Get Covered by Search Engines

A primary method that potential customers use to locate businesses online is through search engines such as Google (http www.google.com), Lycos (http www.lycos.com) and Alta Vista (http www.altavista.com), and with indexes or directories such as Yahoo (http www.yahoo.com). Search engine information is accessed by words or phrases indexes use subjects and categories. To list your site with search engines, you need to submit your website address to them along with other information about your...

Direct Marketing Actions

Once you have a list of clients, suppliers, friends and prospects in front of you, you may feel the urge to pick up the phone, send a note or visit each one to tell them more about your business. For most businesses, following that impulse would be a primitive and impractical form of direct marketing. The task of this section is to get you to refine this idea so that you can contact the people on your list to tell them about an event, action, product or service that they will welcome hearing...

Why Dependence on Advertising Is Harmful

To an extent, advertising is an addiction once you're hooked, it's very difficult to stop. You become accustomed to putting a fixed advertising cost into your budget, and you are afraid to stop because of a baseless fear that, if you do, your flow of new customers will dry up and your previous investments in advertising will have been wasted. While of course there are rare occasions when a particular ad can produce lots of business, it's as rare in the small business world as catching a...

Peer Based Marketing Actions

One of the most important things proprietors of small businesses can do is get together, informally and regularly, with peers. It not only provides a great source of both moral support and tangible assistance, but is also a superior way to explain your business to people who can refer customers to you. Paul Terry, a small-business consultant, has a number of peers whom he takes to breakfast or lunch on a regular basis to stay in touch and to make sure that they know what direction his business...

The Myth of Advertisings Effectiveness

The argument made by the proponents of advertising is almost pathetically simple-minded If you can measure the benefits of advertising on your business, advertising works if you can't measure the beneficial effects, then your measurements aren't good enough. Or you need more ads. Or you need a different type of ad. It's much the same type of rationalization put forth by the proponents of making yourself rich by visualizing yourself as being prosperous. If you get rich immediately, you owe it...