Good morning for those of you reading in the US – it’s Monday morning! I am the author of the above title and I like to hold a daily virtual book reading by posting up a passage for your consideration. Today is a missive on promotion, marketing and advertising.
Harry Brelsford, CEO at smb nation www.smbnation.com
Microsoft Small Business Specialist SBSC, MBA, MCSE, MCT, MCP, CNE, CLSE, CNP
PS – did u know I host a technology conference in the New York City area each spring? Save the date for March 6-8, 2009 and watch “voice meet data” in the SMB space!
PPS – my SBS 2008 book will be out in mid-November 2008!
PPPS – my Microsoft Response Point Primer book is here NOW!
With basic identification of markets behind you, it’s time to shift your thinking about how you will go out and get the business. Any worthy business plan demands a bona fide marketing section that details how you plan to solicit business. In this section, it’s important to step outside your own world with your own biases and try to look objectively at promotion, marketing, and advertising. Remember that an excellent mission statement doesn’t mean much if you have no sales. You need an effective marketing plan that isn’t so costly that you end up being unprofitable.
That last point is very important. Many eager SMB consultants print good-looking color brochures and business cards and buy expensive telephone book advertising before they’ve earned one dollar.
In the Finder section of the book, I’ll point you to a wealth of free marketing avenues, such as press releases and existing client referrals.