To market and grow your small business effectively, you have to be your own best client.  Just the other day, I was chatting with a prospective client on the phone. We had first talked about her hiring me about 9 months ago. Then she decided to hire an in-house person to handle her marketing efforts instead. Well, that didn’t work out. So she decided to try to do it herself. And you know what she discovered…? Most of the time she wasn’t getting the things done that needed doing on a regular basis. And what she was doing wasn’t working. In the process she had two big realizations: 1)    She didn’t have the time to be in charge of sales and marketing (and didn’t really want to be). 2)    She didn’t have a plan, so everything she was doing was kind of haphazard. You know, she’d send a few postcards here, knock on a few doors there. But she wasn’t building up to bigger and better results. So, she decided maybe she does need my help after all. Which is smart. Because one of the big secrets I’ve learned about growing a small business is… You have to treat your business like your own best client. And if you can’t do that yourself, hire someone else who can. Otherwise you’ll end up spending all your time working in your business (servicing clients, putting out fires, filing, whatever) and no time working on your business. And if you aren’t spending time trying to grow and improve your business, it’s probably always going to be more or less like it is right now. For many small business owners, that means a business where you work yourself to the bone day in and day out. You work nights. You work weekends. Frankly, you work too damn much with no end in sight! Now I don’t know about you, but I’ve got goals for my business that I haven’t reached yet. And the only way I’m going to reach them is by doing a lot of planning and marketing. If I book myself solid with client projects, I won’t have any time left to work on my business. Sure, I could try to work on it after hours. But by then I’m exhausted and tired of marketing. So my stuff either gets put off, or I don’t end up doing good work anyway. Plus, one of my goals is to have a life (IE spend time with my hubby and dog, get out and exercise, and generally have some fun). In order to do that I have to fit my business projects into my regular work day just like any other client projects. Regardless of what industry you’re in, you should be doing the same. At some point, you need to make your own business a priority—even if it means giving up or putting off taking on a couple of new clients right now. I know that from a short-term perspective this might seem crazy. And if you’re still in start-up mode it might not be possible (you do have to pay the bills after all). But if you want your business to grow, and you ever want to unchain yourself from it, you have to devote the same time, energy and effort to it that you give to your clients. So although you might be giving up revenues right now, by focusing more time on your own business you’re setting the stage for greater earnings down the road. Here are 5 simple ways I’ve found to make it happen… 1)    Set aside time in your schedule each week to work on your own business (and I mean block the time out so you don’t schedule anything else). I devote Monday afternoons and Friday mornings to my own business. 2)    At the start of each day, before you check emails, do one thing to grow your business (send a card, write a blog post or newsletter article, call a past client, etc.).  Otherwise it’s too easy to put off until tomorrow. 3)    Create a plan for achieving your goals. Break it down into small steps with specific deadlines for each, then put these on your calendar. This makes big goals less daunting and keeps you moving forward. 4)    Wake up and start work 20 minutes earlier than usual. I have never been a morning person (though I’ve gotten better as I’ve gotten older), but I often get my best work done before 8:00 am. Sometimes I even wake up an hour or two early to get a jump start on the day. 5)    Hire a Virtual Assistant (VA) to handle time consuming tasks and deal with the technology side of your business. My VA built my blog, puts posts up, manages my Facebook account, and much more. They are the perfect solution for the small business that can’t afford to hire an employee. [tags] be your own best client, market your own small business, grow your own small business, marketing, small business [/tags]

I just got done reading Clayton Makepeace’s blog article: Make your product’s benefits SPARKLE! Although it’s written specifically about finding product benefits, the tips he provides work equally well for selling services too. In case you aren’t familiar with Clayton, he’s been a successful direct response copywriter for 35 years and is credited with helping multiple businesses make millions of dollars. His is one of the handful of online newsletters I subscribe to and read regularly. This post is so valuable I just had to share. Because, like Clayton, all too often I see people trying to use really general benefits to get their prospects attention—if they use benefits at all. You know your prospects want to know what’s in it for them and why they should buy before they plunk down any cash. But somehow you forget to tell them. Or you explain it in a way that doesn’t get at the core of why they want or need what you’re selling. Writing compelling benefits requires listing all your features, then asking yourself, “So what? Why would they want this feature?” For example, you might want a dual core processor in your computer so you can run multiple programs without crashing your computer. That’s your general benefit. But you aren’t done yet. The real key is figuring out the benefit of the benefit. Not just the first thing that comes to mind. So you have do dig down another layer and ask why that benefit would be important…What problem does it solve or need does it fill? In this article, Clayton gives you an easy-to-follow, step-by-step formula for digging deep and writing irresistible benefits. Plus, he also gives you a list of questions you need to ask—either yourself, or your client if you’re a professional copywriter) before you ever set pen to paper (or fingers to keyboard, as the case may be). If you don’t have a set of basic questions you ask before you begin writing, try using the ones in his Comprehensive FEATURES Inventory as a starting point. You can (and should) add a few more to that list to be sure but you absolutely need these as a basis. Frankly, I can’t believe he’s given away so much valuable info in one article. And I couldn’t have said it all better myself. Check it out here: http://www.makepeacetotalpackage.com/clayton-makepeace/make-your-products-benefits-sparkle.html [tags]  Clayton Makepeace’s blog, Clayton Makepeace, The Best Copywriting Article about Writing Killer Product and Service Benefits, copywriting, writing killer product and service benefits, writing killer product benefits [/tags]

When was the last time you truly had a WOW! experience? I had one not too long ago, and I still can’t stop thinking about it.With spring on the way, it was time to get new flea and heartworm preventatives for my dog, Sadie. I decided to try ordering from 1-800-PetMeds because I had just gotten a discount coupon and catalog in the mail from them. And it turns out they had a couple of items I’d been having trouble finding (all hail the finger toothbrush!) I had actually called them once before to get more info but didn’t order. The experience was fine that time, but not stellar. However, this time the customer service guy who answered was top notch. Hw was friendly, passionate and a dog owner himself. He knew the catalog and products backwards and forwards. Plus, even though I had a number of questions for him, he seemed genuinely happy to sit on the phone with me and help. I was impressed to say the least. Then, when I opened my package, I found a nice surprise…Three dog biscuits in addition to my order! I’ve long told vets they should send dog biscuits—or catnip—along with a card to new clients and on pet birthdays, but they rarely do. Now that I was the recipient, I can officially say it created a Wow! moment for me. And of course Sadie was thrilled to get a couple of surprise treats. It didn’t cost much for them to do it, but it meant a lot to me. Now I’m a raving fan. And everyone who reads my blog is going to hear about it. Are you creating a Wow! experience for your clients and customers? If not, think about what you can do for them that’s sure to be unexpected—and appreciated. Having trouble coming up with ideas? Spend some time thinking about what keeps you coming back to certain businesses. Then look at every aspect of your customer’s experience and figure out how you can take it from ordinary to extraordinary. What was your last WOW! experience? How have you created a WOW! experience for your customers or clients? Post a comment and let me know… [tags] Creating a Wow! Experience is One of the Best Ways to Grow Your Business Through Word of Mouth, Wow experience, best ways to grow your business, word of mouth, grow your business through word of mouth [/tags]

I made the craziest discovery recently, and decided I just had to share…A while back I was about to hop on a plane. So I was in the little airport shop looking for a fresh book or magazine to read. On a whim, I decided I wanted to work a few logic puzzles. As a kid in elementary school, I was put in the special “smart kids” program. And one of our tasks each week was to do a packet of all different kinds of puzzles. Rhebus, word seek, fill in the blank, you name it. And there was always a logic puzzle in there. These quickly became my favorite. Even into college I would periodically buy a book of logic puzzles. But that day in the airport, I probably hadn’t looked at one in 15 years. I grabbed a puzzle mag and happily set to work on an easy one. It took a bit to get back in the groove, but before I knew it, I had completed two easier puzzles and was starting on a really complicated one. If you’re not familiar with logic puzzles, these are the puzzles where they give you a chart of squares divided into 3 or more sections. One section might be people’s first names, another their last names, another what they do for a living, and so on. Then, based on a series of written clues, you have to figure out who has which fist and last names and what they do for work. Sounds easy, but as the puzzles get bigger they become really hard. They only give you a limited number of clues…Say 8. And the clues can be pretty basic, like, “Bob’s last name is not Smith, and he is not a painter”. Or, “Neither Sandy, nor the person with the last name Jones, is a cook.” You have to use your powers of deduction and reasoning, and your ability to organize the information, to figure out the final solution. Well, as I was sitting there working on the hardest puzzle, I suddenly realized I was using the exact same part of my brain I use for marketing planning! For as long as I can remember, I’ve had a knack for taking lots of different, seemingly unrelated info and pulling it together in a way that makes sense. It’s a skill that’s served me really well as a writer, speaker, manager and business owner. And I’ve found it especially helpful as a marketing consultant because I often have to look at lots of different parts and pieces of a business—or their marketing—and find ways to make it all work together. When I was younger, I took it for granted that everyone could do this sort of thing. Now I know that’s not the case. But I never understood why I could do this sort of thing naturally…Until now. So if you have trouble thinking about the big picture. Or easily get overwhelmed by too many details. Logic puzzles might help. Even if they don’t, they’re certainly a fun way to give your brain a workout. And that’s never a bad thing. You can find puzzle books, and even books with just logic puzzles, in bookstores or with a quick online search. Just start with the easiest puzzles so you don’t get frustrated. And be sure to use a pencil. :-) If you’re a fan of logic puzzles already, I’d love to know if you have a similar skill set. And if you decide to give one a try, come back here and let me know what you think. Please do post a comment below… [tags] train your brain to be better at business and marketing planning, business planning, marketing, business, marketing planning [/tags]

A while back I was visiting my family in Atlanta. I walked into my sister’s normally pretty cute house to find it crammed with a brand new set of leather furniture. And when I say crammed, I mean it.Clearly, there was at least one more piece of furniture in the set than fit in her living room. After complimenting her on the nice new furniture, I couldn’t help but ask “So, what’s the deal? Why did you get so many pieces when they don’t quite all fit your space?” And you know what she said, in a voice filled with conviction and the pride of someone who got a great deal??? “It was way cheaper to get the whole set than to just buy the pieces I wanted!” Now, here’s the thing… Originally, all she wanted was a couch and chair. But, for just $300 more she got the couch, the chair, and a loveseat. A screaming deal on the loveseat to be sure. And when you divide out the cost, it absolutely made the couch and chair less expensive. The only problem was that she didn’t want or need that loveseat. So she actually paid $300 extra to get what she originally wanted—plus something she didn’t need. In reality, the only way this would actually have been a better deal, and saved her money, was if she sold the extra loveseat for more than $300. This would be a piece of cake for her to do on Craigslist…Especially since my sister runs an eBay business already. But I doubt she ever will. Because that loveseat is now a badge of pride that shows off her money-saving, deal-getting acumen to the world. The thing is…Most people would do the exact same thing. Because everyone likes to get more for less. We almost can’t resist the upsell. Of course, sometimes you’re getting something extra you really do want. In which case you should be thrilled and jump on the offer. I often take advantage of those upsell deals on Amazon. You know…The ones where they offer you a second book along with the one you’re looking at for a special price—if you buy both together now. Often, the second book is one I’d been thinking about buying anyway. So what the heck?!? It’s a good deal I’m happy to take. You can use this same marketing tactic in your own small business—even if you’re selling services instead of products. All you have to do is think about what else people often buy after they purchase one product or service from you. For example, a spa might add a brow wax on to a facial for a total discount in price. A chiropractor could add a discount massage onto a visit at 20% off, if the patient books it when they book their regular appointment. You could even offer multiples of the same service in a discount package (IE: Buy 3 and save!!). As long as you aren’t losing money on the deal it’s a win-win for everyone. And, especially in the case of the last example, can even keep people coming back for more. Do you often take advantage of the upsell when it’s offered, and if so do you feel like you’ve gotten a better deal? Have you ever suffered from “buyers remorse” after? Do you use this technique in your own business? If so, how has it worked out for you? Share your thoughts and experiences by posting a comment below. [tags] Why More for Less Makes People Buy, and How You Can Use it to Increase Sales in Your Small Business, more for less, more for less makes people buy, increase sales in your small business, small business, marketing [/tags]

This was the question asked by one of my Bright Ideas newsletter subscribers recently. He’s just gotten his first Website up, and took a class on using social networking sites like Facebook and LinkedIn to grow his small business. While on my blog he noticed the little icons below each post, and asked me about these two in particular. Now, I have to be honest, I didn’t really have an answer for him. I know what Digg and StumbleUpon do (Basically, they allow users to recommend and vote on articles or Websites, creating a database of user-approved interesting Web content others can access and view), and I understand how they work. But to be honest, I don’t think anyone has dugg or stumbled any of my blog posts yet. And I haven’t gotten active digging or stumbling other people’s articles or Websites yet myself—though I plan on it. So for me the jury is out. But maybe you’ve tried it and have some words of wisdom to share… If so, please post a comment below and let me how Digg and StumbleUpon work for you, and any tips on getting the most from them. [tags] Digg, StumbleUpon, market and grow your business, marketing, Do Digg and StumbleUpon Really Work to Market and Grow Your Business, Stacy Karacostas [/tags]

If you watch the tube at all, by now you’ve probably seen those commercials from Dodge, Chrysler and Jeep promoting their Let’s Refuel America deal. Basically, if you buy one of their new cars that’s eligible for the program (from the list, they are definitely pushing their somewhat less popular models and a bunch of gas guzzlers), you get to lock in your gas prices at $2.99 per gallon for the next 3 years. Interesting concept. And one that seems like a terrific deal up front for the consumer (if you’re at all thinking about buying a new car this is one hell of an incentive). It also could be a big risk to the car manufacturers (after all, what happens if gas hits $6 gallon or more in the next 3 years? They are going to have to eat the difference, right?). Needless to say my interest was piqued. So I spent some time doing online research to find out what the deal really is all about. You know what I discovered? This telltale sentence on the Print Rules page of their site: “This special Let’s Refuel America Program is an alternative to the traditional incentive offers of Consumer Cash/Lease Cash and/or APR.” So, although the auto makers are taking some risk, on their end it’s really no different from any of the other incentives they’ve offered over the years. It’s just that some very smart marketer found a way to tie the incentive into the one thing that’s on everybody’s minds right now—the rising cost of fuel. Because this is such a hot button at the moment, and in our minds gas has become really expensive (even though we’re now paying about what Europeans paid 10 years ago), the consumer’s perception is likely to be one of even greater savings vs. getting $2000 cash back or 0% APR. But is it? Consider this: If a car gets 20 mpg and they pay for fuel for up to 12,000 miles of driving per year for 3 years, here’s the cost to them at current fuel prices… 12,000 miles divided by 20mpg means you use 600 gallons per year. Let’s assume gas prices rise to $4.99 a gallon. The car manufacturer is paying the difference ($1.99/gal) so it costs them $1194/year for 3 years, or $3582 to offer you this deal. That’s really not much. And certainly no more than they usually offer in rebates and whatnot. Now, if fuel prices rise even more they could end up eating it a bit. But if prices stay the same or drop, they’re going to be sitting pretty. And you probably would’ve been better off with the cash in your pocket instead (because then you could decide where and when t to spend it). The lesson for you? As a consumer, it’s up to you to look deeper than face value when a deal like this comes your way and you find yourself drooling over it. As a business owner there’s an even bigger lesson, or 3, to be learned… 1) If you want people to take notice, find a way to fix their biggest pain or handle their biggest problem and promote that. These commercials don’t say a darn thing about how great the cars are, because right now who cares? People are worried about the cost of putting gas in their car regardless of what kind of they own. So the manufacturers focused on that. 2) You can often make a different, more appealing, offer without changing the impact on your end. Just look at how the numbers played out for the car companies in this deal. 3) It’s all about perception. Right now, locking in your gas prices at $2.99 gallon for 3 years sounds like a way better deal than getting $3500 cash back on your purchase. Even after doing the research and calculations, it still sounds better to me because emotionally I respond to having one of my biggest stressors taken away. I’d be willing to bet there are people out there who will even buy a new car with a higher monthly payment than their current vehicle just to get this deal. So they may actually end up paying more overall. Fascinating stuff, isn’t it? What do you think about this kind of marketing? And how could you apply this concept to your business? Post a comment and let me know…

This blog post goes out as a big Thank You to Erin Blaskie of Business Services Etc. and http://www.vamatchmaker.com for joining me at dinnertime, her time, for a terrific teleseminar! Although I’ve used Erin as a VA myself for about a year, I was able to pick a few powerful tidbits that are sure to give me even more bang for my buck during the interview. I know that a lot of the folks on my Bright Ideas subscriber list haven’t even begun to tap the power of hiring a Virtual Assistant, so hopefully this teleseminar got them going in the right direction. For those of you reading this post who haven’t ventured into the world of VA’s, Here are just a few of the reasons I believe every small business owner needs a Virtual Assistant: #1 – You don’t have to pay all the taxes and extra costs that go along with hiring a traditional employee #2 – They’re extremely flexible. You can have anywhere from a little to a lot of work to do any given week. Doesn’t matter to them. Bring it on as you need it. #3 – They come pre-trained. If you’re having trouble figuring how to blog, use your shopping cart, update your Website, start a Facebook page, use social networking, or anything else technical, they already know how to do it. Just tell them what you want done and you’re off and running. #4 – Because they work with lots of different business owners, a VA can be a terrific resource for solving problems or finding other service providers. This saves you time, money and frustration. #5 They don’t waste time. Most VA’s track their work time to the minute and only bill you for time spent on your project. So you won’t be paying them to surf the Web or answer personal emails. #6 – They keep you from having to do everything. You know that newsletter you’ve been planning on writing? Or the blog you want to start? Or the PR campaign you need to launch? Well, they can make all that happen for you and more. So you can get on with doing the things that grow your business and bring in revenues. If you’re looking for a VA of your own, I can’t recommend Erin enough. Check out her services here. Want to find out about other, info-packed teleseminars coming up in the near future? Become a Bright Ideas subscriber at http://www.success-stream.com for practical ideas and advice on growing your small business, plus notice of future events. If you’ve already got a VA, I’d love to hear how it’s gone for you…What do they do for you? How has it worked out? And any tips for hiring or working with a VA would be much appreciated. Just post a comment below…