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Small Business Techniques

Marketing Money and Media Costs

Marketing Money and Media Costs

An English proverb says “If wishes were horses, beggars would ride.” Your marketing wishes mean nothing until you pay the money to make them happen. Good marketing balances communications effectiveness with the money you have available to spend – the best deal for your budget. So let’s talk about what your budget should be, and […]

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Social Media: Opportunities to be Found

Social Media: Opportunities to be Found

Social Media is the place buyers will find your business, and that’s the way they like it! So if you want to find new customers, enable them to find you, in the media where they look. Buyers prefer searching for you rather than responding to your cold call, and will often be close to their […]

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Smart Marketing Money: Choosing Media

Smart Marketing Money: Choosing Media

Choosing media is like the mosquito flying over the nudist colony: “so many choices; so little time!” The marketer groans “so many media – so little to spend!” This is the dilemma of small business market communications. One approach would be to choose the cheapest media, but you want your spending to be effective too. […]

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Website and Media: Your Front Door and Path to Get There

Website and Media: Your Front Door and Path to Get There

Did you hear about the small business that had no website? No, you probably didn’t! And even if you did hear their name, with no website there was no way to check it out. So you moved on to some other company that made it easy for you to get to know them. For example, I […]

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Integrated Market Communications: “Hey World – Find Me!”

Integrated Market Communications: “Hey World – Find Me!”

Don’t believe the old saying “Build a better mousetrap and the world will beat a path to your door,” because it implies the product sells itself. It assumes the world will find out about your mousetrap, understand the benefits, believe you can deliver them, and believe the benefits are worth as much or more than […]

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Sell the Business, or Sell Its Assets?

Sell the Business, or Sell Its Assets?

Business owners usually assume they will sell their whole business, but buyers may choose to purchase only the business assets. According to a recent ABA study, 87% of business sales were asset sales. Buyers look at the business like a coconut: it has a husk, and inside that some meat, and at the core some […]

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