Small Business Now
  Your site for small business success

Brian in Bay City, Michigan

Kim T. Gordon answers:

I’ve been writing about how to win publicity for years and would start you off by suggesting you read the following eleven articles posted free on this site: "Win PR Coverage," "Great PR with Radio Interviews," "Big Marketing Ideas, Small Budget," "Win Publicity for Your Small Business," "Get Press Coverage," "Fuel Customer Demand," "Meet the Press," "Get Noticed," "Star Power," "What’s the Buzz," and "Making News." Also, read chapter 4 "Make PR Profitable" in my book, Maximum Marketing, Minimum Dollars. And you can sign up for my January 9 webinar, "Market Wisely with Reliable Low-cost Tactics," which will include step-by-step guidance on media relations.

In addition, you can review the marketing section of your library for more books that focus on publicity, and you can sign up for a public relations course at a local college.

Question: After a lifetime of being an artist, I am just only getting started at marketing a business. I make portraits of people, pets and houses using peoples’ photographs as references. My website will be up soon. How can I reach my audiences? And how do I get someone who is interested to actually act rather than saying... I'd like that when I get ready?

Rhonda in New York City

Kim T. Gordon answers:

It’s best to focus on tactics that bring you up close and in direct contact with your prospects. Technically, this is called experiential marketing, but that’s just a fancy term for giving your best prospects a one-on-one, positive experience with what you market. For this, I suggest you participate in craft fairs and festivals where someone who sees a pet portrait, for example, can approach it to look closely and make an emotional connection with it. Then they will be at a good point to sign up with you for their own portrait of their beloved pet.  You can also offer a special incentive for people who visit the show to help you close and reduce customer procrastination.

H R in Scottsdale, Arizona

Kim T. Gordon answers:

My best advice is don’t. It’s never smart to use only one form of communication. You need a mix of tactics that reach prospects as they move through the sales cycle. Since I have no information on what you’re marketing or to whom, I can’t make any specific suggestions regarding a better use of radio and what would be the right media mix. Generally, you should use media your prospects look to for information on what you market and that touch them when they’re in the right frame of mind. Or you can choose other forms of media, such as certain out-of-home media, that reach prospects at a point when they can actually affect a purchase. I suggest you read the articles on this site about creating a marketing program and choosing the right tactics. This topic is also the primary focus of my most recent book, Maximum Marketing, Minimum Dollars.

Dr. J. in River Edge, New Jersey

Kim T. Gordon answers:

I wish you had included the type of therapy and counseling you provide. It’s hard to know exactly the type of target audience you’re after. Also, it would be beneficial to know if this is something a more general population will take advantage of, or if you are targeting a specific niche. For example, does it relate to something broad such as weight loss, or to something just a small segment of the population may experience, such as a particular type of phobia? Since you mention radio, I’d suggest using it only if you can find talk programming with subject matter directly related to yours. Then look for sponsorships that give you spots that are first in the pod (before most of the audience has tuned out during the break) and that come with what are called on-air billboards. These are live acknowledgments from the on-air talent.

I'm glad to see that you have a weekly column. I hope that it’s in a publication that’s read by a large percentage of your target audience and is looked to for information on what you market. Local paid search is also very smart. Be sure to optimize your site as well with local tags.

I also suggest using event marketing to expand your consulting practice. This can be done in any number of ways. One idea is to hold special roundtable discussions on specific themes. Invite key clients and ask each of them to bring one additional person who may be interested in your message and services. Keep the group small so you have the opportunity to meet and interact with every client and guest. In addition, depending on the type of therapy you offer, you may be able to offer your services as a speaker to qualified groups in your area.

Question: Thanks for taking a moment to answer my question. I own a small A/C, heating and general contracting company with 15 employees. We have 2 installation crews and 4 sales technicians. We service 4 surrounding counties with a 50 mile radius around the Tampa St Petersburg area. We have been in business 9 months and have realized our first million in sales just yesterday. Our goal for the year is 1.3 million, We’re not doing badly but there is always room for improvement. Our marketing plan consists of telemarketing in house with 5 full time employees and direct mail, both are expensive and time consuming. Are there any other forms of marketing we can incorporate? We are moving our office next month and have secured a location with a lot of traffic flow which we intend to advertise as a showroom to attract passers by, as well as a grand opening promotion with radio advertising. Anything else I can do?

Junior in Plant City, Florida

Kim T. Gordon answers:

Congratulations on your first $1 million! Be sure to include public relations in your grand opening plans. Send a press release and follow up with phone calls to invite key members of the press, particularly local newspaper editors or journalists. Whether or not they attend, plan to take several pictures for follow-up PR. There are several angles to your story. There’s the new business coming to this location story, which may tie into economic development or even urban renewal issues depending on where you locate. Then there’s the publicity for the event itself, and you’ll find you have greater success if you can get some local dignitaries to attend. These may be politicians or candidates for office, for example.  Submit photos and follow-up releases to all the local media.

I’m very curious about your telemarketing effort in combination with direct mail. Since I don’t know what your exact message is – whether you are you marketing whole house remodels, or something completely different such as seasonal heating and air-conditioning maintenance – I can’t really comment on how you can reduce costs. I can tell you that the combination of phone calls and direct mail is generally considered a good one. However, while I endorse selling by phone to businesses, I generally frown on it for reaching consumers. So many people absolutely loathe being contacted by phone that it makes it virtually impossible to yield a good return. The exception would be telemarketing to current customers, who may be receptive to hearing from a company with which they’ve had a good experience.

Other tactics you may wish to consider to market your retail showroom long-term include cable TV advertising on programming with related content, and a paid search campaign online.

Question: I have created a beverage commercial. How do I go about finding an outside marketer to sell my concept to? Thanks in advance.

Quincy in Miami, Florida

Kim T. Gordon answers:

I get this kind of question from time to time and it always puzzles me a bit. You see I think you need to do your homework concerning how a product or service is sold before you spend any effort in developing it. This applies whether you’re talking about creating a commercial concept or shoes. If you don’t understand the pipeline, then you’re simply spinning your wheels.

Every beverage company of any size has at least one if not several advertising agencies. It’s their job to come up with commercial campaigns. They don’t generally look outside for ideas or concepts. The only shot I think you would have of making this work is to create your commercial as if it were a legit one for a specific beverage, but taking great care not to use the actual product name or infringe on its trademarks or copyrights. Create a website and post the spot there, then heavily promote it using blogs and insider media so that you draw so much traffic the company you target and their agency will pay attention. You may give them an ah ha moment and make them say we need this person and his talent for creating marketing concepts on our team. It’s an incredibly long shot. But if you have a TV production company, the budget, the talent, and the expertise to create your spot, then full speed ahead. Or, you could always apply for a position in the creative department of an ad agency that handles a beverage account. Show them your ideas in your interview and it may pay off with a job.

Question: I am new to business. However developed and patented a targeting device for the M16 rifle. Proven to work, when no other solution exists. I have not sold any of these products.

Ray in Woodbridge, Virginia

Kim T. Gordon answers:

You’ll need a sales and marketing plan. I suggest reading several of the articles on this site about how to create one step-by-step. In all, when you developed this product, I’m sure you had a very clear idea of exactly who would want to buy it. Based on that information, you should be able to develop at least a preliminary prospect list, starting with the largest entities and setting the consumer market aside for a moment. As the inventor of the product, you have passion on your side. And passion is contagious. I suggest you do something rather startling. Make a list of a few of your top prospects and contact them by telephone. Tell them about the product and send them what they need to check it out for themselves. Based on their feedback and input you’ll get a very clear idea of how this should be marketed, and you may even make a sale or two.

Question: I'm looking to expand my auto and flat glass, consumer and commercial business into a new area and want to conduct market sizing, competitive analysis and such to determine the best approach. How do you get the data needed to develop market sizing and segmentation? I've looked at data providers, but in reality, their numbers are suspect.

Jeff in Kenosha, Wisconsin

Kim T. Gordon answers:

I agree with you that it will be very hard to buy the kinds of reports you may be looking for. I think you’ll need to simply proceed with this expansion slowly using methods of information gathering that you can undertake yourself.

Conduct a simple competitive analysis by making a list of your top potential competitors in the market area and gathering all of their marketing materials. Examine their print ads, websites, brochures and marketing materials, which you may need to obtain through mystery shopping. Drive to their locations, if they have them, and perform local searches on the Web to see if they turn up in paid search campaigns.

Once you’ve gathered all of their materials, examine them for key selling points and any points of differentiation – what sets one company apart from another – so that you can position against them in the new market. There are a couple of red flags you should watch out for. First, if there is zero competition in the new market area, there may be a reason, such as no demand or it, or it may be simply too costly to market in or service that area. If there is a great deal of competition in the new market area, that’s also a red flag, since as a newcomer you’ll have to unseat heavily entrenched companies using a fairly intensive and potentially costly marketing campaign.

Question: I’m a commercial loan broker. To do a b2b mailing, could I address the postcards/letters to OWNER/PRESIDENT? Thank You.

Garry in New Castle, Delaware

Kim T. Gordon answers:

You can of course do that, but you’ll get a lower response rate. One of the keys to successful direct mail is to personalize the mailing as much as possible. Otherwise it appears as junk mail and is quickly discarded.

Robin in Ohio City, Ohio

Kim T. Gordon answers:

Since you mentioned targeting businesses rather than individuals, I have to assume that you would be selling group policies for long-term care insurance. As you probably know, this is highly sales-intensive work. First of all, it is rather difficult to get past the screeners and motivate doctors and attorneys to respond. Instead, I suggest you find the right person in their office management structure to pitch. This means that you will make a telephone call first to qualify them and to locate the right decision maker, then follow up with a letter, meeting or presentation – if you can get in the door. As for reaching business owners, you could follow the same sequence, though I think you’ll find that your entry point will be easier because, in companies with a number of employees, there will be an assigned professional to manage their insurance benefits and programs.

Question: I'm a "newbie" within Tahitian Noni International. Their marketing plan is simple yet I know any network marketing biz takes more than the 4 steps outlined. My goal is to learn the training and recruit my "Texas 12 Shooters" who will all be men and train them to recruit at least 5 "Baby Shooters" with at least 2 women among the 5 recruited. Distributors’ lives seem to be wrapped entirely around that one thing. They say it's focus...I say it's insanity. How does one become a network marketing guru in regards to meeting/greeting/signing/training and still have a life?

Constance in Dallas, Texas

Kim T. Gordon answers:

To me, the term "network marketing" is a misnomer. It really should be called "network sales," because success relies primarily on interpersonal skills and abilities. It’s unclear to me why you have decided to recruit men for one level and women for another. As difficult as it is to get the best, most motivated people lined up, it seems that their gender should be irrelevant. That’s just my two cents. As for your primary question about being successful in network marketing, I think to get any business off the ground requires significant effort. Most small-business owners spend at least 50 hours a week at work. And in your case, because you’re taking on something that relies almost entirely on interpersonal selling, you may find that works spills over into personal time and becomes inextricably entwined.

Question: How would I as a plumbing contractor be able to attract new business! What do I have to offer other than my services? My business is in its 4th year and I’m going up and down, and I need to go up, up, and stay up. I have been thinking of merging or adding something I don’t know? Any ideas?

Ric in Phoenix, Arizona

Kim T. Gordon answers:

You need a well-rounded marketing program that reaches out to prospects as well as current customers. First of all, are you advertising in all the right "search corridors"? These are the places people look when they need to hire a plumbing contractor, and may include industrial directories if you are primarily targeting other businesses. If you’re targeting consumers, you may need to use local paid search in the major search engines. Where do your best, most qualified prospects look when they need a plumbing contractor? Answer that question and make sure they find you there.

Next, set up a marketing program that reaches out to past customers on a regular basis – no less frequently than once a month. E-mail campaigns are easiest because they are low in cost, but you can use a combination of direct mail, e-mail, phone calls and other kinds of contacts. Depending on the type of services you provide (such as if you offer maintenance as well as installation and repair) you can send special offers that will be of particular use to your customer base.

Question: I throw a lot of parties for my husband (under 35 people) and have been asked by many people if I would do this kind of small dinner party for them in their home when they need me. I cook simple foods but present them in a very decorative way for the many different occasions (themes). I would like to stress that this is something I only see myself doing maybe 1 time a month or once every other month. I do not wish to attend classes or pay high insurance fees, I do not have commercial equipment nor do I want it. Is this something I can do without becoming a "caterer" and how? I just want the fun side of work not a career. Thank you.

Ramona in Jamieson, Pennsylvania

Since you don't want to run a business or become a caterer, have you ever considered offering your help to one or more nonprofit groups as fundraisers? You could become involved with a particular charitable organization and host and prepare the meals for small parties with very special themes. The organization could ask for a donation from every attendee and you could donate your services (probably less the cost of the ingredients). This would be a win, win, wouldn’t it?

Barry in Boston, Massachusetts

Kim T. Gordon answers:

One tactic I strongly suggest, particularly when it comes to selling long-term care insurance to seniors, is to ask one of your current clients to invite approximately 10 friends who might be interested in what you offer to a gathering at his or her home. You bring the refreshments and give an informal talk at the event. You’ll get an implied endorsement from the host or hostess, and have the opportunity to speak one-on-one following your brief presentation to everyone who attends.

When selling life insurance to younger demographics, I agree that building credibility through published articles is a strong way to go. Of course, a referral campaign is essential as well.

Question: Why do customers only window shop our accessories boutique and not come in to buy?

Esther in Bayonne, New Jersey

Kim T. Gordon answers:

There may be any number of reasons... The product mix you have on display in your windows may not appeal to the passersby because it simply doesn’t fit with what they want to buy. Or, they may love what they see, but believe that the accessories are priced out of their range. Are your accessories priced to fit the pocketbook of the typical customer who might pass your windows? Another possibility is that shoppers believe they will be ill treated in the store or have had negative experiences shopping there in the past. I suggest you have a sale that will bring customers into the store. Then ask each shopper if she’s a first-time or repeat customer, what her impressions are, and what brought her in. It’s not very scientific, but you’ll get good feedback that way.

Kathy in Los Angeles, California

Kim T. Gordon answers:

Absolutely, Kathy, shout it out! This definitely belongs on business cards and in your marketing materials. Also, be sure to send copies to your customer and prospect database. And thank you for the positive feedback on my column.

Question: I was wondering how much of a budget should be allocated for advertising my motorcycle service and repair business? And also is it worth advertising in the yellow pages? Thank you.

David in Gilbertsville, Pennsylvania

Kim T. Gordon answers:

I wish there were a standard, off-the-shelf answer for how much you should allocate for advertising. You see, that percentage will vary widely based on a few factors, including who you’re trying to reach, what you’re marketing, the competitive nature of your market niche, and your geographic market area. That said, I’ve seen stats showing that successful small businesses tend to spend anywhere from about 11 to 19 percent of sales on marketing overall. As for advertising in the Yellow Pages directory, it reaches people who have already made a decision to buy something and are simply looking for the best place to buy it. So in that sense, phone directories tend to reach hot prospects.

Question: I know you through the Internet and your articles. I’m glad to have a chance to talk to you! I have practiced Chinese medicine (acupuncture, herbal medicine) for 30 years, in China I practice integrative medicine; here, US, only Chinese medicine. I taught international students and clinical research in China. But when I came to US I lose my way, the reason, I think is that I don’t know how and where to market my business. My business almost is "word-by-mouth" right now. There are a few reason I think: 1. Western doctors want to protect their business, don’t want their patients to visit Chinese medical doctor; 2. Western medical doctors don’t know Chinese medical theories; 3. Patients listen to their western medical doctors. Market to western doctors may that equal nothing. I think maybe PR is the best way for my business. I could treat emotion disorder, insomnia, ADHD and autoimmune diseases with natural method, and I had applied US patent (pending), called Zzzz wrap for helping solve the problem with emotion and insomnia, and book for treating autoimmune diseases like Lupus, will publish next year in London. Do you think the best way is waiting for after I having patent number and book published then marketing? Thanks!

Dr. Judy in Rockville, Maryland

Kim T. Gordon answers:

I definitely agree with you that marketing in any way to Western doctors would be a waste of time for you. Instead, you need to market your acupuncture and herbal services to patients who are already inclined to be receptive to alternative and Chinese medicine. I don’t think you should wait until your book comes out. Begin now to actively market your business using advertising and public relations so that when your book is published, you can rotate new ads into a campaign that, by that time, will have already built a level of awareness among your immediate target audience.

I see that you’re in Rockville, Maryland. There is a nearby pharmacy that you are probably quite familiar with, the Village Green on West Cedar Lane in Bethesda. Stop in and look at the "alternative" publications available there. They will immediately give you some ideas for advertising and public relations vehicles. Also, look around you at the customers. Many of the people who shop at the Village Green fit the profile of your prospective patients. Can you think of ways to reach them?

You might also consider visiting local organic markets such as My Organic Market in Rockville to see what local, small publications are being given away. Perhaps you can place articles or advertising in them. Avoid general consumer media. Their readership will simply contain too much waste because a large percentage will not be inclined to pay attention to your message. Best wishes for success!

Question: I'm in the heart of the bible belt and I'm trying to promote hip hop as an art form, but it only seems to be viewed as a menace to society. What can I do to promote an edgy product like this without hurting the integrity of the product?

Robert in Oklahoma City, Oklahoma

Kim T. Gordon answers:

The truth is, no amount of marketing can make a product succeed if people simply don’t want it. So your first job is to determine if in fact there is a significant enough audience for hip hop in your market area. Probably the best way to go about making some generalized assumptions is to look at the demographics of hip hop listeners and to find a radio station whose format attracts that particular group. Since I don’t know exactly what type of product you’re marketing, other than the fact that is related to hip hop, I can’t say whether advertising on that radio station is an option for you. But, even if you don’t advertise with them, by looking at the psychographic and demographic breakdown of its listeners, you may be able to draw some conclusions concerning whom to reach and how.

Question: My wife and I have opened a new Campground near Lake Cumberland, Kentucky. This is a highly sought after vacation place for folks in the Midwest. We were both professionals in the past and owned our own business, but are doing this because it is something that we love (Camping and Lake Cumberland). But nonetheless we need to make enough money to live and are beginning to dip into our savings. Do you have any great value ideas for marketing a campground to a 4 hour radius audience? Our marketing difference from the state parks is quiet, safe/secure, customer service, etc. We are open all year and have full hook ups for RV's which is rare in the area. We have had great response from the visitors that we have had but need to get the word out that there's a NEW campground in the area. We are not good at marketing. The small local paper brought some visitors but they are not our focus. Our focus is the seasonal camper, pay yearly and leave your camper to visit on weekends etc. Ran an ad in a large Lexington newspaper on a Sunday and have not received a single call. Any ideas?

Scott in Nancy, Kentucky

Kim T. Gordon answers:

There are so many great marketing options for you, Scott! You can participate in consumer camping and RV shows that take place in your geographic market area. To reach the huge percentage of prospects who can’t attend or don’t attend these shows, use search-corridor media, these are places people look when they’re searching for a campground. Directories, such as Woodall’s, online directories, and online paid search are essential marketing tools for you.

Of course you must have a wonderful website that you can optimize with "local tags" for higher rankings in natural search results and to link to your paid search campaign. There are other online advertising opportunities as well, including advertising on Web portals, such as the online site of the newspaper from your largest geographic market area. You don’t need to be on the main page of the site, and will do better if you are in the appropriate "channel" or section of the website and surrounded by editorial. These pages will draw fewer eyeballs and have a correspondingly lower advertising rate, but they will reach a more qualified viewer.

Another really smart media option is cable TV. You can use it seasonally and expect to pay about $1500 dollars a month and another $500 -1000 for production. Cable TV lets you target exactly the right prospects for your campground. You can also increase bookings for slower periods by tagging your spots with special event announcements, such as a Memorial Day celebration at your campground. Of course, one of your most important tactics is to build relations with key media and have a PR campaign for the special events that you hold. It’s all part of making your campground a fun destination. Good luck!

Question: I want to do a marketing report for janitorial services in my tri-county area. What do I do first?

Paul in Detroit, Michigan

Kim T. Gordon answers:

I just don’t understand what you mean, Paul. What kind of report? If you’re referring to a marketing plan, and you want to develop one for a janitorial business, then I think you’ll find the step-by-step guidance you need in my article, "Planning Makes Perfect," in the How-To Library on this website.

Question: I have a unique business where I buy and sell for the wealthy, namely collectors of Fine Art and high end antiques and collectibles. My site link is below. I am trying to develop a strategy for expanding my customer base and target this special niche consumer.

Kevin in Plainville, Massachusetts

Kim T. Gordon answers:

Nice website, Kevin. I think you can take a very focused approach to marketing by combining a paid search campaign online with print ads in magazines that are read by collectors. In both cases, you would be reaching people who had already demonstrated an interest in collecting either by virtue of their search terms or the type of media they spend time with.

Roz in Westfield, New Jersey

Kim T. Gordon answers:

I can understand why you’re getting nervous. But what you don’t mention is whether your store is located in a mall – which would help you draw traffic from surrounding stores – or if it’s a stand-alone operation in a more out-of-the-way location. Ideally, your store should be situated surrounded by other high-end retailers. That way, you’d have more traffic from people "browsing."  If your store is off in a location by itself, however, you must make it a compelling destination and give people a strong incentive to go there. You should immediately institute a customer reward program that provides enough incentive for your current customers to return more frequently. Also, capture information, such as birthdays or anniversaries, and send cards to customers offering a discount or gift in honor of these occasions. You should consider selling online as well as through brick-and-mortar, and create an abbreviated direct mail catalog to send to current customers and households in the zip codes immediately surrounding your store. To target corporate accounts, begin by creating your own in-house list, contact your prospects by telephone, and then follow up by mail or in person.

Question: I'm thinking about changing my logo to a more upscale approach and targeting more commercial accounts than residential. Differentiating myself from the 100's of mom-and-pops out there. Any tips? Thanks for your time.

Chris in La Mesa, California

Kim T. Gordon answers:

When making the transition from residential landscaping to more full-time commercial, your marketing must take a very polished approach. Create a four-color brochure that shows off some of your corporate work, and make sure that all of your materials carry a unified look, beginning with the logo and extending into the typefaces, colors, and most importantly, marketing messages. It’s also a good idea to have these materials professionally designed and written.

Question: How do I enter a market that is very competitive? The national cabinet companies price us out of the park when it comes to the national builders. Do I focus on the little guys then the big guys?

Dan in Charlotte, North Carolina

Kim T. Gordon answers:

If you’re selling the same products from the national cabinet companies as everyone else, then they must be priced competitively. You have to at least get in the ballpark no matter whether you’re targeting large or small customers. If your company’s pricing is still a bit higher than that of your competitors, you can add value by bundling in a variety of services. That will make a somewhat higher price seem like a winner because you’ll be delivering more benefits to the customer. Another way to go is to offer something that nobody else does, such as custom cabinetry, and then you'd have much greater leeway when it comes to pricing.

Question: Selling to superstores: We are a family company and we have tried very hard for the last 3 years to sell to the big companies (BB&B, L&T, JCP).  We finally got inside BB&B with a rep who was already selling other products, Would you know how can I get others like him, who already have a relationship with other superstore buyers. It's very hard to find the reps that already are selling to them so we can get straight to the buyer. Could you advise how we can contact any reps like this? I have tried search engines but from my experience most of this sellers are individuals they do not work on any rep firm, I do not believe they would advertise themselves on the internet either. Any suggestions?

Rafa in Hialeah, Florida

Kim T. Gordon answers:

There are websites that may provide some assistance:

http://replocate.com, http://www.rephunter.net and http://vmwinc.com/repsourcemasterindex.htm

You can also try the website of Sales and Marketing Management magazine (www.salesandmarketing.com) to search for helpful editorial.  Good luck!

Question: I offer classes in Russian culture, literature and religion, etc. I see a real interest in my classes and I offer unique expertise and knowledge. How do I start my instruction business? Thank you for your valuable help and advice.

Peter in Birmingham, Alabama

Kim T. Gordon answers:

Since we focus entirely on marketing – not start-up – advice on this Web site, I’d like to refer you to other expert sources. I suggest you visit www.entrepreneur.com and pose your question to the appropriate expert there, or visit www.sba.gov for online information. You can also set up a free appointment with a SCORE counselor through the Small Business Administration office in your area. They can help you cover all your start-up bases, from business planning and financing, through obtaining a location and hiring any necessary employees.

Question: I'm starting a cash flow business, but need to reach more people for future business. I'm very excited about this business. Please help on how to grow my business. I've sent email business cards and my web site but so far no replies.

Richard in Chase, Kansas

Kim T. Gordon answers:

Your question is a bit brief and I’m not familiar with what you mean by a cash flow business. I have to assume that you’re targeting other businesses. If this is the case, then the typical contact sequence in b2b is call, mail, call. It’s always vital to have permission before sending e-mail to business prospects. So while you’re building your opt-in e-mail list, create a list of prospects and contact them by telephone. When you encounter voicemail, don’t expect cold prospects to return your calls. Be sure to indicate that you will call again. Of course, there will always be prospects whom you cannot reach by phone, so be prepared to send a letter and marketing materials as well.

Doreen in New Haven, Connecticut

Kim T. Gordon answers:

When you pitch this idea to the editor at the paper, I suggest you have a well-rounded and relatively broad concept that will allow you to deal with a range of topics under a single banner, such as home decorating. As a columnist, I find that turning out a new topic idea month after month for many years requires dealing with a relatively wide subject area. This allows you to address what’s new and hot, as well as what’s tried-and-true, whether that means decorating with candles, organizing a closet, or using feng shui.

Question: I have recently been hired in sales at an optical insurance company. My primary objective is to bring in new accounts. My question is how can I increase my sales in an economy where many companies are cutting benefits and those that do offer benefits are cutting vision first? What approach will yield me new accounts, so that I may keep my job!

Eve in Warren, Michigan

Kim T. Gordon answers:

One idea is to treat your category of benefits as a perk and pitch it to companies as a program they can provide to mid-level and senior executives. They could consider offering optical insurance as a helpful recruitment tool.

Another option is to market your optical insurance by participating in affinity programs offered by professional associations. You’ll note that many associations offer a range of services, from car rentals, to legal services and credit cards. The marketing offers come along with the ongoing communication from the associations and a percentage of the income earned by affinity partners goes back to the associations. This would be an excellent means of gaining a large number of sales through a small number of accounts. You might target associations that cater to the self-employed, since their members are responsible for providing insurance for themselves, their families and employees.

Question: I am in the process of opening a retail clothing store. What marketing strategies can I employ? My store is very small, I have only one employee and I am on a tight budget. Please advise me on how to be successful. I would like to leave a legacy for my kids.

Ann Marie in Miami, Florida

Kim T. Gordon answers:

There are several elements that are critical to retail success. They include: the right location, a smart product mix, attentive customer service, and the correct pricing. A solid marketing campaign that raises awareness and establishes an identity for the store that your target audience can relate to is particularly beneficial, and so are special events and customer rewards programs.

If your store is in a mall or location that draws significant traffic, you will have to do relatively little advertising. However, if you want to establish your retail store as a unique destination because it is isolated from other retail, then you’ll need to dedicate a significant marketing budget that may include newspaper, magazine, and radio advertising, all of which may be difficult on a tight budget. It’s kind of a Catch-22, in that it costs a fair amount to locate your store in a high traffic area that’s already a destination for your target audience, but if you are located a few miles away from the mall, you’ll have to spend significant marketing dollars to draw traffic of your own.

Question: How do I market this product (safety bumpers for utility poles)?

Stephanie in Tallahassee, Florida

Kim T. Gordon answers:

Start by identifying your target audience, such as state highway administrations and local governments. Decide whether you want to begin marketing regionally or nationally based on varying needs in different parts of the country. Then you should investigate the purchasing process your target audience typically goes through. What steps and procedures must they follow in order to consider a proposal from you? Become familiar with that process and it will guide you in your marketing methods. If you find that you need to contact individual decision makers by phone or direct mail, I think you’ll see there are numerous lists available that allow you to select names of individuals by title. You may want to either work with a list broker to find and rent the right lists for your needs or seek out the best lists directly by going to top list managers.

Question: I'm a small business trying to find ways to advertise to drum up business; is television a more effective way to advertise a custom bedding business?

Tee in Columbus, Ohio

Kim T. Gordon answers:

My question to you is, more effective than what? There are so many effective marketing tactics from which choose. It really depends on what you’re selling, to whom you're marketing, the complexity of your message, and other important factors not the least of which is your budget. Cable television has become a tremendous vehicle for small businesses. In some markets in the country, you can run a well-rounded cable TV schedule that allows you to reach your target audience (such as women who are decorating their homes and might use your custom bedding) for as little as about $1500 a month. It all depends on the size of the market and the types of programming you wish to buy.

Question: My husband and I have recently acquired a license to begin a painting business. Where should we start in gaining clients and advertising? Also, how should we consider the pricing of jobs?

Missy in Jonesboro, Georgia

Kim T. Gordon answers:

Start by making your painting business easy to find by advertising in search corridor media. These include telephone directories, both in print and online, and any local advertising vehicles people who are actively looking for home remodeling or decorating services look to when they are searching for painters and other contractors. Once you have all your search corridor bases covered, you can also begin advertising in additional media, such as in neighborhood newsletters, or send marriage mail from Valpak (where your coupon or ad is mailed in an envelope with coupons from other advertisers) to specific ZIP code areas.

Kevin in Royal Oak, Michigan

Kim T. Gordon answers:

Marketing to seniors is actually quite different than marketing to younger demographics. You see, seniors place more emphasis on interpersonal contact, and while younger demos might want to receive information about your services via the Internet, seniors prefer face-to-face interaction on something this personal. I suggest you look for ways to address groups of seniors, such as by hosting luncheons or meetings at senior centers. Another option is to organize home parties. Ask one of your senior customers to invite 10 of her friends who may be interested in what you market to a gathering in her home. Then you bring everything from the food and beverages to an entertaining product demo (perhaps featuring the hostess’s own grandchildren).

Question: I am starting a weekly publication offering bizarre news and weird facts. Can I get this kind of information from the Web? If it is real news can I reprint it with no problems? What do I need to do? I am at a stand still because I can not find the answer to these questions.

Rene in Laurel, Mississippi

Kim T. Gordon answers:

Virtually anything published on the web will be protected by copyright laws. If you want to use something you see on a Web site, you must contact its owners and request permission or you may quickly find yourself in very hot water. Even if something is "news," it was still gathered by a news organization that paid the salary of someone to do so, and they own the rights to that work. You can refer to news stories with attribution, such as by writing "In the New York Times today, there was an article by John Jones about..." and then write your own story in your own words and from your own perspective. Otherwise, you’re guilty of copyright infringement, not to mention plagiarism and theft of another writer’s work.

Pamela in Southfield, Michigan

Kim T. Gordon answers:

Your letter or other direct-mail must focus on the benefits of your coaching services. What will working with you help your prospective clients achieve? Start your letter with a benefit-oriented hook, or your direct-mail piece with a headline that highlights a principal benefit. Then use the first sentence or two to highlight your full spectrum of benefits – up to approximately three or four principal ones – and use the body copy to explain those benefits with features. Whatever you write must start off by answering the reader’s question, "What’s in it for me?" If you can do that, you’ll capture and hold attention long enough to make a strong case for your services.

Question: Can you recommend 2 or 3 reliable non-spam email broadcasters for mass mailing on the Internet?

Yitzhak (Ari) in Woodmere, New York

Kim T. Gordon answers:

I believe you’re looking for what's called an opt-in list. You can find one through a legitimate list manager, such as EdithRoman.com. Of course, there are many companies offering legitimate, opt-in e-mail lists to qualified audiences. Another good way to find the right list for your purposes and get advice on putting the whole mailing together is to engage the services of a "list broker." You can find them in the Yellow Pages in just about any major metropolitan area and they’re usually compensated by commission from the list vendors, so hiring one usually won’t cost you any more than if you searched through all the list offerings yourself.

Question: I want to open a jazz club and I need advice on how to get it started.

Derrick in Raleigh, North Carolina

Kim T. Gordon answers:

Since our focus here is exclusively on marketing, I can’t address any of the business management, legal or financial aspects of starting a business. What I can tell you is that your club opening will rely heavily on public relations. You’ll need a grand opening event, complete with a great invitation for the public and the press, along with a solid VIP list. It’ll help if you can have top talent play for the grand opening event party, which will allow you to get reviews and post-event publicity in the local papers. Also consider doing a joint promotion with a local radio station and having an on-air personality promote the grand opening on-air for at least one to two weeks in advance, then attend the party, as well as talk about it on the air the following day. I suggest you start planning your opening event no less than three months ahead, and consider hiring a publicist.

Steven in Homewood, Illinois

Kim T. Gordon answers:

I suggest you identify your principal prospects within your geographic market area and create your own prospect list. Then contact them by telephone first and close for an appointment or send literature as a fallback position. This particular contact sequence (call, mail, call) is the typical one for business-to-business marketers. Be sure you have excellent materials and a top-notch website, so that when you pique the interest of prospects by telephone, the literature you send and your website will support the image of your company as solid and professional.

Question: Is there an affordable way to make an e-mail offer to your 15,000,000 readers?

Rick in Fostoria, Ohio

Kim T. Gordon answers:

My readers find my columns in Entrepreneur magazine, on Entrepreneur.com, and its many partners, including AOL, MSNBC and a number of other major sites. If you want to reach these readers via e-mail, I suggest you contact Entrepreneur.com and the other websites concerning advertising in their e-newsletters. This is a great way to reach well-qualified, subscriber audiences in highly credible media. As for affordability, that’s something you’ll need to establish by talking with the sales reps.

Kimberly in Mariposa, California

Kim T. Gordon answers:

To reach both your target audiences, you have to put yourself in their shoes and imagine exactly where they’re looking for information on what you market. I recommend you throw all of your available dollars into an online campaign. Begin by contacting the sales representatives for the primary websites associated with the major bridal magazines. They will probably have several ways to reach your audiences, such as online newsletters and advertising opportunities on the appropriate web pages within their sites. Your challenge is to look for opportunities that allow you to localize your campaign by limiting the people who see your ads to those who are in your primary market area.

Next, I strongly suggest you initiate a paid search campaign, using local search terms, of course. This will keep your campaign more affordable, and you won’t pay to reach prospects who are outside the market area. Professional women are heavy users of the Web because it saves them time. If you don’t already have a terrific website, be sure to get one up and running before you initiate your online campaign, because your prospects will want to learn everything they can about you by reading in-depth content on your site.

Question: Thanks for sharing your articles and the opportunity to ask a question. The main product of my business is Fine Sterling Silver with quality CZ stones. All our silver jewelry comes with a Rhodium finish that virtually eliminates tarnishing. This gives me a direct advantage over other silver retailers because they do not offer a Rhodium finish which also gives our jewelry a brilliant shine. Due to lack of financing for direct marketing for our store, I mainly set up a booth at major festivals/fairs as my marketing. I have approximately 4000 customers. My price points range from $15 to $300, so I have something for everyone - I just haven't found a way to get to everyone. What are some inexpensive ways to get new customers and/or market to existing ones to drive them into my store or to purchase from my website?

Paul in Macomb Township, Michigan

Kim T. Gordon answers:

You know, Paul, you’re doing a lot of things right. You definitely should continue selling at major fairs and festivals. Your website is attractive (though it could use some work when it comes to the copy) and the signage on the front of your building looks good. There are a couple of basic tactics that you should consider using. Do you have a customer loyalty program that rewards customers as they make additional purchases? Do you send birthday mailings to past customers with a special discount? How about running local newspaper ads to bring traffic to your showroom, particularly around major holidays, including Mother’s Day?

I noticed on your website that you set up home parties. These a fantastic experiential marketing tactic. I know of one entrepreneur who had a small number of handbags manufactured in China and then sold them through home parties, largely with the help of stay-at-home moms. These women eventually became her distributors and within a couple of years she had a $10 million business. My suggestion would be to place the heaviest emphasis on experiential marketing through the fairs and home parties, then support these efforts with a small investment in direct mail to customers and on updating your website to include the details of your customer loyalty program. You can send loyalty program offers and updates via e-mail and eliminate postage and printing costs entirely.

Marc in Pomona, New York

Kim T. Gordon answers:

Thank you for reading my latest book! When marketing a medical office, just as with any professional service, it’s important to not only choose the right tactics but also to create marketing messages that are appropriate in tone. When I was researching the book, I was rather surprised to learn from a physician with Women’s Integrated Healthcare, of Grapevine, Texas, that cinema advertising was their best patient generator. But during the interview, I discovered that their execution of the ad – a simple slide showing all the female physicians dressed in lavender, not white coats – helps them convey a unique image and message in a lighthearted way that is entirely compatible with the venue.

As you go through the book, pick tactics that allow you to put your message in front of your best prospects in an appropriate way. Choose enough tactics to provide a well- rounded mix, but don’t overdo it. Stick with those you can afford to execute with enough frequency to reach and penetrate your audience.

Question: I have managed my own LLC service based business for several years now and have been very successful. I am about to take over my fathers 30+-year wholesale business. In about a half hour it was quite clear to see the untapped potential that this company has to offer. My father has been exporting worldwide for all this time and has never considered the retail side of doing business. I would like to know how I could harness the retail business that he has never pursued. The retailers that buy from him are probably making more as a whole than he was. How can I find the end users that are now buying from other retailers and bring them into my company? I have a list of the retailers that buy from him now so how can I identify the end users from this list? Any advice on how to exploit the potential of this enterprise would be greatly appreciated.

Rik in Elizabethtown, Kentucky

Kim T. Gordon answers:

Your question leaves me nervous, Rik. For 30 years now, your father has been building relationships with loyal retailers, and in one single move, by courting their retail customers, you could alienate the entire current customer base. That, all by itself, could close your father’s business. What I don’t see in your e-mail is any information on the what is being marketed. Are the end-users other businesses or are they consumers? Who are they? Without that information it’s nearly impossible to make suggestions concerning specific tactics. No matter what you do, however, proceed most carefully. Make sure that you find a way to hold onto the wholesale business during the company’s transition through a combination of customer service and special pricing or incentives of some kind.

Rita in Carmel, Indiana

Kim T. Gordon answers:

The good news is they are including you in the calendar of events and in their announcements section. As for getting additional or in-depth coverage, there may be any one of several problems. First, you have to make very certain that what you’re sending is in some way newsworthy or unique. Chances are your events aren’t considered "news." You need to find an angle or an in-depth story that hinges on something current in the news, or perhaps a compelling statistic. Try creating 10 health tips that relate to your particular area of specialization and give this tip sheet to a key journalist inviting him to interview the chiropractor you work for.

Second, you may be reaching out to the wrong media. They may feel that your story is not of special interest to their particular readers, viewers or listeners. And the third reason your news may be falling flat could have something to do with the journalists’ views of chiropractic services as belonging to alternative medicine. Yes, taking a journalist or two to lunch isn't a bad idea -- if they'll even accept such an offer, which is unlikely.  Of course, your best bet for media coverage is in the vehicles that already carry information on alternative medicine and other therapies because their readers will be more likely to pay attention to your message.

Question: How do you efficiently get qualified small business leads for CPA services after tax season? With thousands of local small businesses, how does one economically [both time and money] find those businesses that are open to using our services?

James in Atlanta, Georgia

Kim T. Gordon answers:

Probably the most economical way to meet small business prospects is through networking. Look for groups that allow you to come into one-on-one contact with the owners of small businesses and take a visible, active role in the meetings. Add the prospects you meet to an in-house database and follow up with them at least once per month through a combination of sales and marketing (such as e-mail, direct mail, telephone calls and meetings). Create a prospect list and make contact first by telephone, then follow up by mail with a letter and brochure or with meetings. Then stay on top of these prospects over time. Combine these sales tactic with a marketing program that includes advertising in local print media that targets small-business owners. Place your ads in sections of the appropriate media that carry content related to what you market.

Question: I need to find a letter telling clients how we can serve them better in the world of technology and ask for their e-mail addresses. Thank you.

Stephen in Jericho, New York

Kim T. Gordon answers:

It’s unlikely that you will "find" such a letter, so you should plan on writing it. For help, read "Write the Perfect Letter" posted here on this site. There's also an in-depth section on creating sales letters in Maximum Marketing, Minimum Dollars, my book due out in April. As for getting the recipients to provide their e-mail addresses, that’s a different matter. Perhaps you should e-mail your clients a solicitation (rather than sending a postal letter) and give them a reason to click through to your Web site to register to receive something, such as a newsletter or special content of some kind. During the registration process you can ask them for permission to use their e-mail address in other ways, thereby creating an opt-in list.

Question: I hear everything people say about "the how to" except for lead generation and web page exposure. I truly believe that it has even the experts stumped when it comes to competing (I hate that word) on PPC campaigns and simply getting people to your website, which in my opinion, is the ONLY way to secure a quality lead these days. One has to sell themselves first. A vendor purchased lead is about as good as a pull from the white pages. Please help!!! No one seems to want to talk about it and I know so very many home-business people that feel this is the ONLY reason their business is struggling.

Kurt in Marshfield, Wisconsin

Kim T. Gordon answers:

Generating online leads and sending traffic to a website are dealt with extensively in my new book Maximum Marketing, Minimum Dollars: The Top 50 Ways to Grow Your Small Business. You’ll want to read the first three chapters to master paid search, optimization, advertising on targeted Web sites, using affiliate programs, getting PR coverage online, running ads in third-party newsletters, even blogging. This is a huge area of interest for millions of small business owners like yourself. Good luck!

Question: How do I create post cards and brochures that are unforgettable? This was not mentioned in your recent article "Make Unforgettable Ads." Thought the article was great!

Clare in Jarrettsville, Maryland

Kim T. Gordon answers:

Thank you for the positive feedback, Clare! The key to making marketing materials memorable and effective, is to find a unique benefit that your company, product or service provides and communicate the ways that benefit will add value for customers. What makes what you offer different from the product or service provided by your nearest competitors? How does what you sell enhance customers’ lives or the way they work? Make that point of differentiation the basis for your marketing communications campaign and you’ll effectively answer your prospects’ question "What’s in it for me?" That will make your message memorable.

Question: How can we get this business rolling on the web? We hired this guy for $3500.00 to get us rankings and nothing has happened for us in almost a year. We may have had 10 orders in a year. Not good. We do have a marketable product... this I know. Any help would be appreciated.

Dolby in Thousand Oaks, California

Kim T. Gordon answers:

Before you fire this fellow, ask yourself if you are getting leads but no conversions. In other words, has your site been sufficiently optimized so that you do turn up high in organic search results, yet when people click through they fail to make purchase? If this is the case, then your site needs an overhaul. Otherwise, if you’re paying for search engine optimization that hasn’t improved your rankings after about a six-month period, you might choose to seek another provider. However, optimization can only do so much. If you’re in a highly competitive category or trying to compete nationally against much larger companies, then there’s no escaping the need to use paid search in addition to optimization in order to get within the first page or two of results.

Question: Our business is online travel agency almost 7,8 years we are in business, we have good customer service I have very good ranking some keywords, spend over $50,000 (and have two good domain names) but still not gain any customer with this money. I need to advertise on local or national TV. I have many ideas to market but big guys don’t give )(&(&*(* about our business, so I do not get responded to as a professional. What do you recommend to us?

Erkan in Rocklin, California

Kim T. Gordon answers:

I have to say I’m a bit puzzled by your question. I’m not sure which big guys you refer to or why you’re pitching them. I assume that you spent the money developing these Web sites and now need traffic. I don’t have to tell you that shopping for travel is one of the most popular uses of the Internet. That means competition is extreme. You’ll need a far-reaching online ad campaign. Your goal must be to place ads on travel sites and inspire click-through. Also consider online advertising on newspaper sites in their travel sections. Studies show that the sites for major newspapers are often the top Web portals in their geographic market areas. Unless you have very deep pockets for television advertising, I would suggest focusing your marketing efforts on the Web first, then you can add cable TV advertising (such as on the Travel channel or travel-related shows on other networks) once your business grows.

Shirley in Hamilton, Ontario, Canada

Kim T. Gordon answers:

You’re right in thinking that you should plan your call carefully, though I don’t think you need a script. A good cold call begins with a three-part opener, which includes an introduction of yourself, your company name, and an opening benefit. Since the cold call is an unscheduled interruption, this three-part opener gives the prospect a reason to listen to you. Following your name and company, you say "My special reason for calling today is to talk to you about... (and include an important benefit here)." Your next step is to ask "Have I caught you at a good time?" Almost every prospect will say it’s never a good time -- but go-ahead. You follow this by using a series of closed and open-end questions. You’ll find several articles here on this site that give you great examples of how to do this and explain the two types of questions.

If your call is going well, your prospect will be doing most of the talking. It’s essential for you to know in advance what you must find out in order to determine if your prospect is well-qualified. Guide the conversation to its logical conclusion by asking these questions, paraphrasing your prospect’s answers to open-end questions, and providing logical solutions that meet your prospect’s needs. Read the articles on this site about cold calls and you’ll see there’s help with closing tactics. An effective call is supposed to uncover and fill needs in a friendly, non-combative and supportive way. That’s called consultative selling. Once you have satisfied your prospect’s needs and proposed reasonable solutions, close for your goal. Best of luck!

Question: I have been buying leads to find work-at-home clients to become brokers in our business, but needless to say I have emailed 300 and I have gotten back 10. Maybe I am not writing the subject box correctly or the letter. Can you help me?

Robert in Waco, Texas

Kim T. Gordon answers:

What you’re getting back is more than a 3 percent response – not bad considering that what you’re sending is essentially unsolicited email. Even if you are renting "leads" from well-qualified opt-in lists, the recipients have never heard of view (or learned about you) before. Most people consider this form of email spam. My advice is to either be content with a 3 percent response and email to a larger list, or find a different tactic. If you think your subject line is at fault, you can test varying the subject line in subsequent mailings. Be sure it includes a benefit, or at least explains a bit of what recipients can expect to find if they open the email.

Question: How do you get a customer so excited that they thank their maker for meeting you?

Charles in Waterford, Pennsylvania

Kim T. Gordon answers:

The best way I know is to uncover their needs with effective questions and then demonstrate through case histories (or by telling stories) how you have solved similar problems for other businesses or individuals. If the benefits of working with you or buying what you market are clear and you propose reasonable solutions to your prospects’ dilemmas, then they should be excited about the opportunity of buying what you sell. Demonstrate the passion you have for what you sell, and make it clear that customers can trust you and your company to carry through on your promises, and you’ll see a positive result.

Question: I have a degree in marketing, with no job in my field as of yet, but with life experience (I am 37 years old). My sister and brother-in-law own a computer networking and software training company catering mainly to other small businesses such as law firms, doctors offices, they teach courses at a local university, independently owned franchises, etc. My sister approached me with the challenge of putting together a marketing plan for their co., they already do a lot of networking within professional organizations and have done the trade show thing but seem to have come to a point where they are not growing at the rate that they should be. The company only employs the two of them. I want to try and get some ideas for an effective marketing plan for their company. Can you help me?

Jamie in VA Beach, Virginia

Kim T. Gordon answers:

I suggest you read "Planning Makes Perfect," and "Motivate Cold, Warm, and Hot Prospects," both posted here on this site. There are also dozens of other how-to articles that will help you in choosing tactics for your marketing plan. Just remember that marketing exists to support sales and should be fully integrated with ongoing sales tactics.

Question: I am launching a new sports marketing company with a title of "where sports marketing meets technology" since we have a search engine on our website that allows agencies, Fortune 500 co., etc. to browse and book a sports celebrity without ever having to call a celebrity's agent or representative. We do all the work for them. My question is: Should I pay a PR firm $500 for a national release to do print and radio distribution, or should I try to do this myself so I have their contact info for future follow up and other releases. The plus seems to be the reach, the negative seems to be the personal relationships. However, it would take me a considerable time and cost to have the type of reach they claim to have. The money is not a HUGE issue for me but I want to feel like I am getting a return? I would very much welcome your thoughts! Should I do both a PR firm and my own PR work?

Ward in Lexington, Kentucky

Kim T. Gordon answers:

I’m a little puzzled by your tactic. You seem to be taking the shotgun approach. For best results, your news and marketing information needs to get into the hands of the people who will be most likely to use your new service. A general press release is going to get buried. I suggest you focus your marketing dollars and efforts on identifying your best prospects and communicating with them by email, direct mail, print advertising and PR placements in the publications they read.

Melissa in Indianapolis, Indiana

Kim T. Gordon answers:

I think you know that the key to getting your agency off the ground is interpersonal contact. In other words, follow the typical business-to-business contact sequence: call, mail/visit, call. For starters, create a prospect list to contact by telephone. Set up appointments (even if that means you have to travel a bit on designated days of the week). In your meetings, look for ways to build relationships, while at the same time presenting a look at a few of your top models. After your initial meetings, you should contact your prospects periodically by telephone to follow up and send them a series of direct mail and email to produce sales over time.

Question: I ran my interior design consulting business from my home office for 5 years and have realized that my customers are mostly DIY women who need/want direction and not necessarily a full design service. So I decided to open a retail store and learning center where I will offer classes in DIY projects, and decorating, as well as have tools and supplies to support the classes along with decorative accessories and gift items. I have a large email and mailing list from my existing business and I am planning on using my website, my monthly e-newsletter, sending out postcards to my mailing list (500+) announcing the grand opening, placing ads in the local papers and will try to get the papers to do an article on the business. I also write a weekly column in a local weekly paper on decorating and am allowed to print my info at the end of the article. Do you think that I am doing enough to announce the new store or am I going in the right direction with my marketing? Could you suggest something in addition to my low cost marketing ideas to make the opening a huge success? I have some money to spend, but I don’t want to spend it if I don’t have to.

Lori

Salisbury, Massachusetts

Kim T. Gordon answers:

I’m so impressed with you, Lori! I think everything that you’ve listed is right on the nose. I’d like to see your email and postal mailing lists continue to grow, so be sure to offer strong incentives to register. Also, to build class attendance, I suggest having guest experts lead many of the classes. Then you can use the appearance of a celebrity or expert as a hook for publicizing each individual class or group of classes. For example, if one of your instructors has appeared on HGTV or written a book, you can send a special email invitation and direct-mail postcard using that person’s credentials to draw attendees. Keep up the great work!

Question: Embarking on a major promotion which will include follow-up phone calls using your much-appreciated tips. On checking the web for prospects, many times no "contact name" is given. I want to get to the decision-maker, but sometimes these companies are huge and the president really wouldn't want to talk to me about whether I can assist his company with secretarial support. Who should I try and talk to. Thanks for your help Kim.

Shirley

Hamilton, Ontario Canada

Kim T. Gordon answers:

Finding the right decision maker is often the hardest task of all – for everyone – so don’t be discouraged. The best thing to do is to determine the typical title of the person who might be responsible for making a buying decision. Then call each company and ask for the name of the person who fits that title. The next day, call and ask for the person by name. Once you have him or her on the telephone, use your three-part opener (see my articles on cold calling) followed by the question "Did I catch you at a good time?" Then ask, "Are you the person who is responsible for making a decision on...?" It’s time-consuming, but the very best way to find the right person in each company.

Question: I have about a 50% attrition rate for the members of my women’s health club. My question is, what are some sound ways to keep my members from quitting (retention)?

James

Hemet, California

Kim T. Gordon answers:

Here are a couple of ideas:

> Build a sense of community by getting your women members involved with each other and the club. Start with a monthly event, such as a healthy potluck or party that the members actively participate in by bringing food and even guests.

> Have special "bring a friend" days. Working out with a close friend or relative can make it more fun. Plus, these visitors may decide to join.

> Hold twice-yearly events, such as health fairs, and get your members actively involved in putting them together. For example, you might have booths or tables set up in your gym and have participating organizations, such as the American Heart Association, hand out information or give talks and demonstrations. Have your members extend the invitations to their favorite organizations and be the liaisons with these outside nonprofit groups. Other members can be in charge of refreshments or children’s activities. You get the idea.

> Be sure you hold classes on the latest fitness programs so there’s always something new for your members to try.

> Offer an on-site day care and play area so busy moms can work out knowing that their children are being supervised.

Question: My boyfriend has recently started a power window repair business. He has no storefront and is a mobile service. How do we get his business name out there? He has bought advertising through the local newspaper, magnetic car signs, road signs, etc. However, has not received many calls. It has been over a month and has only received four jobs. What other methods of advertising can he do that doesn't involve investing a lot of money as he needs to be making it before he can spend it on more ads. We of course are handing out business cards, and word of mouth, but being a sole proprietor is having it's share of depression right now and we need some advice as to how to get this business off the ground asap.

Linda

Pinellas Park, Florida

Kim T. Gordon answers:

Getting a new business off the ground can take some time. Based entirely on your note, it would appear that your boyfriend has the kind of service that people tend to think about only when they need it. So if his budget is limited, he should confine his marketing to the "search corridor media" people use when they are actively looking for the service he provides. That means he should place advertising in directories both online and in print, as well as use local paid search on the major search engines, such as Google and Yahoo. As his business grows, he may want to invest in other forms of media that build name awareness, such as outdoor advertising, so that when someone does have an immediate need and goes to a search corridor media vehicle, they’ll choose his company vs. the others because its name will be familiar to them.

Right now, he should also consider direct selling to property management companies that are responsible for maintaining large rental communities.

Gary

Syosset, New York

Kim T. Gordon answers:

As a start up company, it will take a bit of time for you to demonstrate value. Since you haven’t elaborated in your e-mail, I don’t know what specific services you offer or why they are valuable to Realtors. Since most real estate companies offer a wide range of marketing support to the agents, often at an extremely affordable cost, you may be bucking the system. If what you offer is purely web based, however, it’s possible that agents who have been hesitant to put up their own sites because of a lack of technical knowledge or simply time, will see the benefits to having a turnkey site provided for them. If that is what you offer, your goal must be to get in front of the agents in sales meetings and walk them through demos. Just be sure your pricing is extremely attractive and that the site content can be easily changed by the agents.

Question: We recently created a new foundation with the sole purpose to educate the public on the benefits of Chiropractic Care. Our web site can provide more detail - but we want to know how best to begin to market to the 57,000 licensed doctors in the USA the reasons it is important that they contribute to the Campaign for Chiropractic - which in essence is their Campaign. Any suggestions on how to get the doctor and the public involved on a start-up budget - we want to place national advertising but that will take money - what do you see as the first steps that will provide success to the F4CP?

Gene

Harrisburg, Pennsylvania

Kim T. Gordon answers:

The best way to get people excited about something is to get them involved! After looking at your website, it’s clear that you’ve made a terrific start in getting association endorsements and initial media information placed. Don’t overlook the necessity for "selling" your idea of a public awareness campaign to chiropractors nationwide. I suggest you arrange to have a high-level speaker at every national association meeting of the profession, and in as many state-wide meetings as possible in the next 12 months. The talk should announce the campaign, get people "fired up," and sign up as many participants as possible. Get people involved by forming statewide committees or a national "advisory council" that you can interact with via e-mail and special section of the website. Also, a direct campaign with at least three mailings to all licensed chiropractors seems essential.

Patrick

Scottsdale, Arizona

Kim T. Gordon answers:

There are lots of great reasons to put one’s picture on marketing materials. It makes sense, for example, to include your photo on your business card, since that will help people to remember you. I have my photo on my own business card because I make television appearances and give seminars. Having my photo on my card lets potential clients have a look at me even though we may not meet face-to-face. That said, I think your direct mailing it is an entirely different kind of marketing opportunity. You should use it to answer the prospects’ question "What’s in it for me?" If using a photo of a home will do that, then it’s a better choice.

Question: I'm very confused at this point. I've decided to become an entrepreneur. I am anticipating starting a temporary employment agency, which would provide services in the following areas: healthcare, outsourcing, industrial, home care, cleaning and office. The problem I am currently facing is which area I should be focusing on first. I do not have a lot of funds to work with at this time. I want to start getting contracts between now and March 2006. Currently, I am researching the various competitors and asking questions, but I am not getting anywhere. Can you help me?

Jannette

Toronto, Ontario

Kim T. Gordon answers:

I suggest you try to answer two questions. First, which area will provide the shortest route to immediate income? In other words, try to determine if there is a greater need for temporary help to provide healthcare vs. home care, for example. Next, try to figure out which of the areas have the most heavily entrenched and successful competition. I’m not suggesting that you look for an area in which there is zero competition – that may simply reflect a niche that’s deemed unprofitable, or may require you to invest too heavily in order to create a perceived need – but it will be easier if you can specialize in providing temporary help within an area that isn’t overly saturated by competition.

Question: I need insight on presenting my workshops and training to small businesses, and my service to authors and artists. Should I do postcards, rent a mailing list or advertise in newspapers in the target area?

Pam

Southfield, Michigan

Kim T. Gordon answers:

Do you have a well-developed e-mail list of your own? If so, I suggest using a combination of e-mail and newspaper advertising. However, e-mail to rented lists is performing rather poorly right now, so if you don’t have your own e-mail list, you might want to rent one for direct mail instead. Bear in mind that a positive response to direct mail is about 2.75 percent, so you have to send quite a large mailing in order to create a strong turnout. And that can get expensive. So, another way to go about this would be to partner with associations or civic groups in your area that have their own e-mail membership lists. Then you can promote jointly using their lists. That way your e-mail won’t be kicked out as spam, you won’t have the high cost of direct mail, and you’ll reach a qualified audience. The newspaper ads can be used to reach the larger small business community, provided you choose the best-targeted ones and advertise in the right sections.

Question: I am a computer technician working for a high tech company. I have 13 years of experience from hardware to software. I want to start a computer shop that I can support on-site. My clients would be small businesses like medical offices, real estate and other small companies etc. How do I approach individual businesses to offer my service?

French

Beaverton, Oregon

Kim T. Gordon answers:

Once you have set up your company both legally and financially, you’ll be ready to create a family of sales and marketing tools. They should create a unique image for your business and work together as a cohesive group to communicate the benefits of choosing your firm. Then you can identify prospect companies within your targeted niche markets and either contact them first by telephone and follow up by mail or e-mail, or, if your list is quite large, you may choose to send an initial direct mail piece and then follow up by phone.

Question: My husband and I purchased a small towing company 18 months ago. We have several local shops and dealerships that we currently work for along with some fleet work and motor clubs. We have been trying quite unsuccessfully to expand our reach to individuals, which includes a large, color yellow page ad, the only one in our area and we still haven’t seen much of an increase. We deliver a far superior service than our competitors including 30-minute ETAs & a free ride anywhere in town. Our drivers are uniformed, highly trained, professionals. Any suggestions to expand our business both to individuals and local shops would be greatly appreciated.

Kathy

Stuart, Florida

Kim T. Gordon answers:

Targeting individuals may be problematic, because the kind of service you offer is one that most people don’t spend much time thinking about until the moment they need it. Many people obviously plan ahead by purchasing vehicles that have roadside assistance programs or by joining motor clubs – and this is why contracts for fleet work and with motor clubs should remain your bread-and-butter. I suggest you look for any opportunities to build sales from that target audience. On the other hand, individuals with an immediate need who are not affiliated with any type of roadside assistance program will turn to search corridor media to find a towing service and make an instant decision. So for that reason, your Yellow Pages ad makes a lot of sense. But beyond that, I would not suggest anything other than additional search corridor media, such as online local paid search or online directories.

As for reaching the shop owners, initial contact should be made using sales tactics. Pay a sales call on each of them individually and provide them with a stack of business cards and cardholders for their counters. You might also set up a reward program to give them an incentive to recommend you.

Question: Our prepaid legal service is offered for a monthly fee, for when you need a lawyer for phone consultation, letters, contract pre-screening, traffic court, and much more. I’d like to know the best way to reach out and build my business.

Ralph

Fayetteville, North Carolina

Kim T. Gordon answers:

It seems from your question that you are targeting consumers and that you have a fairly wide prospect base. Since your goal must be to become something of a household name in your market area, the media that you might choose could include a mix of cable TV spots, outdoor advertising such as billboards and bus benches, radio advertising, and classified newspaper ads.

Question: I am a student at Louisiana State University. I currently am enrolled in a marketing class and our teacher has given the class a list of his top five most important factors for personal marketing. Since I plan to open a small business when I am done with school I was wondering if you could tell me what you think the 3 most important marketing factors while running a small business are?

Brian

Baton Rouge, Louisiana

Kim T. Gordon answers:

Once your small business is up and running, three of the most important marketing elements are:

1. Understanding and anticipating the needs and wants of your customers.

2. Presenting the benefits of your products, services, or company in a way that answers your prospects’ question, "What’s in it for me?"

3. Creating a distinct value proposition that becomes an essential component of your long-term branding effort. In other words, knowing what separates your business from that of its competitors and helping your customers understand how that difference will benefit them.

Will

Hattiesburg, Mississippi

Kim T. Gordon answers:

It sounds like you have a wonderful concept and service. Is there any way that you can get key decision makers to "experience" the training sessions first hand? In other words, you can probably talk about this until you are blue in the face, but until someone sees your training in action they’ll still be skeptical. If you have a training session that’s scheduled for an upcoming date, I suggest you invite key decision makers to sit in for brief periods of time. Of course, this will take a bit of selling, but provided you contact them by letter first, then phone you should be able to build sufficient interest to get them to "pop in" across town. I also suggest that you work hard getting some PR coverage for your innovative approach and goals. I should think the local newspapers would be very interested in what you do. Once you secure coverage, you can send copies along with your sales letters.

Robert

North Bergen, New Jersey

Kim T. Gordon answers:

Most magazine advertising rates are based on circulation and/or the qualifications of the readership. Contact the media you’re considering using and ask them for their "media kits." These are the standard sales tools publications and other types of media use to sell and should include their rate cards and editorial calendars as well as any readership studies and circulation figures. As for where you should advertise... with such a limited budget, it’s essential that you place your initial advertising online (since yours is a web-based business) where prospects who are already looking for the kind of clothing you sell will find you. The most obvious media choice would be paid search advertising with the major search engines.

Question: My wife and I have a website which has seen some growth in sales. We want to expand the business but have seen prices drop, margins fall and on-line advertising costs increase. What is the most effective form of marketing which we can undertake? Should we look towards niche products and markets? Please help.

Ravi

Reading, UK

Kim T. Gordon answers:

This is an extremely complex question. I would need to evaluate your Web site to see if there are any barriers to sales. I would also want to know how your prices compare with your online competitors and how easy and convenient your site is to use. Another important question is whether you offer incentives, such as free shipping. Do you communicate regularly with past purchasers, offering special discounts and sales? Since you are located in the UK, how do you handle U.S. sales? All of these elements, not to mention the overall design and copy used on your site, can make or break your online sales. I can’t say whether you should offer niche products or go after niche markets without having all of this information first.

As for your marketing question, the most effective forms of online marketing :

1. Reach new prospects when they have already identified a need and are actively searching for what you sell, 

2. Involve creating e-mail programs targeting existing customers to bring them back for more. 

Once you have those programs in place, you should also consider advertising on sites your prospects visit which carry content that's related to the types of products you sell.

Jennifer

Madison, Wisconsin

Kim T. Gordon answers:

Since this is a new business and you need to build a customer base, I suggest you use home parties to spread the word. For this, you might focus on women prospects who fit your target audience profile. To build a customer base and word-of-mouth quickly, ask a woman who is a past client and who fits the profile of your best prospects (an affluent consumer) to host a heirloom book party in her home. She should be prepared to invite 8 to 12 women friends. It’s up to you to provide the refreshments and to create fun and interesting activities for the party that help people to lay a groundwork you can build on to create their individual heirloom books. For example, you might ask party participants to come prepared with a short story to tell about their family or the event they want to commemorate, along with pictures to share with the group.

Question: How can I motivate the real estate agents I currently have to do more sales. it seems like they are happy with one transaction a month and doing other sales like vitamins and stuff instead of concentrating into their real estate careers.

Flor

Santa Ana, California

Kim T. Gordon answers:

To set up a more competitive environment, take a two-pronged approach. Begin courting top agents who are with other real estate companies, and at the same time establish a minimum sales requirement for your agents. That way you can weed out the least productive people while bringing in more motivated and active agents. In addition, provide special perks to your top agents and have a monthly sales contest.

Question: What type of advertising works best for a residential window cleaning business? I do have currently about 80 clients who are mostly over the age of 55. I appreciate any help.

Larry

Rancho Cordova, California

Kim T. Gordon answers:

Studies show that consumers age 50-64 are reached very differently than seniors 65 plus. So it would be helpful to know which of those categories your particular customer base falls into. For example, consumers age 50-64 are big Internet shoppers and likely to seek in-depth facts and information there, so you should consider using a paid search campaign to increase leads. Local pay-per-click advertising is much less costly than national and it will drive traffic to your Web site. If you don’t presently have a Web site, Yahoo! provides local paid search advertisers with their own Web pages. As for reaching seniors, you’ll find that testimonials and word-of-mouth work well, so a referral program that offers incentives would be a good tactic for building business from this target group.

Lisa

Stone Mountain, Georgia

Kim T. Gordon answers:

Lisa, I strongly suggest you assemble an influential board of advisers. Draw from the most affluent and successful business people in the surrounding metropolitan area. You’ll have to approach them individually and present the merits of your group. Look for individuals who may already have a predisposition toward your cause either for personal or business reasons, such as individuals in firms with missions related to yours. If you have a well-known individual who is closely associated with your cause who can make these contacts for you, so much the better. Also, you may want to have a couple of people on this board who are related to patients you’ve already helped through your organization. Once you assemble your advisory board, they will be the core group to spearhead fundraising events that raise recognition as well as money.

Question: I am active duty military and I have been working a small and unsuccessful business for over two years. I am now ready to get serious with it but need some guidance on the direction my marketing plan should go. I operate only one of two web sites that advertise homes for sale and rent near military communities. My Competitor is very successful, although they only offer home advertising. I am about to launch a new site with a lot of content, tools tips and advice, member real esta