by Thomas Berntsen

Created on: January 23, 2009

The Five Marketing Principles that will make your sales soar.

So, you are running your own small business. You already know your products or services are good, and that there is a market for your products and services. But, not you are faced with the really big challenge: How do you market yourself? Consider these simple five marketing principles I have for you.

Interestingly, out of every ten businesses we look at, nine will not be following these simple principles. However, if you put these money making principles into action, your business profits will instantly increase.

Principle 1: Monitor the response to all your marketing and advertising efforts.

Most business owners have no idea whether their advertisements, letters, and other promotions are working or not. They spend thousands of dollars on a particular advertisement or promotion every week just because they feel they should. This is insanity! As a business owner, you should never run any promotion unless you have a way to monitor the results. Never.

Consider this: would you place an order with any supplier and pay for it without having any idea whether you got the goods or not? Of course you wouldn't. This same principle should apply to marketing. Believe it or not, this example is no different than placing an advertisement or sending out a sales letter. You should know exactly what you get for your money. Anyone (advertisement sales people) who says to you "Just keep your name out there and you'll get results down the line" is simply wasting your money.

You must monitor everything you do. This is the backbone of all your successful marketing.

Principle 2: Find and develop your unique selling advantage.

Why should I buy from you? What can you offer me that the guy down the street can't? Alarmingly, nine out of ten people in business cannot answer this question clearly and convincingly. Most businesses make the general 'me-too, I am here and that is why you should give me money' appeal to their customers. If you want your business to grow, you must first determine what you can offer that the others can't.

A furniture store may offer to let their customers try and see a lounge suite at home for a week, before they buy it, no obligation. Does this work? You bet - this is a real strategy used by a real store and ninety percent of the items that go on this trial basis are sold to the customer by the end of the week. This is their Unique Selling Advantage.

What is yours? It can be lower prices, longer warranties,

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