So you’re starting a small business. You figured out what you wanted to sell or do and went out and got it all set up, had your DBA framed and on the wall and now all you need is for someone to buy your product or use your service. Right?

How are you going to go about getting your public to know you even exist?

Promote! Promote! Promote!

Well that all sounds simple, but say you’re a financial specialist, a boat builder or llama farmer. They probably didn’t teach the basic principles of starting small business promotional campaigns in boat-builders’ school. So what do you need to know, and how do you go about it?

Let’s start with the “Basic Principles” of promotion:

What is Promotion? Promotion is making something known and well thought of.

Why do you promote? The purpose of promotion is to bring in more business than the worst of your mistakes and the weakest points of your organization can drive away. Always try to bring in as much business as you can, and you will always win. Never allow yours or other people’s objections like “our shipping department just isn’t fast enough” or “the box supplies are getting low”, to slow you down. Just keep everyone so busy that they won’t even have time to worry about it.

How do you promote? There are more ways than you would ever think. Have you ever heard someone say, “I never promote and I am always busy” OR “I don’t have to promote, all my business comes from word-of-mouth”? They may not be aware of how they’re doing it, but I promise you they are promoting somewhere. Maybe they just go around telling everyone they talk to, that they don’t promote. (Sound funny? It’s still promoting.) Maybe their larger-than-life running water faucet in front of their store attracts so much attention that they don’t need to do anything else. Well here are some ideas you can do “knowingly” to drive in the business.

o Greeting your customers with a smile is a great place to start.

o Calling your customers after they have had a chance to use your product is a good way to promote that you care about their experience with your organization. It can also create an opportunity to make more sales.

o A neatly packaged product, the shipping label on straight, promotes that you take pride in what you do.

o Always keep up-to-date brochures or catalogs about your business in your reception area for people to see and take with them.

o If you have customers coming into your business, make sure they are greeted pleasantly, professionally, and immediately.

Anything that makes the company or its employees better thought of or more well known is promotion.

But how do you go about promoting to the masses?

Here is a story that could save you thousands of marketing and promotional dollars, as well as months or years of experience.

“I was working as the Communications & Promotional Director in a medium size business. We were fortunate enough to have our own commercial printing press, that put out lots of very fancy letters, catalogs, brochures and other promotional items, and oh yes, envelopes to put them in. My full time pressman and his helpers, spent several days each week getting everything printed, cut, folded and sent over to the mailing house.

There, they had machines that automated all the stuffing, sorting, addressing and stamping. All in all everything was going very well. We were sending out about 40,000 pieces per week at a cost of about $10,800.00, and getting around 120 to 140 good leads per week. This generated an average of 2 new sales per week for a product that cost around $12,000, and re-sign income of around $45,000 more. We weren’t growing very fast, but we were making money.

THEN…911 hit.

Suddenly, nobody wanted to open envelopes. Our leads were dropping to nothing. We were heading toward our own disaster like so many other companies did. I knew I needed to promote, but what good did it do if nobody read it!

I was talking to the owner of the mailing house and he suggested the use of POSTCARDS instead of letters. So we decided to give it a try. Unfortunately, I had much less money to allocate towards promotion, so I started by sending about 20,000 postcards weekly. The total cost-per-piece, needing only one day on the presses, half the labor at the mail house and a substantial decrease in postage, was reduced by about 60%.”

What was the result? Try 120 to 140 leads per week!

Why?

o You don’t have to open a post card!

o You see it right away, the bright picture is not hidden from view by an envelope.

o The message leaps right out and you can’t ignore it or throw it in the trash unopened (the fate of many bulk mail pieces).

Postcards are the best medium to reach new customers when starting a small business promotional campaign.

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Financial freedom – a mere and simple 2 words and yet a complete statement in itself. A vision dreamt by most yet achieved by few. Many people believe that there is a secret mantra or that you need to possess something godly and unique to achieve the same. The question is, “Is there any level of truth to that statement”. Answer – a single syllable word NO. Like all other instances involving success, it just requires an out of the box thinking, commitment to it and hard work that shows itself.

What exactly is Financial Freedom?

In layman’s language, financial freedom is the ability of someone to work or not depending on his/her wish and still be able to provide more than enough for their family. Going a little technical, it means the state wherein a person does not have to depend on an external source of income or employment and still be able to provide sufficient wealth for a smooth functioning of both themselves and their families.

How to attain that freedom

The term “job satisfaction” is most certainly a good way to avoid the question of “Why you are at your current job”, but the reality is as small as 10% of people would prefer to choose job satisfaction over sitting in the comfort of your house and yourself being the one to decide if he wishes to work today or not. Also, there a handful of people who even like working let alone enjoy what they do. The question is how do you achieve the latter if you choose it?

Well, there are a lot of ways you can think of but all of them will take some time (provided you choose the right and ethical path to do so). All ideas are good enough to take you closer to your dreams, but they require perseverance, hard work and most of all the belief that if others can do it, so can you.

What to keep in mind

Before you go off gallivanting to chase your dreams, there are some things which need to be straightened out and sorted first. First of all, you need a foolproof plan and layout of what and most importantly HOW are you going to execute your plan. Secondly, do whatever you have thought of on the side. Don’t just quit your current job to tend to your dreams without thinking of future repercussions, because god forbid if your plan doesn’t work, all of your time and most importantly, money will be wasted – commodities that cannot be replaced at the pace at which they are lost.

Also, make sure that whatever you do, once it becomes a success, it should be the source of your happiness, not problems and worries. There are millions of people who have the money they always wanted but don’t have the peace of mind that is needed. There is always some variant of tension or troublesome thoughts that keeps circulating in their minds.

True that “money isn’t everything but without money there is nothing”. But what good is the money if you can’t take out time to spend with the people you love or for whom you went through so much pain and trouble. Think about all such things and go be financially independent!!

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