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Marketing Your Small Business

VIEWS: 383 PAGES: 146

If you are ready for success...then this book will inspire you to take your business and your life to the next level!! Purposefully designed as a quick read, this book gives you hints, tips and tools that you can implement right away. There are specific step-by-step directions, how-to instructions, templates, fill-ins, and questionnaires throughout the book. Whether you sell a product or provide a service, whether you're in a high-end market or low, whether you've been running a successful business for years or you are just starting, you'll be able to use what you find in this book to take a good business and make it better.

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  • pg 1
									     Advanced Praise for Marketing Your
      Small Business for Big Profits:
“Many marketing books are written by experts far
away from the rough and tumble of in-the-field
marketing. This marketing book is NOT one of
them. It is a practical, hands-on marketing book
obviously written by a man who practices what he
preaches. I have bookshelves of marketing books.
In my opinion, this is one of the better resources.
If you want to make money in your business you
need to read this book.”
              Gus Henne, Marketing Specialist,
                              Ontario Canada




For the price of a pizza — and a small one at
that — Dave provides easy to digest nuggets of
practical information -on every marketing topic
from “soup to nuts.” Any business owner who has
ever wondered how to find time to market their
business needs to thoroughly digest this book.
                        Anne Holmes, Galena, IL




Dave — I just wanted to tell you how much I enjoyed
your book — it was a light and easy read, yet it had
some really good down to earth ideas. Having been
in sales and marketing for numbers years I know
from experience that we can all get into a rut, doing
the same things everyday. I think that change is
good and having an open mind and willingness
to experiment with new ideas is paramount to the
success of ones business. Your book can be an
introduction for a novice entering the business
world or a refresher course for an experienced
business person. It is an uncomplicated look at
working on your business not in it.
      Terry Hould, Director of Franchise Sales,
                      ServiceMaster of Canada




Dave Mason has served up a load of practical
advice on increasing profits through personal
and professional “Performance Development.” —
Whether you are a small business owner, sales
person or service professional, you will benefit
by putting this book to use immediately. — For
sales leaders, buy a book for each member of
your sales team; direct distributors, give one
to each person in your down line. — You will be
glad you did!
                                   Matt Bacak
            #1 Best Selling Author and former
   Entrepreneur Magazine E-Biz Radio Show Host
David Mason has written a book based on real-
world experience. You can see with every sentence
that he “knows his stuff.” I especially liked
the Performance Development Insight boxes
throughout the book. Read it and profit.
                                     Bob Burg
    author of Endless Referrals: Network Your
                Everyday Contacts into Sales




“Dave Mason’s new book is a blueprint for making
more money for the Small Business person. It is
down to earth, powerful and practical.
                                 David Riklan
      Author of Self Improvement: The Top 101
       Experts Who Help Us Improve Our Lives.




This book is loaded with practical, proven
strategies you can use immediately to increase
sales, revenues, cash flow and profits!
                      Brian Tracy, Best-Selling
   author of The Psychology of Selling and one
    of America’s leading authorities on human
          potential and personal effectiveness.
An excellent primer for anyone serious about
making money in their own business. Should be
an eye-opener to many. Read it and share it.
          Joe Vitale, #1 Best Selling author of
                   The Attractor Factor, and a
  featured teacher in the hit movie The Secret




If you want to learn Street Level Marketing, get
Dave Mason’s new book. It’s a quick read and his
“Performance Development Insights” are sure to
make back your investment many times over.
Read it, re-read it and then go make money.
Randy Gilbert, Author of the Best-Selling book
  Success Bound: Breaking Free of Mediocrity
   and Host of the “The Inside Success Show.”
            www.TheInsideSuccessShow.com




A gold mine of practical, proven tips that can
multiply the profits of any business.
                               David Garfinkel
                 Author, Customers on Demand
New York
               Copyright © 2007, David Mason

     No part of this publication may be reproduced or transmitted
in any form or by any means, mechanical or electronic, including
photocopying and recording, or by any information storage and
retrieval system, without permission in writing from author or
publisher (except by a reviewer, who may quote brief passages
and/ or show brief video clips in a review).
ISBN: 978-1-60037-076-2 Hardcover
ISBN: 978-1-60037-077-9 Paperback
ISBN: 978-1-60037-078-6 Audio
Published by:



Morgan James Publishing, LLC
1225 Franklin Ave. Ste 325
Garden City, NY 11530-1693
Toll Free 800-485-4943
www.MorganJamesPublishing.com




    Photography by:
    Nancy Papic,
    Papic Designs
    To my wife, Sandra: you are the half that
makes me whole. To my children, Kirsten and
Liam, my parents, Gwen and George, and the rest
of my family, Vicky, Nancy and Wayne: thank you
for always believing in me. I have a wonderfully
blessed life and it would not be possible without
the support of such a wonderful family.
   To everyone who reads this book, thank
you for your support. Without all of you I
could not be living “on purpose” and fulfilling
my mission.


   Thank you so much, God Bless,
   David Mason

                       vii
     Introduction ...................................1
     Don’t Self-Sabotage ................................... 2
     Even an Average Joe (or Joanna) Can
     Be Above-Average in Business................... 5
     A Look Ahead ............................................ 6

1.   Your Unique Selling Proposition .... 11
     Your Marketing Journey, Online or
     Offline, Begins in the Same Place ........... 11
     USP: Marketing’s Best “Delivery Service”.... 11
     Question: “What’s A Unique Selling
     Proposition? ............................................ 11
     This Is No Time To Think Small .............. 14
     “Smart” Buyers Tune In and Listen
     to WIIFM ................................................ 15

                              ix
     Don’t Sell—Tell........................................ 17
     It’s All For You, Dear Customer ............... 17
     Finding Your USP through “Market
     Research” ............................................... 18
     Test — Do You Know Your Competition? ... 19
     Competitor Research .............................. 20
     Dave’s Top 8 Tips for “Sniffing Out” the
     Competition ........................................... 21
     Consumers Research ............................. 24
     Employee Research ................................ 25
     Questions for Your Employees ................ 26
     Writing Your USP ................................... 26
     3 Steps to a USP .................................... 27
     Identify Your Target Market .................... 29
     Use Your USP To Create Your
     Elevator Speech ...................................... 31

2.   Choosing Your Media Mix .............. 35
     Buying Media ......................................... 36
     Advantages and Disadvantages
     of Media ................................................. 38
     A Quick Guide to Advertising Options .... 39

3.   Direct Mailing ............................... 43
     Direct Mail is a Paper “Tiger” .................. 43
     5 Proven Steps for Selling Anything
     Face-to-Face .......................................... 44
     Elements of Effective Direct Mail ............ 45

                               x
     Magic 8-Ball: “Must Have” Elements of a
     “Can’t Resist” Direct Mailer. ................... 46
     Measure Twice, Cut Once: How To Save
     Money On Direct Mail ............................. 47
     The Big Picture ....................................... 48
     I’ve Done The Work For You .................... 49
     The 16 Point Checklist for Direct
     Mail Winners .......................................... 50
     Putting Theory Into Practice —
     Creating Your Sales Letter ...................... 53
     The Write Stuff ....................................... 54
     Steps to Creating a Winning
     Sales Letter ............................................ 54
     Everyone’s A Critic (Except Maybe
     Those Close To You) ............................... 57
     Let Us Hear From You —
     The Response Device .............................. 58
     Stand Out In A Crowd ............................ 59
     The Final Four ........................................ 60

4.   Networking, Coaching, and “The
     Family of Man” (and Woman) ......... 61
     Professional Networking ......................... 61
     Are You Lonely Tonight?.......................... 63
     Philanthropy and Personal Networking —
     Good for Everyone ....................................63
     Coaching ................................................ 65
     Is Coaching Right For You? .................... 66

                              xi
     Continuing Education ............................. 67
     What You’ll Gain Through Coaching ........ 67
     One Size Does Not Fit All......................... 72
     Identify Your Niche.................................. 76
     Business Cycles: Avoiding The
     ‘Maturity’ Trap ........................................ 77
     Set New Goals For Your Business ............ 79
     Find Someone To Help Your Business
     To Grow .................................................. 79

5.   Internet Marketing ........................ 81
     Be Relevant............................................. 82
     Vive La Difference ................................... 83
     What’s in a Name? When It’s Your
     Domain Name — Everything! .................. 83
     How To Read A Domain .......................... 84
     4 Key Steps to Becoming Master of
     Your Domain .......................................... 84
     One Step Forward, Two Steps Back ........ 85
     Site Killers — Mistakes on the Internet .....85
     Can You Trust Something You
     Can’t Touch? .......................................... 86
     What Were You Thinking?
     Apparently Nothing. ................................ 87
     Y’all Come Back ...................................... 88
     Extra, Extra, Read All About It ................ 88
     Don’t Make ’em Ask For Directions.......... 88


                               xii
Don’t Give Someone An Excuse To Leave ... 89
Warning: Internet Marketing May
Cause Vision Problems............................ 90
Generating Leads For Your Business ....... 90
Use Massive Action To Turn Numbers
Into Leads ............................................... 91
Develop A Schedule To Develop Leads ..... 92
Conclusion ....................................95
Bonus #1 — The “Top 5” Most
Powerful Headline Formulas ........101
Bonus #2 — 17 Openings that
Make Closing A Snap ..................105
Bonus #3 — No-Risk, All-Reward,
Hesitation-Busting Guarantees ....107
Bonus #4 — Phone Survey
Questions ....................................111
Bonus #5 — Success For Less
With Post Cards ..........................115
Coaching Session Certificate .......119
Benefits Of Hiring Dave ..............121
Rave Reviews ..............................123




                         xiii
   If one advances confidently in the direction of
his dream and endeavours to live the life which
he has imagined, he will meet with a success
unexpected in common hours. If you have built
castles in the air, your work need not be lost; that
is where they should be. Now put foundations
under them.
                          — Henry David Thoreau
   The only difference between where you are now
and where you’ll be five years from now are the
people you meet and the books you read.
                   — Charlie “Tremendous” Jones

   In the case of good books, the point is not to see
how many of them you can get through, but how
many can get through to you.
                                  — Mortimer Adler



   Hello...Welcome...Congratulations!
   My name is Dave Mason. I’ve been a
professional coach/mentor since…well, since
business contracts were drawn up on cave
walls, it seems. I’ve had years of experience in
small-business marketing and success.
   Unlike many authors, I’m not an
academician, walking the “halls of ivy” and
reflecting on dusty old tomes and texts.
Instead, I “live in the world” where I teach,
quite literally practicing what I preach.
    If my theories didn’t work for my
clients, I wouldn’t be working much either.
                         1
   But my business, Mason Performance
Development, is alive and well and thriving
in the 21st century.
   So again, welcome. It’s my pleasure to “open
the door” and invite you in to share some of
what I’ve learned and am still learning in my
career—and to help you comprehend that
everything you want is within your grasp. You
just have to open your mind.
   And that’s why I opened this message with
the word Congratulations. By selecting this
book, you’ve shown me that you’re ready,
willing, and able to succeed. You’re willing to
risk for a reward, willing to go beyond your
current comfort zone in the hopes of finding
something better.
   Good for you!



      DON’T SELF-SABOTAGE

   Do you ever worry that you’re not good
enough or smart enough to be a winner in
business? You’re wrong!
   The world is filled with “brilliance.” A lot of
people think they have everything it takes to
succeed—an Ivy League education, top grades,
and an advanced degree. And although they

                       2
seem “primed” for a berth on the S.S. Big
Money, they may not have what it really takes
to float a business boat: the confidence to
achieve success.
   You’ll learn a lot in this book—how to
succeed with direct mailing packets, how to
market your business on the Internet, how to
create a sales message that will have customers
ripping their wallets out of their pockets and
throwing money in your direction (okay—not
literally!). But you won’t learn how to believe
in yourself.
   It takes more than a book to learn the
most important skill that will serve as the
cornerstone to anyone’s professional success.
That skill is confident goal-setting. My work
as a business coach and mentor often focuses
on helping clients in this key, and often-
overlooked, area.




     Confident goal-setting means that you’ve
  selected a destination and have “mapped out”
  your trip in such a way that you believe with
  all your heart that you can make your visions
                 come into reality.




                       3
   Let me explain to you exactly what I’m
talking about:
    My clients come to me for a variety of
reasons, and time and time again, I find that
help with confident goal-setting is the key to
overcoming their obstacles to success. So as
you’re reading through this book yourself, I
urge you to do a little “self-monitoring” to see
if you are your own worst enemy.
    See if you are resistant to the ideas of your
own success. How will you know? You’ll catch
yourself thinking things like, “That won’t work”
or “I can’t do that” or “That’s fine for someone
else, but I’m not like that.” The absolute worst
possible thing you can think or say is “I already
know that.” These four simple words are a
barrier to learning. Once you think or utter
these words, your subconscious mind shuts
off the learning opportunity. Who knows, you
may be about to hear something entirely new, a
different spin on something you already knew,
or just a reiteration of what you already knew.
But at the very least, repetition is the mother
of skill.
    You’ll need to nip these feelings in the bud
before you can truly move forward. If you would
like to know more about how I help my clients in


                       4
this area, I invite you to visit my web site at
www.MasonPerformanceDevelopment.com.



      EVEN AN AVERAGE JOE (OR JOANNA) CAN
      BE ABOVE-AVERAGE IN BUSINESS

    You’re about to embark on an exciting
professional journey. By the time you finish
this book, you’ll be equipped with a toolbox
full of practical information, easy-to-use ideas,
and proven success strategies that will take
you, your business, and your bottom line right
through the roof.
    These are the same techniques that propel
the success of mega-monsters like Time Warner,
the time-tested strategies that Fortune 500
companies rely on, and the marketing ideas
that have rocketed the most powerful players
in the global business community to the top
of their fields.
   They’ll work for you, too!
   Whether you sell a product or provide a
service, whether you’re in a high-or low-
end market, whether you’ve been running
a successful business for years or are the
new kid on the block, you’ll be able to use
what you find in this book to take a good


                       5
business and make it better until it achieves
its “personal best.”




 Everyone has a personal “best case scenario.”
  As a coach, one of the most important things
    I do is help my clients understand what’s
   really important to them. For some people,
 this means immersing themselves 80 hours a
  week in running a business they find deeply
  fulfilling. For others, however, it means find-
 ing passive revenue streams that provide time
 as well as money so that they may find fulfill-
  ment with family, friends, travel, etc.Do you
            know what matters to you?



      A LOOK AHEAD

     This book is not your “short cut” to an MBA
in Business and Marketing. It’s not a magic
pill that you can swallow so you’re suddenly
transformed into a marketing superhero. (And
if it were—do you really have what it takes to
run around in a latex suit with a cape?)
   You’re not going to find a lot of theory, or
history, or anything, for that matter, that
can’t be put to work for you. And should you
find yourself at a cocktail party filled with


                       6
marketing professionals from the Harvard
Business School, you probably won’t be able
to hold your own conversationally.
   But who cares? While they’re talking about
the theory of what makes businesses succeed,
you’ll be living your success—and living
large, I might add—thanks to this book.
   In a book about marketing for small
business, I think it is important to define
marketing. There are many definitions of
marketing, but for the sake of this book, let’s
define marketing as “Anything you do to make
people more aware of the products and/or
services you offer.”
   How’s business? Whatever your answer,
whether it’s: “Just great, thank you!” or “Slow,
this week,” you’ve got marketing work to do
because daily marketing is a must for every
business.
   Daily marketing can be a challenge for small
businesses, because while larger businesses
have entire marketing departments, in small
businesses marketing has to be crammed in
amongst all the other business tasks. When
business is brisk, marketing is put on the
back-burner.



                       7
   Unfortunately this means that when
business inevitably slows down as part of
the natural business cycle, it takes time for
a new marketing push to take effect. This
means that your credit cards and/or line of
credit are maxed out by the time business
has picked up.
  What’s the answer to these business
downturns?
    Develop the habit of daily marketing. If you
approach marketing in a step by step manner,
it’s easy to develop a marketing habit. Daily
marketing builds your business, because all
marketing is cumulative. Before you know it,
you’ll have created a giant marketing snowball
that gets bigger and bigger.
   Many small businesses never develop the
daily marketing habit because they haven’t
put the marketing basics in place.
   This is a good place to also say that it is
imperative for you to develop a marketing plan,
a map or layout of your planned marketing
efforts for a specific period of time. I will go
into this more in the section on Networking
and Coaching.
   I’ve worked hard to compile what I think
are some of the most important tips and


                       8
techniques for you to apply immediately
to your business. There are specific step-
by-step directions, how-to instructions,
templates, fill-ins, and questionnaires
throughout the book.
    I have purposefully kept this book short
and to the point, to make it a quick read. The
idea is to read it through several times to
absorb all the nuances and crystallize in your
mind how to put this information to work for
you. Then just go do it. All too often we read
a book, watch a video, attend a seminar, or
listen to an audiotape that is so full of great
information that in the end we do not know
where to start. Since a confused mind always
says no, we end up not taking action on the
information we just paid so dearly to acquire.
If you apply the principles in this book, you
will see results, I guarantee it.




  Success is based on persistency and consis-
  tency, not on magic. You ave what it takes—
            just unleash your power.




                      9
  You’ll also find some terrific tools in the
Bonus Section, where I’ve included a kit of
additional “reports” for your use.
    So grab a hot coffee, find a comfortable
spot, make sure you’ve got good lighting to
read by, and get ready to take your business
to the next level.




                    10
   Systems permit ordinary people to achieve
extrordinary results, predictably.
                                — Michael Gerber

   Perseverance opens up treasures which bring
perennial joy.
                 — Mohandas (Mahatma) Gandhi



      USP: MARKETING’S BEST
      “DELIVERY SERVICE”

   USP is an excellent delivery service, and
so is USPS or the CPS, but when it comes
to delivering a marketing message, nothing
competes with a USP: Unique Selling
Proposition.

      QUESTION: “WHAT’S A UNIQUE SELLING
      PROPOSITION?”
   Dave’s Dictionary of Business says: A USP tells
   consumers why they should do business with you.
   It states the key feature that distinguishes you


                        11
   from your competition. It highlights the unique
   benefit you offer that no one else does.

    Your USP is a short statement which you can
use in various formats in all your marketing;
it’s the basis of your brand. Once you’ve
created your USP it will give you confidence
— you’ll know what’s great about you, and
marketing will become not only easy, but also
a pleasure.
  Now for the $64,000 question: “What’s your
Unique Selling Proposition?”
   Is your answer “Quality, Service, and
Price”? Sounds good, but it isn’t—not by a
long shot. Customers expect QSP. So if all
you offer are the “goods”—good quality, good
service, and good price—you’re just another
grain of sand on the beach of competitors
who are no different than you.




   Most businesses don’t talk about anything
    unique or distinct. Their message is: “Buy
  from me,” but without any reason or motiva-
           tion—logical or emotional.




                       12
   The natural tendency in describing a
company’s USP is to say something like “We’re
the best at what we do” and leave it at that.
The problem with the “best” approach is that
anyone can say they’re the best, and everyone
does. Consumers hear this from businesses
constantly; it is said so often that prospects
don’t even hear it any more.
    Your USP needs to be very specific. Give
your clients meaningful specifics, not vague
generalities. If you provide better service than
“the other guy,” explain precisely what makes
it the best.
  When you create your USP, ask yourself:
“What are the needs your competition isn’t
meeting for customers?” Have they left a




    Even if the “Eat at your Own Risk” Diner
   is shut down by the Board of Health every
  few months, the owner can still proudly dis-
       play a neon “Best Burgers in Town”
     sign. Who’s going to take him to court?
     His competitors? The taste police? This
   is precisely why consumers want details…
             not just vague promises.




                      13
niche open for you with regards to selection,
discounts, advice, education, quality, service,
convenience, or a guarantee?
   This is your opportunity. Get to work and
use your USP to fill the void—and fill your
business with customers.

      THIS IS NO TIME TO THINK SMALL

    No one wants to do business with a
company that’s “plain vanilla.” We all want the
“something extra” that makes us feel smart
for getting a good deal. Unless you’re filling up
your near-empty gas tank at the only station
you find on a deserted highway—in which case
money is no object—chances are you want the
best value for your money.
   Your USP should offer your big benefit,
most appealing promise, and your solution
to the most pressing problem that your
potential customer might have.
    If you’ve never thought about a USP, one
quick way is to start by creating a couple of
lists. The first list is of your strong points. Don’t
be shy! You’re not bragging. Aim for at least
ten items. The second list is of ten successes
that you’ve had in your business. Again, aim
for ten items.


                        14
   Are you ready for another question? Good.
Ask yourself this: “Why do people do business
with me?”
    There’s an important subtlety here. I didn’t
have you ask “Why should people do business
with me,” I had you ask “Why do people do
business with me.” What’s the difference? A
lot. The reason you think people are your
customers is much less important than what
they think—and what they’re thinking about
is “What’s In It For Me?”




    There are benefits of doing business with
     you that you take for granted, but that
  would simply astonish your clients and your
    prospects if they only knew about them.
   Look for the hidden, not so obvious assets
  in your business and be sure to reveal them
           in your marketing efforts.




      “SMART” BUYERS TUNE IN AND
      LISTEN TO WIFM

   This may come as a shock, but your
customers don’t buy from you because

                      15
they care about you. Even if they’re
the nicest people in the world, your
customers (and potential customers) aren’t
especially interested in you, your philosophy,
or your business.




     Tell a story about why their life would be
    
								
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