John F. Kennedy's statement "A rising tide lifts all boats" perfectly describes the boom years of the economy. Throughout the '00s you really didn't have to do much to have an OK business. But what about in today's receding tide? Fortunately the recession won't take all boats down with it -- only the leaky ones. Use attraction marketing to build your business, especially in tough times. Start with these three strategies.
#1 - Communicate with your customers more.
If you have an email list, contact people at least once a week. Don't make it just about selling. Your customers also appreciate articles, tips and useful information. Worried that too many emails will cause them to opt out? If your messages are valuable, people appreciate them -- except for those who probably were not going to buy anyway. Overall, good email communications strengthen your attraction marketing.
Some businesses also use postcards effectively, sending one every 4-8 weeks. Be sure to promote something interesting each time: a special sale, a limited number of free consultations. You can also direct people to your website to pick up a free special report or watch a video of a happy customer using your product.
Use Facebook or Twitter, and set up a regular schedule. Start with one Facebook post and 1 Tweet a day. Getting started with social networking can be confusing. Create your accounts and just watch what your friends and those you follow do for a while. You'll soon get the hang of it. The #1 rule to follow in social networking is: don't make it about selling, make it about relating.
Perhaps you don't have a mailing list. Well, start building one now. Without a list you have clipped the wings of attraction marketing. The list is perhaps the greatest asset of any small business. It is irreplaceable. Not sure how to begin? Creating articles - like the one you are reading - is a popular and effective way to start.
#2 - Add more value. Instead of offering the same old stuff, innovate. Look for ways to shake things up in all your services and products.
Coaches: now is the time to add teleseminars and information products. Product businesses: now is the time to add training or coaching to help customers use what they buy. Service businesses (office cleaning, pet-sitting): give your customers something extra - create a tip sheet or simple newsletter. Stand out from the me-too businesses. That's very attractive to success no matter what economy you're in.
You can also leverage relationships with other business owners. On Main St., businesses often team up. You'll see a wine shop create tasting events with crackers and cheese from the gourmet store down the block. Or you find an art print store - like the one my life partner owns - offering framing that's done by a framer on the other side of town.
Online businesses can also use leverage. I created an audio set on Law of Attraction marketing from a series of interviews with other attraction marketing experts. It only took 6 interviews to create a product. Everyone who participated in the interviews promoted the product to our mailing lists. Talk about the power of leverage! Make a list of experts you could interview to create a valuable collection of interviews your customers would want to own.
#3 - Use your personality when you promote! Luckily for us small business owners, we aren't required to act distant, like the typical large corporation. Thank goodness! It's possible to be quirky (but business-like) - and it's a lot of fun. Open up and tell your customers that you spend weekends riding your Honda Gold Wing. Talk about your favorite charity, the local animal shelter. Or express your enthusiasm for restoring antique furniture. It's great to write about your vacation, your parakeet, your hometown, your kids.
In every marketing promotion, express your passion for your business. Tell people why you're in this business and how much you care about it. You can also develop short, interesting stories - customers appreciate knowing you, and stories create powerful connections. During a down economy, people seek out friends to do business with. Attraction marketing includes expressing who you are.
Tips: 1) Avoid sharing your views on politics, religion or other potentially controversial areas. 2) Be friendly but also be careful about giving our personal details. 3) Think of personality as a side dish - the main course is always your business, and that's where to keep the attention of your customers.
#1 - Communicate with your customers more.
If you have an email list, contact people at least once a week. Don't make it just about selling. Your customers also appreciate articles, tips and useful information. Worried that too many emails will cause them to opt out? If your messages are valuable, people appreciate them -- except for those who probably were not going to buy anyway. Overall, good email communications strengthen your attraction marketing.
Some businesses also use postcards effectively, sending one every 4-8 weeks. Be sure to promote something interesting each time: a special sale, a limited number of free consultations. You can also direct people to your website to pick up a free special report or watch a video of a happy customer using your product.
Use Facebook or Twitter, and set up a regular schedule. Start with one Facebook post and 1 Tweet a day. Getting started with social networking can be confusing. Create your accounts and just watch what your friends and those you follow do for a while. You'll soon get the hang of it. The #1 rule to follow in social networking is: don't make it about selling, make it about relating.
Perhaps you don't have a mailing list. Well, start building one now. Without a list you have clipped the wings of attraction marketing. The list is perhaps the greatest asset of any small business. It is irreplaceable. Not sure how to begin? Creating articles - like the one you are reading - is a popular and effective way to start.
#2 - Add more value. Instead of offering the same old stuff, innovate. Look for ways to shake things up in all your services and products.
Coaches: now is the time to add teleseminars and information products. Product businesses: now is the time to add training or coaching to help customers use what they buy. Service businesses (office cleaning, pet-sitting): give your customers something extra - create a tip sheet or simple newsletter. Stand out from the me-too businesses. That's very attractive to success no matter what economy you're in.
You can also leverage relationships with other business owners. On Main St., businesses often team up. You'll see a wine shop create tasting events with crackers and cheese from the gourmet store down the block. Or you find an art print store - like the one my life partner owns - offering framing that's done by a framer on the other side of town.
Online businesses can also use leverage. I created an audio set on Law of Attraction marketing from a series of interviews with other attraction marketing experts. It only took 6 interviews to create a product. Everyone who participated in the interviews promoted the product to our mailing lists. Talk about the power of leverage! Make a list of experts you could interview to create a valuable collection of interviews your customers would want to own.
#3 - Use your personality when you promote! Luckily for us small business owners, we aren't required to act distant, like the typical large corporation. Thank goodness! It's possible to be quirky (but business-like) - and it's a lot of fun. Open up and tell your customers that you spend weekends riding your Honda Gold Wing. Talk about your favorite charity, the local animal shelter. Or express your enthusiasm for restoring antique furniture. It's great to write about your vacation, your parakeet, your hometown, your kids.
In every marketing promotion, express your passion for your business. Tell people why you're in this business and how much you care about it. You can also develop short, interesting stories - customers appreciate knowing you, and stories create powerful connections. During a down economy, people seek out friends to do business with. Attraction marketing includes expressing who you are.
Tips: 1) Avoid sharing your views on politics, religion or other potentially controversial areas. 2) Be friendly but also be careful about giving our personal details. 3) Think of personality as a side dish - the main course is always your business, and that's where to keep the attention of your customers.
About the Author:
Ready for more free articles on small business success? Visit Andrea Conway's articles page and discover the secrets to attract prosperity in hard times today.
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