Holiday Slowdown Business Marketing Strategies

As the year enters the final few months, those of us in small business experience the Holiday Slow-Down. This doesn't mean you should just sit back and watch your bottom line shrink. It's time to actively blend your marketing strategy to this "Most Wonderful Time of the Year."

Strategy #1: Target your sales copy to what's on people's minds

Most people are thinking about giving and wondering...

• What would make a great gift for my some or daughter?



• What would make a great gift for my spouse?



• What would make a great gift for my father or mother in-law?



• What should I put on my own holiday wish list?



• What gift should I give myself this year? (Yes a lot of people while out buying gifts for others, buy gifts from themselves too.)



• What can I afford to spend?

You get the idea. Don't assume people know what they want to buy. So whether you sell to businesses or directly to consumers, help them out with your sales copy by targeting the questions that are on their minds this time of year. Give them the answer - your product, your service!


Strategy #2: Use the end of the year to up-sell & cross sell clients.


December 31st marks the end of 2010 and while it's just a day on the calendar, it has a strong emotional effect on your clients and customers. People see it as a clear ending and January 1st as a new beginning.


At the end of December people tent to reflect on their past performance and aspirations of the coming year. This is the perfect time to tap into their psyche and get clients to review their needs, what worked and what didn't and offer them a chance to sneak in a last deal before 2011 arrives.


Strategy #3: Strengthen your relationships with prospects & clients


Your primary small business competitive advantage is the number and strength of your relationships with your customer base. Use this time to show your appreciation to them. How?

• Tell them. Thank them for their business and loyalty. Cards are simple and can go a long way with reminding customers you appreciate them.



• Send your most valued vendors or clients a gift. The key is to give something your client would appreciate. It's hard to lose with food or unique items. Surveys show that people are happier with less expensive gifts that were specific to them.

Strategy #4: Offer special deals for a limited time only


The end of the year is fast approaching and everyone likes a deal. The problem is we all tend to procrastinate. What's the solution?


You have the products and services people want. Now all you need to do is motivate them to buy. Combine special offers with a limited time availability. If you have a website you can put a countdown timer on your offer to increase the sense of urgency.


Yes things tend to slow down during the end of the year and holidays but that only offers you an opportunity to work ON your business rather than only IN your business. There's still time - go for it!

Don't make Assumptions about Your Customer

Never Assume Any of the Following...

1. That the customer can't afford it.
2. That the customer won't buy it.
3. That the customer doesn't understand your product.
4. That the customer won't buy more than one.
5. That the customer won't price your competitors
6. That the customer won't like you.

On the other hand, don't assume that the opposite of these is true either.
Have confidence in your product or service and believe in the need it fills. Always ask questions and LISTEN to the customer's answers. Sell to what they need, not your own expectations of what they need.

How to Make Friends and Turn Them Into Customers

Remember when you were five years old and your mother told you, "Don't talk to strangers?" Well Momma didn't know you were going to grow up to be a business owner and would need to master the art of talking to strangers to grow your business! People love their comfort zone. And in fact we will go a long way to avoid discomfort. The idea of making a presentation in public is the number one fear in the U.S. And it's not just making a speech that is causing panic. For many people, anxiety strikes when we present our ideas in front of other people. "Anytime people make verbal remarks that need to be clear and persuasive, we find widespread reports of stage fright and nervousness," says Paul Witt, PhD, professor of communication studies at a Texas University. But you're a business owner and you need to meet new people to make new customers. How do you do it?

Group Training-Wheels
Whether in a movie or real life we've all seen the stereotypical scene of a bunch of construction workers whistling at female passersby. Do you think if there was only one guy, he would behave the same way? Maybe, but most men would not. Why? They don't have the protection of the group. People can "hide in plain sight" in a group. Mobs collectively do things individuals would never think of doing alone.

The Dale Carnegie Public Speaking Course has an interesting exercise that plays on this natural reality. They don't force you to stand up in front of everyone and speak on the first day. Instead they make half the class get up to the front and just recite their names. After everyone is done, the entire group sits down. This is easier for people at the beginning because they are sharing the scary experience with others. Each week as the class goes on, your group gets smaller and smaller until eventually you have developed the confidence to speak in front of the group by yourself. Then the class is asked to list all of the things you did RIGHT - not what you did wrong. The more you speak, coupled with positive reinforcement, the more confident you become and the easier it gets.

Find Your Group
You can adapt the same teaching technique to your small business. The first step is picking a support group to help you over the rough spots. Let's say you are new in town - how do you meet people? Well most likely you met a realtor when you moved. Maybe you will be attending a church locally. When it comes to business, start by thinking community or hobbies. Follow the "50 butt" rule. If there are more than 50 butts in the room - yours should be in there with them! Even if you just sit, you will eventually be noticed and approached by someone who is interested in you're views on things. Good groups to check out...Kiwanis, United Way, Salvation Army, Municipal Advisory Councils, Town Meetings, Lions Club, Local Chamber of Comerce, School Board, School Booster Clubs, Garden Clubs, Dog Clubs, Cooking Groups, etc. Wherever you go, people will eventually want to get to know you...let them!

Relationship Building
Build on these relationships. Build on the strength of the group. What do they do in their spare time? What groups do they belong to? Find the friendliest person in the room and build on them. Drop hints that you would like to get involved in the community or the church but aren't sure how to do it. A friend of mine moved to a small town in Idaho. He didn't know anyone so he joined the local Chamber of Commerce and the Kiwanis club. Right away he volunteered to help with Business Support Committee for the chamber. Between these two groups he began to build his business. Withing three years he was serving on the Board of Directors for both the Chamber and the United way and is currently a past president of the Kiwanis. He also teaches adult education classes and writes business articles for the local newspaper. He attributes most of his business and current customers to connections he made helping out with these groups.

How to Turn Friends Into Customers
The great thing - or maybe the worst thing - about small towns is you can become well known very quickly. It's very important that your first impression be a positive one. Become an asset to any group you become affiliated with. Don't take over, but take on responsibility and make sure you follow up on everything asked of you.

We all want to support our friends. As people become more comfortable with you, you can begin to develop a business relationship with them. One place to start - Everyone within walking distance of your home or apartment should have your business card. In fact, give them two cards - one to keep and the other to pass along to a friend. These people are you neighbors. We want to support our neighbors. We have a common existance with them. Similar challenges and successes. Job, mortgage, kids, bills etc. Let them know what you're doing and even more importantly, ask what they do and become a customer of theirs.

Don't erase all of your hard work by selling a bogus product or service. Your friends, more than anyone, expect and deserve honesty and quality for their hard earned money. Your product and service quality should reinforce the relationship. If something is not right, make it right...immediately! Your friends are going to know people you don't know. I certainly make an effort to recommend my friends and I hope they will do the same.

Practice...Say Goodbye to Your Comfort Zone
The major challenge to making new friends is fear so you have to leave that comfort zone. Meet people halfway with a smile and a hello to get the ball rolling. I was in a discount store a short time ago and there was a couple behind me with two shopping carts full of towels. I made the comment, "You must be really clean people." They and several other people in line laughed. The ice was broken. We started a conversation and I discovered that they were opening a chiropractic clinic nearby. We exchanged business cards. I met two new people...potential customers.

Notice that the title of this blog was not "How to turn your customers into friends." The "friend" part should be your first objective. This keeps conversation and interest genuine rather than every conversation becoming a sales pitch for yourself. Show interest in others and they'll ask the questions in return. No matter how electronic our society gets, the skills of communication are priceless to a business owner.

Get a Higher Rank in Search Engines with Your Website

This seems like every website owners nemesis. If you have your own website, you want visitors to come an visit. However if you want to drive more traffic or more visitors to your site then search engine optimization is what you'll want to focus on. Search engine optimization draws natural traffic to any web-blog or internet site. There are many ways to help make your site SEO friendly but here are four starters.

1. Time: You should always keep in mind that it will take time and energy to achieve good results. No one can achieve higher ranking in search engines in a few minutes or few hours. Some people do this full time. If you think that spending 10 minutes a week on your website will get you the response you want, you will most likely be disappointed. If you can, set aside an hour a day to optimize your site. Can't spend an hour? Do what you can or consider hiring a website manager or media manager.

2. Keep the Content Fresh: If you design your website and then never update it, search engines will classify the content as "old." So what? Well, the people who program the search engines believe that searchers want content that is current and up to date. Older content will rank lower than content that is updated monthly, weekly or daily. Adding articles, blogs, specials etc will keep your website changing and current. Ideally, you want people to visit your site every day, right? So give them (and the search engines) something new to look at.

3. All Roads Should Lead to You: If you had a storefront on a one way street, your traffic would be limited by the people driving by going that one direction right? If you want more people walking or driving by, (ie: more exposure), you will need more roads leading to you. The same goes with your website. Yes, you have a domain name that leads to you but that's only as good as that one-way road. You need to get your business and domain out in other places that lead to you as well. Do you have affiliated businesses that would put a link to youron their site if you put a link to them on yours? Do it! Put your business on free social sites as well. Getting your business in multiple locations will create more exposure and links (roads) to your site which will help validate you for search engines and get you found.

4. Watch your Words: When people type a phrase in a search engine like "affordable website design" the search engine will look for websites and webpages that have those specific words in their content. Search engines are not free-thinking people, they're robots that index your site for words. A search engine will not recognize that "affordable website design" is the same as "cheap web developement." You have to pay attention to the words you use and put yourself in your "visitor's" shoes. You also can't expect to come up in high ranks just because you used some keywords once or twice, they need to appear frequently and appropriately. If I say a page is about "web design," words and phrases on that page should apply to that topic rather than phrases like "cheap cell phone service." Yes people might search for cheap cell phones but they aren't looking for your page on website design. If a search engine thinks you're being misleading or keyword stuffing then they could block your site altogether.

There is no easy perfect solution to search engine optimization for your website. These four tips can get you started. If you need help with optimizing your website there are website managers and social media managers who can help allieviate the burden.

Good Luck and let us know if you have questions/need help!

Be Thankful for Your Problems

You might have one of those wrinkles between your eyebrows at the moment contemplating the prospect of why anyone should be thankful for their problems or struggles but rest assured it's not a typo and I'm not losing my mind.

I have noticed over the past year that when the news starts spouting the doomsday regarding the state of the housing market, the economy, killer viruses and other fear driven news segments, I tune out. I change the channel or walk out of the room. Yes I could sit and think about how the world seems to be falling down around my ears... I don't have as much money in the bank as I'd like (or as much as I need some months), I have credit debt, health insurance that keeps going up even though I don't remember the last time I actually used it, increasing gas bills and lets not even think about how I won't be able to buy a house in the next decade (I'm self employed).

So it's a wonder that I can even get out of bed in the morning with all of these problems and struggles just waiting for me outside my door. How do I do it? I'm thankful for my problems!

There is a wonderful quote by the Greek author and philosopher, Plato.

"Be kind, for everyone you meet is fighting a harder battle."

It's true you should be kind to others but read between the lines. All it takes to put my own problems and woes in perspective is to take a look at someone else's struggle. Or just think about how much worse it could be. Let me give you some examples of what I am thankful for.

My health insurance keeps going up BUT I am thankful I don't actually need it. I am healthy. I have use of all of my faculties and I don't take medication on a daily basis. Yes the deeper gouge in my wallet seems like robbery but then I remember that there are people who cannot get insurance at all. I have it if I need it but right now, I'm thankful that I don't.

I moved in with my parents. I'm 28, married and living at home. (Don't pity my husband too much - he thinks my folks are pretty cool) It's not exactly what I had planned but I am thankful that I have people who love me enough to have this option. Some people don't have loved ones who they can count on when things get rough. I have a husband and family who wouldn't blink an eye to offer me a kidney if I needed one. Thankfully I usually only need a hug.

Here's the point. I'm thankful that I only have to worry about making the bills. I could be one of those fighting the harder battle.If you spend your time wallowing in the sorrows of today, you close your eyes to the things that mean the most over a lifetime. My most precious possessions have not been affected by the economic slump in the slightest.

Try not to get caught up in the negativity. See the bright side, be optimistic and keep moving forward. That's life. That's the point. At the end of the day when you're looking back - will you notice 2010 for what it really is - a reality check.

Small Business Marketing - Magic Business Words - "Thank You"

We may be connected to everyone via the Internet, blackberries, smart phones, bluetooths, Facebook, Twitter and yes....Blogging! But there are basic proprieties that will get you far and move mountains in the small business world.

You need to master the Magic Business Words....Thank You!
Simple. To the Point. And yet they can make miracles happen. Most people remember what's most recent so if the last interaction you have with a customer or supplier is offering sincere gratitude - they will most likely remember "she was friendly" or "he appreciates my work."

So how do you apply it?

1. Send a thank you card to your customer after they've bought or used your services. It's all about that lasting impression. This is a cheap way to put yourself in front of someone again (Remember, everything you do is marketing when you're a small business owner) plus throw in a couple of business cards - you never know when they might make a referral.

2. Send thank you cards to people who refer you. They just did the leg work for you and brought in business, you need to acknowledge and thank them for it. It might be a good idea to throw in a gift card (and more business cards!) to show your appreciation. People who refer are gold mines. Don't neglect them.

3. Don't forget your suppliers or vendors. These are the behind-the-scenes crew that help make your business work. I have a printer I use who gives me rush turnaround for free whenever I need it all because I went above and beyond to be nice in the beginning. It's important to acknowledge quality service when you're a small business. Send a thank you or letter of recommendation to the big wigs of the company you buy from. Think of how much your account rep will love you if their boss gives them a raise for the review you wrote. It's all about karma here folks. Good begets good.

4. Send a thank you for no reason. Yes I just said it. What about a customer who hasn't been by in awhile or a portion of your database that you've been out of touch with? Send them one of those "Thanks for being you!" kind of cards and then tell them that you appreciate their business. It might be the reminder or push that sets you apart from your competitors and brings them back. No one can criticize sincerity. Can you imagine..."Yes that John Smith at ABC Widgets has such nerve, sending me a thank you card for no reason." It's will always be in your favor.

Something you should avoid if possible:
Bulk mailing. I actually dislike those letters that look like someone wrote the address and then realize it's bulk mail. If you can, hand-write all thank yous. The more personable the thank you, the more lasting is someones memory and the more sincere it makes you. Remember, this is a cheap way of marketing so put in a little elbow grease and work the writing fingers.

The payoff can be BIG!

Tips for Creating Professional and Memorable Business Cards

A bit of history...

Business Cards began back in the early 17th century. In the days of Louis XIV,"Visiting cards" were used to introduce the social elite in "all of their solemn glory" in France. "Tradecards" were used by the London shop owners to advertise and act as maps to their location since there was no formal street numbering system at the time. In the 19th century, newspapers took off and tradecards effective advertising dwindled. The French tradition of visiting cards then came to the rest of Europe and America. There was a distinct difference in America between calling cards (social distinction) and business cards.

Have a business? Need a card!

Sounds like a no brainer but business cards are a must for a business. In the least, not having them could be disastrous for a small business. Imagine chatting up your new business with your awesome products and services to someone you just met and then just walking away... expecting that he or she will remember your name tomorrow to look you up. It's not feasible or efficient. Business cards are pocket-sized which means they're easy to have on your person at all times and when you give them away, it's easy for them to put in their own pocket, wallet or purse. It's not convenient to pull out a brochure or sales binder.

Professional versus "just printed"

You just spent 30 seconds reading about how business cards came from the French social elite and were used to announce someones visit to a household in "all of their solemn glory." Think they spent some time to make sure the cards reflected their "glory?" You bet! Your business cards reflect you, your professionalism, the quality of your business...everything in that little card! So when you go to the office supply - pick out the cheapest paper, design your cards in 5 mins and print them out on your printer which is running low on ink - what does that card say to the potential customer? "I'm cheap, rush through jobs and don't care about a quality product." It doesn't mean you have to go spend hundreds on business cards. It does mean you need to take some time to decide exactly what you want your cards to say. Above all else your business cards should say you are a professional.

Memorable and Unique

While you're developing your cards, try thinking outside the box a little.

Try a different shape: Long and skinny, rounded corners, leaf style, circle, half-round...there are lots of choices that could fit your business style.

Colors & Pictures: Try spicing up thinks with a cool background that fades in one corner or use your signature colors. People respond well to colors and textures but remember to still keep it professional.

More than just contact info: Print a map on the back, add a spot to write a next appointment time, get folded cards which can have a list of products or services. This is another way to stand out.

Get sticky: Printers can make your business cards into magnets or stickers which is another way to make it easy for people to keep them around.

Plastic, Linen, Metal & More: This can be more costly but changing the material might be what you're looking for.

There are printers out there with a variety of variations on business cards that are well priced and affordable.

Whatever you do, make it count! Once you design your business cards, the work is done, and you only have to worry about re-orders. Spend the time in the beginning and you'll have your business headed in a great direction with professional and memorable business cards.