Enjoy the TD

“We are going to see small businesses that were marginal go out of business…We’ve never seen sales trends as weak.”

William Dunkelberg, chief economist of the National Federation of Independent Business, stated this bleak quote in a recent Wall Street Journal article detailing how poorly some small business owners are fairing in this economic downturn.

It’s certainly a frightening time for many of us who may have a great product or service but are watching our customers reduce orders or go out of business.

It’s possible to effectively market during this crisis, but the bottom line is getting the sale and getting paid, two components that, depending on what you sell, may be a two-part process.

Here are some options.

Market your Web specials. Get customers to your Web site by creating a special page where they’ll find premium information or exclusive reports. Include links on that page to other areas within your site that encourage sales.

Market your on-site education. Clients want to know how others within their industry are finding business. Your presentations act as an interactive white paper, providing snippets of problem-solving examples that are revealed through your paid expertise.

Market other uses for what you sell. This information is distributed on postcards, your Web site, special announcements, in articles, and other places where prospects and clients read news and bulletins.

During this critical time, it’s important to decide how to position what you sell as a must-have commodity and then take action promoting it.

What actions have you taken to guide your business through these challenging times?

This objective is not good something like a farm connection, which tries, to only promote something products and services at the Internet. Rather it is a complete participant marketing enterprise plan, the ways you through& nbsp; the complete Prozeßschrittweisee.

Verizon, the communications giant, recently won a $33.2 million judgment in a case against a cybersquatter who registered many Verizon-like domain names.

The story, published on December 26th in The Wall Street Journal, states that more than 600 names similar to Verizon’s infringed on its trademarks.

The domain name registrar didn’t appear in court, so the case was a default win, though Verizon may not collect on the judgment.

Still, this suit brings attention to the misspellings that potential customers type when searching for your company and product or service type.

Are your business name’s letters easily transposed, delivering customers to a non-existent site that may soon be registered by another firm? (Example: not everyone remembers “I before E except after C.”)

Does your business name include a singular or plural word where the “S” might be added or omitted? (Example: Typing “Web Site” rather than “Web Sites.”)

The small investment cost to register domain names that are parallel or similar to your own guarantees that potential buyers arrive at your site and not into the hands of squatters.

Consider these registrations as part of your smart marketing tactics before New Year’s Day.

Your marketing message may not be producing the desired results for a reason often overlooked:

…as many as 90 million Americans have inadequate literacy and numeracy skills,”…

That’s according to an unnamed study mentioned last year in The Week.

The study focused on the inability of many Americans to understand nutrition labels posted on food and beverage containers.

The same may be true for the information you distribute as part of your marketing plan.

I once read that sentences structured for the general population are best written on a sixth grade level to ensure that the message is clearly understood.

Basic language gives prospects and clients more confidence during the buying process.

Look at your marketing messages. Are they filled with confusing words or jargon-filled text?

Restructuring your materials in 2009 for clearer communication may bring better results in less time.

Sometimes you must come from behind your desk and do something different during the work day, and that’s what I did yesterday.

At 3:00 pm, I boarded a bus for New York that’s steps from my office.

I arrived on 42nd Street to see the mannequin on the left marketing New York t-shirts, Year 2009 glasses and other souvenirs.

After passing the bobbleheads marketing sports products in the store at the corner of 42nd and Broadway, I caught the Q train to Union Square (12th and Broadway) where lots of merchants are set up in tents selling everything from clothing to accessories to paintings and hot apple cider and lots of leftover Obama for President merchandise.

This is an area where no marketing chants are heard, but there’s lots of eye candy that encourages you to come over.

The tents are tightly wound around the park, and it keeps the wind out and warm feeling in.

Back to the train, this time the R line up to 34th Street and Herald Square where Macy’s is a familiar fixture.

The small park across the street from Macy’s is decorated with lights around the trees and lights above your head that blink to resemble falling snow.

People are everywhere holding each other arm in arm and holding lots of bags. There are also many people taking pictures of each other and the scenery.

I walk back to 42nd Street, passing illegal street vendors selling knock-off Prada and Gucci handbags. Their marketing consists of a ground tarp and a display that lets you easily see each bag. The light from the electronics store across the sidewalk provides lots of light.

I arrive at Bryant Park (42nd and 6th) just in time to see the frozen fountain and Citibank marketing themselves on a tall banner. Like Union Square, merchandise tents also line this park.

Knitted sweaters and caps, children’s toys, and hot chocolate catch my eye. The latter markets itself through a fragrant aroma.

My fingertips are chilled, and it’s time to take the bus back through the Lincoln Tunnel.

During the 90-minute ride, I read a book and think about the visuals and how they create marketing appeal.

Sometimes it’s great to get out of the office and do something different during the work day.

Happy holidays.

It’s easy to become submerged in one area of business and not explore other opportunities. That one habit can take you out of the promotional spotlight and doom your business to go quietly out of business.

I was reminded of this as I began reading Get Slightly Famous by Steven Van Yoder, a book I borrowed from a local library and one that I encourage you to read.

The first 12 pages will renew your motivation to market every month, and this is the perfect month to get back on track for 2009 if you haven’t already prepared a plan.

There is so much open to you to increase business through free marketing opportunities and low-cost connections.

Distributing press releases
Treating reporters to lunch
Collaborating with non-competing businesses
Social media connections
Speaking at local and national events

Are you able to concentrate on one of these options or another that’s brought you notoriety and sales in past years?

I admit that even though I constantly talk about marketing, there are times when lags and holes in my own schedule occur, and I’m not ashamed to say it. However, I know that with each new day, I get another opportunity to do better, to make a connection, to be mentioned on the air or in print.

The same is true for you.

By day’s end, I’ll have sketched a 12-month marketing plan that will change as the year progresses but will not be derailed.

What part of your plan has you baffled? State it here, and let’s work together on solutions.

Planungsereignisse. Das ist, was es für mich tut. Es ist diese Sache, die gerade… in mir ist. Die Checklisten, die Telefonanrufe, die Terminplanung, der Dekor…, die es ganz zusammen gekommen und dann an schauend, jeder aufpassend, sich zu amüsieren sehen. Ich erhalte unermessliche Zufriedenheit von ihr. Ereignisse zu planen ist nicht etwas, das ich mich entschied, für eine Karriere zu tun, obgleich von Zeit zu Zeit, sie anzieht, um ein Projekt zu haben, zum an zu arbeiten. Die meisten uns haben „eine Sache.“ Es ist eine „diese Sache“ wir genießt wirklich zu tun, aber aus welchem Grund auch immer, ist unterschiedlich als, was wir in unseren Karrieren „tun“. Einige von uns sind genug glücklich, ein Teil unserer „Sache“ zu haben, die in unsere Karriere enthalten wird, und es gibt sogar einige heraus dort, die „tun“ ihre „Sache“ für ein Leben erhalten. Sie sind wirklich gesegnet. Jetzt bin ich nicht sayng, das ich nicht genieße, was ich tägliches tue, oder das genießen Sie nicht, was Sie tägliches tun. Hoffnungsvoll genießen Sie Ihr Geschäft sehr viel, weil das eine große Rolle in Ihnen seiend gut an ihm spielt. Aber ich fordere Sie heraus, tiefen Abstieg zu erreichen und an diese „Sache,“ denken, das Sie pflegten, um das dieses Handeln zu lieben Sie einfach haben gehabt Zeit oder Gelegenheit für nicht als vor kurzem. Sobald Sie sie identifizierenen, geben Sie sich ein Weihnachtsgeschenk, und bilden Sie Zeit, es zu tun. Es liefert Ihnen unermessliche Freude, Inspiration und Invigoration. Es imist Begriff, ein nagelneues Jahr zu sein. Beginnen Sie eine neue Gewohnheit… von altem etwas. Auf einer ähnlichen Anmerkung verbrachte mein guter Freund und Kollege Jason-Greif drei Jahre als der Morgenerscheinenwirt des Adlers 93.9. Es ist zwei Jahre seit Jasons letzter Radiosendung und dieser Dienstag gewesen, die er noch einmal den mic als Gastwirt „der Morgen-Sitzung“ auf KFRU nimmt. Ich bin bereit, zu wetten, dass, wenn Sie Zeit nehmen zu hören, Sie entdecken, dass was es ist, zieht das Herrn Griffin an. Und Sie werden vermutlich wirklich enjoyy es, auch.

While it is applicable the fact that the present economic situation causes consumers to be more economical does not mean those that people stop, to buy which they need. 2009 probably sees few luxury purchases, with a tendency of the maintenance of the status. quo. But consumers still pay for individual parts, or services, which feel them them, need, particularly if they believe that there is a high stage of the quality. Thus do which does this means for your business? It means that those business, which guarantees finds their products or services with their customers to lastingness and perhaps even growth is cooperating during this flattening relating to market conditions. Those, with which advertisement are speaking there for years been - cross talk with the customer in the language of the customer, which is most important to the customer. They are not interested that your product award winningsicherheit „has, “, but they are interested that your product was considered safe for its family. They are not interested that you were „in the business for 25 years, “, but they are interested that you have stability to protect to their purchase. And they are not interested, if your product too „all lowest price of the time is, “, but they are interested, if the product does, what it assumed, over to do and lasts. Hearing on your customers was more important never. Put to quality product at the disposal, those from the necessity it being, and you can find straight that your business can grow, where others cannot.

Last weekend I visited my favorite flea market located at the Meadowlands, directly in front of Giant Stadium.

It costs nothing to enter, and the walk up and down aisles serves as both exercise and a visual explosion of sights, sounds, and money transactions.

You’ll also hear lots of marketing messages from vendors wanting to turn browsers into buyers.

“Right here - 6 bags of seafood for $20.”
“Wallets are just $5. Take a look!”
“$1 for all gloves and scarves. It’s getting cold, people!”

The pitch at the end of the first aisle attracted me most.

“3 sweaters for $5. 3 for 5.”

I looked at sweaters and blouses on two tables. “Not a bad selection,” I thought. Then I looked over my right shoulder and realized that the real sweater selection was in rows of boxes lined up on the ground. It was a massive collection.

I stayed for about 45 minutes, searching through each box as the cold air numbed my fingertips, choosing sweaters I considered attractive.

Before paying, I gazed at the boxes and wondered how the owner got the merchandise. It had to be a real lesson in being in the right place at the right time, so I asked him as I paid for my items.

The owner told me about:

His connections with a wholesaler.
How he sets prices.
The additional merchandise in his truck (he showed me brand-name jewelry not yet out on tables).
Other locations where he markets and walks away with fistfuls of cash.

No one had probably asked him these questions, which may have made him comfortable about sharing his techniques. I also assured him, beforehand, that I was a businesswoman and author who’s always interested in “how it’s done” and not a person looking to compete in his market.

I walked away not only satisfied with my purchase but also pleased to learn how someone else finds and markets goods. I even asked for his telephone number just in case a person in my circle is interested in buying wholesale from him.

It’s wonderful to get spontaneous lessons from businesspeople who are marketing wherever you happen to be, especially at flea markets where marketing ideas are found down every aisle.

How often do you review marketing triumphs? I bet not as often as you remember the defeats.

It’s a shame how wicked the mind can be, bringing up old memories of things that went wrong. But you can change that so all of your successes are squarely positioned to fortify upcoming hurdles.

Here’s what to do, and do it today so you can continue believing in your abilities. Set aside 20 minutes this morning to start the process.

1. Get paper and pen. The paper can come from your printer, or it can be white or yellow lined.

2. Start writing down every triumph you can remember. It doesn’t matter how small or grand. Documentation is the key.

3. Search file cabinets, Palms, and folders to find more for your list.

4. Smile and remember how great you felt as you write down each triumph.

5. Post the list by your computer or wherever you will see it daily.

This list, which you’ll expand as often as possible, creates a foundation for more success.

Do not allow your mind to tell you that this exercise is corny, not needed (because the mind will remember for you, which it won’t), or self centered.

Millionaires keep such lists in their offices to remind them about triumphs whenever setbacks occur or their own minds try to talk them out of great deals, so the same activity will fortify you.

I’m not suggesting this without completing the task myself. I have plenty of mind demons that remind me about grade school bullies and trade show exhibit failures and being rejected to speak at huge events. Now I’ll turn to my list and say, “So what? Look at what I’ve accomplished.”

Every piece of your marketing plan won’t work, but most of it will. That’s what counts, and those triumphs are to be added to your list.

Get it done today, and challenge yourself to accomplish more on a larger scale. That’s the type of momentum you deserve.