Do Business Well

Always tell the truth in all your marketing material. But remember, too, that you can make the truth intriguing.

An effective marketing campaign might include advertisements, advertorial, media releases, a well-designed website, newsletters or e-zines, direct mail (such as promotional letters offering an incentive to reply), brochures, tri-folds (or Z-folds), fliers, talks and presentations, events, radio and TV interviews.

Write a marketing plan. A marketing plan doesn’t have to be complicated, but it can help keep you going when the going gets tough. If you don’t have a clue, hire someone to help you.

Nearly everyone would like to get something for nothing! What could you cost-effectively give away to promote more business and increase your data base of contacts? Could you run a competition, or conduct a survey and offer a prize?

Thinking of broadening your market? Why not identify a sector of the population that seems to be ignored by other businesses? Target your marketing effectively and sell to this group of people.

Think about unusual ways of promoting your business. Try doing something completely different to gain attention.

Use your USPs (unique selling points) to keep you ahead of the field. What is different about your business or services that sets you apart from others? Use this in all your promotional material.

Don’t forget the ‘What’s in it for me?’ question. In your advertising and promotional material, make sure your copy answers this question, because this is what your customers/clients will be asking.

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