Why should I read this article? My hope is that it will help your bottom line. A marketing message, just like a news story, must answer several questions, including who, what, when, where, how and why. While all the parts are needed, only one element connects with the consumer and gets a person to take…
As a small-business owner, how often have you said, in conversation, “I can’t compete with the big stores?” How often has a customer been told you can’t do something because this is just a small business? Stop it! That sounds harsh, but your words just made you your worst competition. Instead, offer the customer information…
Starting a business is risky. Data the U.S. Census Bureau has gathered show maybe 20 percent of businesses do not last through the first year, and 70 to 80 percent will not be around five years after starting. While that information may be depressing and suggest you not even try, you have ways to increase…
Small-business owners always are looking for opportunities to build their business. Some of the ways owners do this are through providing what customers want, working hard, and offering the right selection at the right price and trying to attract the right market. These are all needed elements of a successful business. Yet there is an…
When working with customers, do you use your language or their language? No, the question isn’t about whether you use English or German or Spanish. The question actually is whether you talk about your product or service in terms of features instead of what the customer wants from the product or service. A simple question…
What a great day. Your business is open. The wait is over. Instead of costs, costs, costs, you can now make some sales. Some time passes and someone walks into your business. It’s the business owner from next door and she just wants to wish you good luck. Some more time passes and some friends…
We know having a safe workplace is important. We know it’s a good business practice. We know it can save us money and maybe even save us from financial disaster. We know but do we always practice? And is it high priority? Moreover, have we instilled it into those working at our company, whether employees,…
Market research focuses on understanding your customers. There are a variety of tools to help you do that. Yet one of the most overlooked tools that offers a great deal and costs very little, except for time, is conversation. Conversation is great in terms of getting to know your customers as individuals. What are their…
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