The,single,biggest,mistake,sma business, insurance The single biggest mistake small business owners make with t
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Most small business owners andentrepreneurs make the same fundamental mistake when they put their hard earnedmoney into advertising. The reason why is obvious, but littleunderstood. They simply copy the big endof town and do what big companies do because they think that's how to advertisesuccessfully. After all, aren't those companies successful? Unfortunately it's the last thing smallbusiness should ever do. In fact youshould never do it. Play thatgame and you could wind up working for less than the average wage. A slave in your own business because youradvertising is sending you broke. You know the type of advertising I'mtalking about a big logo at the top, boring feature after boring feature and abig fat phone number at the end sound familiar? And no sign of a sales message.This type of ad does not ask the reader to buy or do anything! What is thepoint of that? And you have to have deep pocketsa.k.a. a big budget to play the game of image advertising placing ads regularly,over a long period of time. Majorcompanies spend millions of dollars promoting their brand hoping that when youare out and about in the marketplace, about to make a purchase, they will cometo mind. Even if you do happen to buy their product they will have no idea whatadvertisement you saw or even if you saw it at all. As a small business owner you simplycan't afford to do that. And anyway, your brand is not important to yourcustomer. They are only interested inwhat your product or service will do for them. So that's the good news. Youdon't have to waste your time or money building your brand. Fortunately there is a better way tobring in all the customers you can handle and it's called direct responsemarketing. Once you understand the differencebetween brand advertising and direct response marketing you will never makethat mistake again. So why do I think direct response isthe champion? Simply because it puts you in the driver's seat. Using direct response you actually give yourcustomer instructions on what you want them to do. Specifically, how to respond to you so you get their contactdetails. Which means instead of hoping (and remember, hope is not a strategy)people will come to you you can go to them. Again and again and again so that you create an ongoing relationship. Italso means you can concentrate on building your customer list so you never haveto worry about where your next sale is coming from. It's a proven fact but oftenoverlooked. It's easier (and cheaper) tomake a sale to an existing customer than to find a new one. Design yourmarketing funnel around meeting your customers' needs so you can cross-sellthem related products or services and up-sell them more of what they justbought they'll love you for it. So take my advice and spend yourmarketing dollars on creating direct response campaigns designed to attract andretain your ideal customers and leave that image stuff to the big spenders.
The,single,biggest,mistake,sma