How To Advertise For Maximum Profit

Be fair, attentive, and customers will
return.

A small business owner's objective is to reach as many
of his/her target market as possible.

"What is target market?" You tapped on your desk-top.

Target market is the group of people an organization,
business, directs its advertising at. This group wants
or needs the product/service your business offers.

"How do I find my target market?"

Small business owners are on a budget, but
research determines, finds, your target market.

The wrong way for a small business to advertise
is before the research is done, or not doing any
research. You're throwing away money, wasting
energy, without it.

Here are some options for researching.
Small business can use forums. Forums
are free. The act of talking about your product
or service is advertising. Explain your idea for
a product or service. See how well it's received.
Take notes on the feed-back.

If you don't want your plan known, stop short
of exposing it. Or, mention a version of it. Still,
you'll get an idea of what people want, age group,
gender, and what people can afford.

Give the target market incentives to buy. Pass
on discounts to them, introductory specials, and
coupons.

Your ads must grab the reader's eyes. The
first line's job is to hold the reader's focus, and
that's the head-line. It should be up to six words.
Make the point, be clear.

A benefit should be listed in the head-line. Most
people want to know what's in it for me.

The target market will ask, "Why should I
purchase that? How's it gonna help me?"

List the benefits, and then tap on the features,
if there's enough space.

The social networking web sites are other
ways to advertise your business. Let people
know about you, your business. Those sites
have a large amount of traffic.

There's another, must have, business tool.

I'm referring to Craigslist. Craig Newmark, in
1995, used a list server to post notices about
events. The snow-ball effect happened.

People placed personal ads, job openings, and
anything you can think of with him.

Today, the traffic ranks on the level with Google
and Yahoo.

It's free to advertise, except in a few states. Still,
the fee is nominal.

"How do I access Craigslist?" Someone wanted
to know.

Type Craigslist in a search engine.

It's a good idea to browse, get comfortable with
the site.

Advertise for maximum profit using the resources
available, wisely. Type your web site address,
URL, on each e-mail sent. Or, some other information
explaining, advertising, your business.

Your nick-name, identification, should describe
your service or product. M. Glenn's Writing
Services@yahoo.com, for example.

Every letter, e-mail, group gathering, or chance
encounter mention, show-case, your product or
service.

Target your market for maximum profit by
researching. Provide incentives for your
target market. Use forums and social
networking web sites as a way to get helpful
feed-back, and free advertising.

Craigslist is a business tool for advertising.
The web site gets billions of hits. Explore
this means of getting your message out to
the target market., and it's free in most states.

How To Keep Employees

Be fair, attentive, and customers
will return.

One objective of an organization, business, is to
keep employees happy.

"That's tough to do." You explained. "Some
employees prefer money, but not others."

Rarely, an individual will find a job that's perfect.
Everything, everyone, at the work-place will not
be a fit. As with life, mishaps, misunderstandings,
happen at the work-place. It is a matter of
putting it in perspective.

The goal of an organization is to find the right
people for the job.

A way to keep employees happy is to ask
their opinion, consult them for job related
activities. Let them know when they've done
a good job.

Major changes in the work-place are hard.
Still, enlighten employees before they are
faced with the interruption. Plan a meeting
to discuss it. Meetings should be scheduled
regularly.

It's not unusual to have a brief meeting
everyday. It serves as a motivational tool.
Work related problems are flushed out,
too.

Remember, any change takes time to
get use to. Prepare your employees. They
will appreciate it, and stick-it-out with you.

We, all, know to smile at customers.
However, it's a good practice to smile
at employees.

Take a moment out of your day
to ask, "How are things going?"

I'm sure you can't sit around chatting
for hours, but there's no harm in
giving an employee some time.

From time to time, discuss organizational
plans with employees. Suggest a position,
move, where John can make money. Ask
him his goals. Would he like to work in that
department. Explain ways, for him, to get
the promotion.

Or, he may not like working in the
proposed department. The two of you
will find a work area where he's more
productive, happier. Let John express
his wishes, and then add your input.

Always be available to talk to employees.
If you go the, extra, step to show them
appreciation, concern, they'll give the
organization, you, loyalty, and be
productive.

On day one, establish a communication
link, open door policy. A place where
employees feel free to walk in with a
problem.

An employee could be having
problems at home. He/she carries the
negativity around. Naturally, confusion,
a short temper, low productivity follows.

"Why?" You tapped an ink pen on the
desk.

The employee has no outlet, no one
to discuss the problem with.

An open door policy allows you to
help employees with work related
problems, and personal issues.
Explore options. Recommend,
possible, solutions.

The fact that you took time to discuss
it with him/her stirs in happy feelings.
Why? The exchange of words with
someone, for the employee, relieves
the tension. It inspires the employee
to be productive. If, by chance, the
problem was solved, he/she becomes
happier, and gains a new respect for
you.

It encourages the idea of you and your
employee(s) handling future issues,
organizational ones as well.

When one employee has a new out-look,
energy, others will follow. Good energy,
positive energy, fills the air. Employees
are happy.

Also, if employees see how you dealt,
with, helped, someone, they view you
differently. Now, you're a real person,
not just their boss. You care, you
extended yourself to one of them. You're
more than the boss. You're someone who
went the distance with one of them. They,
in turn, will be productive, and try
to meet, surpass, organizational goals.

Keep employees by showing them
respect, treating them like human
beings. They will appreciate it, be
happier, and productive.

How To Put Recession Concerns In Perspective

Be fair, attentive, and customers
will return.

The, word, recession, has been thrown at you
from the President, news media, friends, and/or
associates. Rising costs, no investments by
corporations, and less money to spend signals
a recession.

Have you felt the pinch of a recession?

If you have, don't panic. Instead, plan, write
down your concerns.

"What do you mean?" You pushed your
chair back.

Take a moment to write down your options.
If you, your business, lack money, cut-back.
Find areas where you can spend less, or,
even, get rid of.

In other words, close out an area costing more
than it's producing . Work done
by that department can be shifted elsewhere.

You planned to update your equipment, for
example, but the recession happened.
Squeeze more productivity out of it until
circumstances improve. Or, purchase
almost new, replacements.

Run a business during the recession by
eliminating unnecessary expenses. It
was your practice to bring fresh bagels
to the office, every morning.

During the recession, the practice has
to be stopped. The expense adds up.
Allow what was spent on bagels to
buy supplies. Or, place the funds in
the emergency fund.

Leave stress out of the equation. Put
concerns about the economy in
perspective using common sense. This
method helps any situation.

Supplies are needed, but the bagel
funds wouldn't cover the cost. Determine
what to do.

Get a note-pad out. Answer the question
in it. Is there something the business, you,
can do without. What can you do to make-
up the difference. A, low interest, loan from
a friend, trusted family member could help
you. A sale of unneeded items would fill
the void. An auction of your old gold?
Furniture, office equipment not usable by
you, and/or any other ideas on helping your
business should be explored.

Sometimes, employees have to be
terminated for business survival. Perhaps,
when times are better, they can be re-hired.

Move out the least productive people, first.
The idea is to manufacture as much as
possible. The workers that, actually, do their
jobs should keep them. Shift, rotate, people
to where they produce more out-put.

Mack, in customer service, has poor
people skills, move him. Put him where
he does better, more efficient.

Discuss it with him. Give Mack the option
of choosing his work station, in the
organization. There's a possibility his
choice would be to leave, resign.

The organization's, your, advertising
budget requires conformity. A
recession demands less spending on it,
too.

Sit down. Decide on what area of the
advertising budget to cut. Is it your
decision to leave it alone, and find
other areas to shift funds from?

Take the resources you have, and
get more out of them. You manage a
business through a recession by being
thrifty, wise, working more hours than
usual. Focus on what you can control.
It's a waste of time, energy, to stress
about factors you have no control over.
Besides, stress will make you sick.

Use the note-pad to plan out your
day. Stick to it. It helps your
productivity, pushes distractions of
the recession away.

Put concerns about the economy in
perspective by writing down a plan
of action, cut back on spending, sell
equipment/items you'll never use,
and/or encourage employees to be
more productive. Also, make your plan
of action work for you.

How To Get Customers To Return

Be fair, attentive, and customers will
return.

People, in general, are short on time and
money. They are concerned about how their
money is spent, and on what.

There are numerous ads on posters, television,
at the market, store fronts, library, cars are
sporting messages to buy, and anywhere else
you look.

Customers have access to information via
the Internet. They are informed.

They will buy your product or service if
you've answered the following.

Will your product or service save me money?
Why should I buy your product or service?
How can your product or service help me?
Will it make me money? Will my life be
improved?

Answer one or more of those questions before
presenting the sales campaign. The answer(s)
must be stirred in the advertisement.

"There isn't, just, one thing." You stabbed
your eyes at the title.

You're right. There are other means to get
customers to return, but one action on your
part is essential.

Yes, new ideas, cutting-edge products or
services, faster, better technology, and
easy payment plans help repeat business.
Also, fairness, answering questions when
it's not a good time, and resolving issues
that arise with customer purchases bring
customers back.

"What brings 'em back?" You tapped three
fingers on your desk.

The secret, to keeping customers, is
consistent behavior. It pulls customers
back faster than anything else. The
principles that landed you their trust,
initially, is the glue securing,
additional, business from them.

Consistency, no matter where, is relaxing.
It's easier, better, to deal with.

Happy customers advertise for you. They
tell friends, associates, which means new
customers.

Clients, customers, mouth-to-mouth
advertising is more productive than an ad
placed by you. Mouth-to-mouth ads spread
faster. You're likely to see results with
it, first. A big advantage to you is that
it's free.

Let's look at an example.

A customer buys fresh fruits and vegetables
from your place of business. A play-area
sits in front of the store. The customer
leaves her baby there while shopping. Of
course, there's an attendant, maybe three.

The lady, when finished shopping, takes her
baby home.

The baby is tired from the trip, playing,
and takes a nap.

The mother unpacks groceries, undisturbed.
She does other duties around the house
before the baby wakes up. Perhaps, she
naps too.

The customer is happy with the consistency,
order, and flow of her day.

What would happen if the play-area was
removed?

It forces the lady to get-up earlier, or
run late for the day.

"Why?"

She'll need time to adjust her plans,
routine, before shopping.

She dislikes the time spent to find a
sitter. A sitter for her child is
expensive. Maybe, she can find a
relative to take care of the child.

She, still, has to slice time away to
arrive at the relative's house. Allow
the child to get comfortable.

By the time the customer gets to your
store, she's rushing. The customer is
cranky. Consistency is removed.

The baby cried on the way to the
relative's house. The baby felt the
mother's frustration.

The customer will look for a store
closer to where the baby-sitter lives.

At your store, she's stressed.

The ripple effect happened because
one factor was removed, and that was
consistency.

Customers will return to consistent
behavior from you, your product, or
service. The secret is using the same
principles that closed the deal on day
one. Customers will word-of-mouth
advertise for you, which brings new
customers. Customers purchase products
or services if they see benefits in
doing so.

Buy A Business, Or Not?

Be fair, attentive, and customers
will return.

There is risk in purchasing any
business. It requires large amounts
of capital, up-front. A failed business,
that you feel would be profitable under
your management, entails many resources.

"Expect to call and investigate plenty
of businesses to find one that makes
sense for you," Gregory Caruso said.

Karen L. Klein, Los Angeles times,
reports, Caruso is a principal at mergers
and acquisitions, Harvest Associates.

When you have decided on the kind of
business, or the area you want to concentrate
on, call local businesses. The process takes
from nine months to two years.

Personally, I feel a, life changing, decision
should take time from start to completion.
Always double-check references. It's best to
make sure, parties, people, unknown to you have
the good intentions expected.

Doubt can't be, a shadow, in the back of your
mind when in the last stage of closing the deal.

If there is any hint of apprehension, stop, and
re-think. Look in the classifieds of major newspapers
for legitimate business listings.

The web sites to browse through are: www.bizbuysell.
com, and www.mergernetwork.com.

The purchase of any business is a major undertaking.
Make sure you are emotionally, financially, ready, and
have the resources to proceed.

How To Rise Above The Competition

Be fair, attentive, and customers
will return.

The objective of a business is to
rise above the competition, gain
new customers, and keep old
customers coming back.

"That's hard." You and a friend
talked about the topic.

The first impression is very
important. You'll never get a
second opportunity to give that,
all important, unique, insight
about you, your business.

You win at business by communicating,
stating, how better, different, cost
effective, your product or service
is. This happens at the first
contact with potential customers.

In person, use short and long sentences.
Stay relaxed. Take a deep breath
before starting, three if needed. Speak
like you're talking to a friend,
associate. Pause every three to four
sentences. Allow time for questions.
Make it clear that you're available for
questions, concerns. Point out that no
question is too small, or not worth
bringing to your attention.

In an ad, the benefits of your product or
service is emphasized. Project how your
product or service is best for him/her.
Provide an easy payment plan, for example.
The easy payment plan can be installments.

The customer receives the product, uses it,
enjoys the results, and pays for it in
three months. He/she tells others about it.

The word-of-mouth advertising brings in
more customers. More customers equals
profits.

You give customers contact information.
Make sure you get his/her contact
information, also. You send customers
trial offers, samples, and other helpful
information using his/her contact
information.

"Tell me more about contact information."
You sipped on coffee.

Contact information is your mailing
address, office telephone numbers,
cellular numbers, web site link(s), e-mail
addresses, and home telephone number(s) if
your business works that way.

Stay in touch with customers through
contact information. Send follow-up
telephone calls, letters, and e-mails.

Telephone conversations are kept
professional, to the point, but friendly.
There is nothing wrong with asking how
the client is. Don't spend ten minutes
chatting about the weather, but a cordial
tone is best.

You want the customer to feel cared
about, and not that you're there just to
make a sale.

Some people prefer to be e-mailed over
telephone calls. You'll know which form
of communication a client wants after
speaking with him/her a few times.

You engaged a client in conversation.
Ask how he/she liked the product or
service. Could the product be improved?
What suggestions do he/she have? What
aspect of the product or service he/she
liked best? Would he/she like to see
similar products in the line? Do he/
she have a suggestion for improvement?

It gains loyalty from the client when
his/her input is taken seriously. They
feel apart of the organization, respected.

Rise above the competition by going the
extra step. You win at business being
better at providing friendly service,
quality, and a fair price. Be sure clients
have your contact information, and you
theirs. Use a customer's contact
information to send them samples, discounts,
updates on products/services, and general
information to help them. Customers will
be loyal, and encourage others to buy your
products and services when they feel you
care.

What Profitable Businesses Must Have

Be fair, attentive, and customers
will return.

"There are too many things to mention."
You complained to your bird.

Yes, profitable businesses involve many
factors. It can't be denied. Success follows
the inventive person, that means investing in
new product(s) and/or service(s).

You must find ways to keep your target
market coming back. Yet, a business
must attract new customers.

"How do I manage that?" You blurted.

Provide discounts to customers, send
loyal customers, free, samples, inform
them of new products that can be
purchased below cost, and fill them in
on information they can use in their
businesses. Make it clear that the below
cost on new products or services lasts
for a short time. Buy now at the introductory
price, because it'll go away in two weeks,
for example.

Pitch the idea of he/she referring others
for a rebate, or price cut on future purchases.

Happy customers tell others. The word-of-
mouth advertising spreads like a wild fire.
It's priceless, and an effective, business, tool.

Be fair and attentive to your customers.
They will be loyal, and bring you new
customers. Of course, the new customers
will tell others.

"What is the profitable business must
have?" You rolled your eyes upward.

Customers, potential customers, should
be treated with care. Your business
establishment is to deal with them
professionally, fairly.

If a product or service costs less than
what a customer paid, what should you
do?

Immediately, refund the difference, or
give him/her a credit. Certainly, bring
it to the customer's attention.

"But, if a customer gets irate, I can't
stay calm." You rolled your eyes.

Take a deep breath, two if needed.
Focus on the problem, issue, and not
the stressed customer.

Let customers know you understand,
and are willing to resolve the issue.
Assure them that the issue, problem,
will be handled. As a matter of fact, tell
them you're on it, now. Ask for time to
address it. Move away from the client,
or put him/her on hold.

It gives you time to collect your thoughts.
Still, get to the, root, cause of the customer's
problem. Enlist the help of someone
else if needed. Perhaps, you over-looked
something. Stressful moments does that.

An effective staff, employee, will tackle
a customer's problem, and solve it. Some
businesses have a person, department, to
handle issues, concerns.

Every employee must understand the
organization's goal(s), code on handling
disputes in regard to customers.

When an employee is hired, explain
what is expected, and how it is achieved.
Yes, it is a strict routine.

However, when you communicate it to
employees, allow it to come across in a
friendly tone. Employees will strive to meet
the objective(s).

Remember, pause for questions or
comments. Leave an opportunity for those
who want to exchange thoughts. Encourage
input from employees, at anytime.

All profitable businesses hold onto
patience, attentiveness, not only when
customers are smiling, but, also, as
stress grabs them by the throat. The
way you, your employees, resolve the
situation determines whether or not he/
she returns as a customer. One of the
goals is to keep, existing, customers.

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