| One of the small business marketing tips that I drive | | | | recording of you talking about your background, |
| home over and over again is a simple fact: people buy | | | | experience, education, qualifications. |
| differences, not similarities. It's hard to understand why | | | | Give them your company's mission statement, talk |
| a business when they understand that, still goes ahead | | | | about your values and philosophy. Educate them as to |
| and creates marketing that looks similar to every other | | | | the kind of clients you specialize in working with and |
| competitor. | | | | the areas of specialization that you focus on. |
| The gentleman who started Woolworth (Frank | | | | So they can see you as a well-rounded individual, talk |
| Woolworth) department stores, he made one of the | | | | about your family, kids, hobbies, sports, community |
| greatest statements I've ever heard. He said, "I'm not | | | | involvement, charitable work, church activity, things that |
| very good at selling. Therefore, I must make it easy for | | | | you deem important for that prospective client to |
| people to buy." | | | | know. |
| Most business owners don't make it easy. For | | | | If you don't mind the money, there are companies who |
| example, here's the problem: I'm searching for a | | | | can create this type of multimedia CD for you. |
| financial advisor/planner. I have 4 different gentlemen | | | | To do business with your prospect you must |
| handing me the same paper business card, so they | | | | overcome several obstacles. As mentioned above |
| make my decision incredibly difficult because my first | | | | you must be credible. People say "A picture is worth a |
| impression, they're all identical, dime a dozen, one on | | | | 1,000 words." If a picture is worth 1,000 words, then |
| every street corner. | | | | what's audio, video, animation, text, graphics, and |
| The purpose of the b-card is to not only provide | | | | pictures worth? |
| information. It's a relationship sale. The role of the | | | | You want to touch them in ways that no piece of |
| b-card today is to get them to know you, like you, and | | | | paper, no paper card, no written resume can even |
| trust you, to see you as credible, qualified, and | | | | come close to. How on earth can I get a message |
| trustworthy. | | | | heard from a piece of paper? |
| You establish your credibility by giving them information | | | | Your marketing must position you as number one in |
| about you, not only marketing information about your | | | | their mind when it comes to your specialty. You want |
| business. | | | | them saying, "Gosh, he deals with people just like me. |
| One of my small business marketing tips: next time | | | | He understands the problem." You want them feeling |
| you meet someone put a "Business CD-ROM" in their | | | | like you're speaking directly to them. |
| hands. On that CD you can have a basic video | | | | |