The Art of Marketing.

Small business owners often try to bare million things in their mind. Unfortunately, marketing is not included in the list of "the most important things". Here are a few rules one should follow in order to succeed in this field.

Small business owners often try to bare million things in their mind. Unfortunately, marketing is not included in the list of "the most important things". Here are a few rules one should follow in order to succeed in this field.

 

  1. Define your goals. What do you want to be? Are you the biggest kitchen store with the largest choice? The most popular coffee house? The best photo salon with top photographers? Concrete definition of your business goals will help to market your service or products.
  2. Define your market. Who are your consumers and what is the best way to win them? You need to find out whether your potential clients are young males, in their 40s, fishing lovers, willing to find as best equipment as possible and ready to spend any sum of money. Maybe they are females, in their 30s, thrifty housemakers? "Being aware of your current and potential customer is half the battle to know how to sell to them."
  3. Define Your Competition. Are you the only one who offers this product or service? If not, who else is involved in this business? Who is succeeding in it? Who is not doing it well? Try to learn from the failures and successes of your competitors. You may not find these lessons in textbooks. You need always to keep an eye on your competitors and react immediately on their innovations, in order to make your service or product differ.
  4. Lean the Media. You may get free publicity easily if you understand journalists' "wants and needs". You may offer some news for reporters. Define what is newsworthy from your business activity. For example, winning an award may become news for a local newspaper or television. If you consider your story to be statewide, then contact journalists or editors and find out whether your news fit. Be sure your press releases are short and actual; otherwise, it will be ignored. If a reporter writes about you, be polite and do not forget to say "Thank you".
  5. Draw attention to your company. In other words, promote your company. Some owners hire spokespersons for their company and avoid thinking about newsletters and press releases. Try to attract as much positive attention as possible to your business, products or services. When you meet the press, be sure you can summarize your company's activity in a single sentence. Remember that your potential customer wants to realize quickly what your company does and not to ask many questions.
  6. Keep interest to your service or products. Having once gained your potential customers attention, do everything not to loose it. That means different kinds of measures, discounts, presents, etc.

Therefore, here is a piece of advice, keep it in mind, it is only up to you to make your business be a successful one.

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