by Garry Spotts

Created on: October 01, 2009

Marketing your small business can prove challenging at best and downright intimidating at worst. Fortunately, it is not impossible and can be the most exciting and energizing part of running your small business. As you develop skills as a marketer you will discover that the following is true;

"Good things come to those who wait, but here is a rule that is slicker, he or she who climbs a pole and shouts will get them that much quicker."

Treat marketing your business as you would any emergency. It must be the top priority of your daily activities, so do not close your eyes to rest until you have done something to move your business forward. Here are a few tips that will help you get off to a great start marketing your new business or re-energize a lagging one.

Consider Your Buyer

Your wonderful new widget is worthless if the buyer doesn't want it or know it exists. Answer some key questions before you design your marketing material such as business cards, brochures, display ads, etc... The first question you should answer is:

What is my customer really buying when purchasing my product?

1.) Better Health,
2.) Convenience,
3.) An Unique Experience,
4.) Quality or
5.) Freshness

Your product or service may be all that you say it is and more, but your customer is buying a meansto an end.

Be Memorable

The point of marketing is to create mind share that translates into market share with your existing and potential customers. Mind share is the idea you own in your customer's mind when they hear your business name, see your logo, product or service. When a person is exposed to your business' image, what word comes to mind? Read the following business names and write down the words that come to mind for each one.

Burger King, McDonalds, Coca-Cola , Cadillac and Hummer

The word that came to mind for each of these brands equates to the mind share they each own with you. When you think American luxury you yo may think "Cadillac" or flame-broiled you may think "Burger King". As you design your marketing strategy make sure that you invest some energy in addressing the mind share question; is my product or service memorable?

Be Genuinely Customer Focused

Your customers have little time to waste and there are other businesses competing for their attention and money. Find ways to connect with your customers that communicates authentic concern for them and the things which are important to them. Give the people what they want before they ask. People want information so that they can make a decision.

Make sure that your marketing gives customers enough information and empowers them to make buying decisions in your business. When your customer finds your business give them all the information they need to confidently make a purchase. Don't overload people with unnecessary information, but offer enough to help customers make intelligent decisions.

Become an information resource for your customers. Provide informative articles, how-to instructions and best use guides for your customers. Demonstrate your concern for the customer by insuring that they have to get the most out of their purchase with service after the sell.

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