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By Liz Folger
Sooner, rather than later, your marketing technique is going to make or break your home business. The odds for a business to still be around within a year of starting are very low. The blame can usually be pointed at the owner who hasn't figured out the trick to getting customers in a quick and cheap way.
If you're in business for yourself, you have probably noticed you don't have the same marketing budget as Coca Cola or Proctor & Gamble. However, we need to get the word out about our businesses too. We just have to do it with a few less million dollars.
Usually the first thing that pops into the mind of a newly self-employed person is, "I have to place an ad." But in reality, that is the last thing you need to be doing. First off, did you know that a person has to see your ad six times in the same publications before they even think of using your business? Now if that is a monthly publication, I'm telling you it will take you six months till a person actually thinks about picking up the phone to call you. Now that isn't good news especially if you would like to get customers a bit sooner than that. So what's a home business mom to do?
Almost every self-employed mom I talk to says most of her business comes from one simple source -- word of mouth. It comes from that one happy customer who liked what she did for him/her and started to spread the word. What would make you want to shop somewhere? A friend telling you about a great service or product, or an ad in the paper telling you the same thing.
Here are a few suggestions on getting the word out about your business in the quickest and cheapest way:
- Send out a press release, and not just when you open your business. You need to tell the world if you've added some new service or product, or if your business is involved in a charity event. Be sure you give the release a human slant. Don't just talk about how wonderful your business is, talk about what your business can do for your future customers.
- Join organizations -- Chamber of Commerce, women-in-business organizations, and any type of organization your target market belongs to.
- Put your service or product for sale in a charity auction.
- As soon as you start your business, write every single person you know a postcard announcing your new business venture. Although they may not need your business, they just may tell someone who does.
- Ask for referrals from other happy customers. Cold calling will never be the same again if you use this approach.
For additional information on this topic, I would highly recommend the books Guerrilla Marketing by Jay Conrad Levinson and Do It Yourself Publicity by David F. Ramacitti
Liz Folger is the author of the book, The Stay-at-Home Mom's Guide To Making Money. She has created Bizy Moms, a resource on the Net for moms who want to work at home and for those who already do.
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