effectively
      •   Chamber of Commerce or Convention Centers will know what is coming up


32. Write Articles or Columns
      •   “be a feature in a featured article”
      •   Automatically puts you at the top of the experts list
      •   Very good visibility & name recognition
      •   Shows that a prestigious media outlet thinks enough of you, and what you have
          to say, to put your words in print, thereby endorsing your expertise.
      •   Better representation than any brochure you could put together
      •   Having a mailing piece from the reprint allow you to reach many more people
      •   article writers will benefit by sending their articles to their database
      •   It doesn’t really matter if only a small number of people read the original article, it
          is a great source of credibility to show to your database
      •   More value than advertising
      •   People are always open to tip & trends
      •   Columns-prestige & professional enhancement
      •   You can gain local, regional and even national exposure
      •   Being a columnist on any topic will open up opportunities personally and or
          professionally
      •   Your photo or name regularly seen, will give you great exposure, credibility and
          financial enrichment
      •   Can unlock lucrative doors to speaking engagements and consultations
      •   There are thousands of newspapers in Canada that come in many shapes &
          sizes-Many don’t have funds to purchase expensive articles & this means the ad
          budget is small & they rely on outside sources to fill their paper. That is where
          you come in


33. Write a Book
      •   Being published can open many doors not readily available-such as career &
          personal recognition or credibility & authority status in your field
      •   “How to” books are great, if you are an expert in your field.
      •   Published by a publishing house, where they take care of everything(editing,
          distribution & collecting money)
      •   Publish yourself, where you do the editing, printing, getting distribution & taking
          care of the money (check out www.lulu.com)


34. List Yourself in Expert Directories
      •   When buyers look for sellers, 35% find them in business directories
      •   This category leads all others, including the Yellow Pages
      •   It is important because you never know when someone is going to need your
          expertise & talent
      •   You are always in the right place at the right time.
      •   The media is always looking for experts and this is where they look
     •   People in directories are often called upon to testify as expert witnesses, sit on
         boards or give keynote speeches. Look in the library for directories-Morgan
         Rand publishes the “Directory of Directories”
35. Newsletters & Contributing to other people’s Newsletters
     •   Be a “Modern day town crier”
     •   Great way of developing name and brand recognition
     •   Shows creditability and expertise
     •   Informs your prospects about why they need your services
     •   Encourages repeat business
     •   Expands your client base
     •   2 TYPES-hard & soft sell
     •   Hard Sell-strictly a marketing tool with the same purpose as an advertisement,
         brochure, sales letter or catalogue. The purpose is to entice the client to pick up
         the phone & order, or rush down & buy buy buy!
     •   motivational design behind this tool is to generate quick sales-geared to price
         lists and availability
     •   Soft Sell-wonderful vehicle for self promotion
     •   Interacting on a level of education (motivational design is non-threatening &
         means to inform through entertaining & education)
     •   More designed to grow credibility and customer service than to sell outright.
     •   Newsletters have a 400% higher readership than standard sales & promotional
         materials such as brochures and letters
     •   Average attention span is between 4-8 pages, can be less than that but more is
         too much to read
     •   Don’t forget to send your newsletter to the media
     •   Contribute to other Newsletters-
     •   What you have to say can and does make a difference
     •   Contributions can make someone else’s newsletter more worthy to read
     •   win/win situation
     •   Great way to get yourself out there
     •   It is worth the effort


36. Be a Guest on Radio & TV Talk Shows
     •   If what you have to offer the show can meet the audience’s needs, then they will
         want you on the show.
     •   You can solve problems, entertain or tell the audience something new
     •   Great way to promote yourself!
     •   Find your niche & fill it, don’t waste your time contacting a dog show if you teach
         dancing
     •   Follow up in 1 week after they receive your request letter
     •   In your pitch, be prepared with a script and be brief-include the statement that
         you are requesting to be a guest. Be prepared to have another angle if they
         don’t like yours
     •   When you are scheduled for the show, send news to your database before and
         after
     •   Include “as seen on TV” in your marketing materials
37. The Art of Networking
     •   “spinning a web of meaningful relationships”
     •   this allows you the opportunity to “warm call” instead of “cold call”
     •   oldest, most accepted, best & least expensive way to “show & tell”
     •   best way to measure how you are getting your message across because you are
         right there when you are representing yourself
     •   This is a must have business tool, 30 second verbal commercial!!
     •   Because today’s business is so competitive, it can keep you informed, position
         you in your marketplace & help you stay on the cutting edge
     •   Does not have to be done in a meeting room, it can happen in elevators, on
         street corners, waiting in line or anytime there is a person in your immediate
         space.
     •   When approaching people-notice what books, magazines or newspapers they
         are carrying, then comment on the article or headline & then say “what do you
         do?” If they are carrying packages, look for the store name and start up a
         conversation
     •   If you are shy, there is help-many books, tapes & seminars teach how to
         network for success (check out our next seminar!)
     •   The #1 fear of all time is not death, it is public speaking
     •   Smile & look interested, this gives off the vibe that you are approachable
     •   Be confident
     •   Make this an ongoing life skill


38. Mentoring
     •   A person who shares their knowledge for no cost with other businesses or
         individuals, to help them succeed.
     •   Mentoring is an honourable way to promote yourself
     •   You basically perform the same duties as consultants
     •   Being a mentor is a good marketing tool because the more you make yourself,
         and your expertise known to others, the more you are known in the community
         and in your industry
     •   Do it because it is the right thing to do


39. Join the Chamber of Commerce, Service Club or Trade
  Associations-a networking business bonanza!
     •   Typically a salaried staff but thrive on membership dues
     •   It multiplies your effectiveness in the community
     •   If you were to put a dollar figure on the publicity, referral service, business
         contacts, marketing & research information etc it would certainly exceed the
         membership dues
     •   You will be added to the membership directory, usually receive publicity in
         their newsletter, and most importantly have the opportunity to volunteer for
         committee work
      •   It is the willingness to serve, and possibly chair a committee that gives your
          business the opportunity to grow & prosper
      •   Small, not large businesses make up the backbone of a community
      •   It is a relationship worth paying for


40. Take them out for Lunch
      •   Since the beginning of time, breaking bread with someone has been a bonding
          time
      •   Have you ever heard of “Power Lunch” or “Power Breakfast”? They are still the
          most acceptable and fruitful ways of personal marketing
      •   Gives you freedom to relax and be open
      •   Follow up is most important-a note for a thank you is necessary


41. Sit on the Board of Organizations
      •   sometimes as easy as asking to be on a board
      •   sometimes you pay, and other times they pay you
      •   sometimes you pay with your time
      •   very rewarding way to get your name known


42. Volunteer/Community involvement
      •   What goes around, comes around
      •   Gives civic pride
      •   A good marketing tool!
      •   Great way to network
      •   See who is on the board and how they can be of service to you
      •   Volunteering when there is a business purpose involved is a calculated
          science
      •   Show an interest and ask questions
      •   Every non-profit program can use a financial handshake, even a small one
      •   Benefits include, name recognition, client loyalty, goodwill in the community and
          respect


43. Joint Venturing
      •   2 heads are better than one
      •   it is about joining forces with & having a relationship with a like minded
          business to increase each others bottom line
      •   you can find a partner anywhere
      •   DON’T be too shy to make the suggestion. It is win/win
      •   Use in store promotions too!
      •   Joint venture with someone & give out your samples


44. Endorsement Letters
      •   Like a testimonial, only longer
      •   Supports someone’s product, place, idea or person & explains why
      •   Explains why you support or sanction the idea or person
      •   Can be any length
      •   Good marketing
      •   Trade between databases


45. Give & Get Testimonials
      •   Ask and you shall receive
      •   Testimonials are free, easy to get and can be used on any promotional item
      •   When someone else recommends you it increases your creditability
      •   Promotes trust, believability, honesty and loyalty
      •   Not just tied to products & services, but also abilities and character
      •   Attaches value to your business
      •   Whenever anyone says anything complimentary, ask if you can print that
          comment
      •   Have a book of testimonials on your website or in your waiting room.
      •   Give Testimonials give and you shall receive
      •   When you give your name & support, you are getting free recognition of your
          own name as well
      •   One more visual imprint of you
      •   People offer them up because they know it is a great marketing tool to get your
          name out there


46. Continuity Programs
      •   Keep them coming & coming & coming
      •   This is a strategy for developing return business
      •   Work well with any business that offers a repeat service, which is any business
      •   You have to establish a reason for people to give you repeat business
      •   A membership card is a great continuity program
      •   Coupon books are good too
      •   Gives good customer service
      •   Promotes good word of mouth, which promotes referrals, which promotes repeat
          business


47. Referrals
      •   You scratch my back & I’ll scratch yours
      •   Give 30 different thank you cards and gifts
      •   Can brings in up to 90% of your business
      •   Get referrals from your current clients & inactive clients
      •   The “Perretta Principle”-80% of your business will come from 20% of your
          database
      •   Giving referrals can generate a passive income stream(you are rewarded
          financially for doing this)


48. Have an 1-800 number
      •   No one will know if you are a small or large company
     •   No cost for the public to contact you
     •   Ease of sales
     •   Attention grabber with a keyword (always include the actual numbers too)
     •   Shows you care about your clients needs


49. Hold Buttons
     •   Market to your clients when they are on hold
     •   Only 6% of businesses do this
     •   88% of all callers will hang up when put on hold without marketing materials to
         keep them interested
     •   34% of those hang-ups will not call again
     •   85% of people who have something to listen to when on hold will not hang up
     •   Give a tip, fact, etc
     •   Promote your company somehow, not just the radio
     •   Do it professionally or on your own
     •   Use music in background


50. Self Promotion
     •   Respect yourself and you will respect your clients
     •   Have goals
     •   Focus
     •   Don’t be afraid to ask for guidance
     •   Give money back guarantees because you believe in the product
     •   Always speak from the heart
     •   List your expectations of yourself
     •   Know what is reality and what is ego driven
     •   Give back to your community that supports you because you want to
     •   Remember Luck means-LIVE UNDER CONSCIOUS KNOWLEDGE!




                        The preceding is an excerpt from the book

                                      “Shameless”
                        A Business Coach’s Guide to SUCCE$$

                                   By Michael R Fletcher

				
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Description: 50 Ways to Promote YOUR Business