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Someone once said, "Build a better mousetrap and the world will beat a path to your door." Well, I'm here to tell you from personal experience that they won't unless they know who, what and where you are. Once they are aware of your better mousetrap, and how to get it, then they will beat that path but not until.
One of the great things about a home based business is that you can keep your day job while you build your business as finances permit. The problem is that your day job must support you and your new business until your new business can stand on its own. How long that takes depends on how effective and economical you are at promoting and advertising your business.
The First StepThe first step is always setting a goal for your business and do something to work toward that goal each day. You can't build a successful business until you can visualize where that business will be in one year, five years or ten years.
If I'm going to drive from New York City to Los Angeles I'm going to need a map. I could probably get there eventually without a map but it would be much easier with one. It's the same in business. You can probably eventually build a successful business without plans and goals -- it's just much easier with them. (See: How To Grow Your Small Or Home Based Business To The Break Even Level)
Getting Publicity For Your Home Based BusinessIn order to get the world to beat that path to your door you've got to get your name out there where they can find it. One of the most effective and least costly is the press release. You've probably heard of them but were never quite sure how to do one or where to start.
Newspaper and magazine editors are always under the gun to find and produce new articles of interest to their readers. They are always happy to receive "news" about new products or services in the form of press releases.
What they don't want to receive is some rambling letter about your business. Press releases are to be submitted in a specific standard format or they will probably not even be considered for publication. Your public library should have several books on the subject.
Before sending your press release contact the newspaper or magazine and request press release guidelines for that particular publication.
Here are a couple of sites that will give you the basics of writing your own press release:
http://www.news-pro.com/PRtemplate.htm
http://www.xpresspress.com/PRnotes.htmlWhile you're at the library check out the Encyclopedia of Periodicals. This is a reference book of trade magazines, journals and newsletters for many industries. Find the ones that match your industry and send them your press release. My local paper didn't find me, I contacted them. Target Marketing magazine didn't find me I contacted them. Both did stories on me and my book.
Just how bad do you want it?One of the most common fears we all have is speaking in public. Many studies suggest we fear it more than death. We would rather be in the casket than delivering the eulogy to the congregation.
When I started my marketing company in San Diego, California I contacted Kiwanis Clubs, Lions, Elks, Moose, American Legions, VFW's and anyone else that would let me talk about my company. I usually gave a talk on how to market and promote their organization to the public.
Was I afraid? You bet. Did I use the wrong words and phrases? Absolutely. But I knew that if I didn't learn to do this my progress was going to be much slower. Did I want to work longer and harder for the same result or did I want to overcome my fear? The answer to me was obvious. If you can afford it, take the Dale Carnegie Public Speaking Course as I did. It's worth every penny. If you can't afford it check out your local Adult Education Office and see if anyone offers public speaking courses as a night class. These are usually much less expensive and may be all you need.
Worst case scenario -- Check out a book on public speaking at the library and start giving talks to your family or the dog or the mirror until you are able to do it in front of people. Overcome this fear and watch your business grow.
How To Work Trade ShowsYou may be tempted to skip this section because you know you can't afford a booth at a trade show. Don't. This isn't about having a booth it's about how to "work the room" as a spectator. I attend as many trade shows as I can that target small business owners. My target isn't the people in the booths. It's the people like me walking around the show.
I walk around the show and try and find the "hot corner." Most shows have a hot spot where most people pass by sooner or later. In many cases it's near the food or rest rooms or where the brand name companies set up. Once I find that spot I park there and never move.
I'm looking at name badges and asking people what type of business they are in. If you are shy about meeting people then you need to get over this fear too. Most people are happy to talk about their business. I never mention my business until they ask me what I do. They get a business card with the website URL on one side and the book title and how to order it on the other.
How To Use Direct Mail In Your Home Based BusinessTake an 8.5 x 11 piece of heavy paper, cut it into quarters and you've got four postcards. Each one is 4.25 x 5.5 inches. Cost is about .03¢ each on colored paper. Prices may vary in your area. Now, I have two questions for you.
1.) What would a newspaper ad of the same size cost? and, 2.) How many people who receive that newspaper are NOT your target market? With direct mail you can target specific neighborhoods or parts of town. Even a hundred postcards at full postage of .20¢ each is only $20.00 in postage. Over a one year period mailing 100 postcards a week you can mail to 5200 people a year.
Here's an exercise I use in my classes. I'll give you a dollar for every ad you can remember in todays paper if you give me .25¢ for every ad that was actually in there. Is that a good deal for you? Probably not. The point is that most of us go right past most newspaper ads unless they are looking for that specific product.
But people read postcards. You have about three seconds to deliver your message but people do read them. In a small town you can often make your own mailing list from phone books or city directories. For more information (See: Direct Mail: Why It Works And How To Use It) and (Direct Mail: Formulas For Success)
The Last Word On Home Based Business PromotionLast but not least, the very best way to promote your home based business is by networking. Letting as many people as possible know what you do. Face to face if possible.
Everyone within walking distance of your house should have your business card. Your business card should go in every local bill you pay every time you pay it. If you have a web site then a card goes in every bill you pay every time you pay it.
Join clubs and groups. Get involved at your church and at your children's school. Customers are everywhere but it's up to you to tell them about you and then they will beat a path to your door.
This article may be reproduced for your non-profit group or organization provided it is not altered in any way
and the following is attached:Used With Permission
©2000 Eagle Marketing PO Box 271 Bozeman, MT 59771-0271
http://www.smalltownmarketing.com - (406) 585-0219
email: tommail@smalltownmarketing.com
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