Publishing

This is my favorite technique. Write an article about an interesting or timely topic related to your business that would be of interest to your target market. Ask a friend or loved one with editing skills to proof your article for you. Create a four or five line biography at end of article that includes your contact information: your company name, e-mail address and company URL. Add a copyright statement at very bottom of article. Then submit article to on-line article archives, e-zines and appropriate websites. This technique helps establish you as an expert in your field, publicizes your business, and creates incoming links to your website to increase your link popularity and search engine rankings. You can begin submitting your article to: Article City, Expert Articles and GoArticles.com. These three resources will get you started but a quick Internet search will provide an extensive listing of thousands of venues on-line.

Networking

Research your local chamber of commerce and start attending their networking events. Develop and rehearse an interesting "elevator speech" that summarizes your business and your talents in less than thirty seconds. Introduce yourself to as many people as possible, give your elevator speech and hand out your business cards and collect business cards of prospects. Take business cards you collected, use back of card to write down what you discussed or other important information about prospect, and FOLLOW UP! Write and mail a quick note on your business stationery to say how nice it was to meet them and mention something memorable you discussed. Keep in touch with them on a regular basis.

Join on-line communities such as newsgroups, discussion boards, e-mail lists, etc. where your target market and peers congregate. Introduce yourself and your business if introductions are allowed by community guidelines and encouraged by list moderator. Establish your credibility and promote yourself by responding to questions in your field of expertise. Join an affordable, well-known and professional association of your peers on-line or locally. If it is permitted, announce your availability to take on sub-contracted work from your peers, but read guidelines and do not "spam" these lists which will result in a loss of your credibility and professionalism. Become involved locally with a worthy charity by donating your time, products or services.

Over time, as your business grows, you can and should add a few paid marketing techniques to your marketing plan. But you must continue to use most rewarding of your free and inexpensive marketing techniques to maximize your profit. Never forget that creativity, hard work and excellent customer service are keys to growing a successful business while keeping your marketing costs in check.

(c) 2002, Davis Virtual Assistance. All rights reserved.

Many businesses get poor results from their advertising because they reach too many prospects with little or no interest in what they are selling. This often occurs because they choose cheapest advertising instead of looking for low cost targeted advertising.

Take some time to research and plan your advertising efforts. Look for ways you can reach concentrations of prospects likely to be interested in your product or service. Then design your message to appeal specifically to their interests and needs.

TIP: Look for alternative media your competition may be overlooking. For example, many online marketers have started using direct mail postcards to generate traffic to their web sites. It's a low cost way to bypass heavy competition online.

5. SELF FOCUSED ADVERTISING

Advertisers often promote facts about themselves or their products in their advertising. But facts don't sell. Benefits sell. For example, which of following has more impact?

1. "We provide complete marketing services for starting your own business" 2. "No more time clock. Work when you want. Take long vacations"

The first focuses on company and describes service it provides. It's boring and unattractive. The second focuses on benefit provided by that service. It attracts attention and creates excitement - and generates more sales.

These 5 common advertising mistakes cause you to lose sales How many are you making? Apply information revealed in this article to avoid these mistakes - and maximize results you get from your advertising efforts.

Bob Leduc is a Sales Consultant with 30 years experience in building successful businesses. He just released a revised and completely updated New Edition of his manual, "How To Build Your Small Business Fast With Simple Postcards", and several other publications to help small businesses grow and prosper. Email: BobLeduc@aol.com Subject: "Postcards" Phone: 702-658-1707 after 10 AM Pacific Time/Las Vegas, NV