Right Tool for the Right Job Six Different Ways to Get Your Business Known
Right Tool for the Right Job Six Different Ways to Get Your Business Known
[NOTE: Some words in this article may have been disguised to avoid triggering sp*m filters.]
If you’re like most people, you started out in your business with an idea of creating something, a dream of making lots of moola with it, and a desire to help people with it. You then toil to make this idea a reality by developing it, testing it, making it, and then… it sits. It’s only then do you realize that… your work hasn’t even begun yet.
You have to get the word out about your business. Without knowing how, you start grabbing at tactics like straws in great hope of causing a clamor of customers lining up at your door.
Taking action is great. BUT do you know what job really needs to be accomplished and the right tool to achieve it?
To make your action and business a success, here are the major ways to get your business word out, what they do, and what you should and should not expect from them. They are in order of the b*ggest b*ang for your b*uck.
1. Branding - Define Your Communication
Branding is the process of creating precise and pin-pointed communication of your business (product or service), the value for which it stands, and the feeling customers consistently get from it.
In addition to giving you clear communication of your business’ value and uniqueness, branding provides you a set of rules, a bible, to follow. It also enables all other methods to be united and at their most effective.
NOTE: Branding is NOT a conceptual practice. In fact, it’s the act of turning the concept of your business idea into a solid commerce-driven experience. Just think about the brands you buy everyday. Branding is easy to do, if you have a process to follow.
2. Marketing – Connect to Eye-balls
Marketing is the act of taking a specific product offering out to as many people as possible in a way that elicits their attention and makes them eager to buy. In establishing the frequency of delivery you make sure they see your offer over the hundreds of marketing messages they see everyday without tipping the scale so far they tune your business out.
There are 3 main types of marketing:
Undifferentiated marketing, which assumes everyone is the same and aims a particular product at everyone. Sometimes referred to as a shotgun approach.
Differentiated marketing, which aims the product at specific segments in the market. Often referred to as defining a target market.
Concentrated marketing, when the message is aimed at just one small market. Often referred as finding a niche.
NOTE: Marketing does NOT define your business’ uniqueness, nor does it establish your credibility. Rather it is a set of systems based on a set of decisions. In order for your marketing to be it’s most effective, you have to have something solid to base those decisions on— your set of rules.
3. Public Relations - Enlist Big Mouths
PR is the art of influencing public opinion using the presentation of a client's image, message, or product through exposure in the media.
Depending on how big you want your business to be (either in revenue, size, or impact), at some point you will want help in extending your reach and establishing credibility.
NOTE: The role of PR is NOT to define your business. Its action is to get the media’s assistance in amplifying what you have already defined. But you have to define it. Again, a set of rules is an invaluable asset. PR is a great way to assist with credibility. It should not be confused with publicity.
4. Advertising - Toot Your Horn
Advertising is the practice of creating specific campaigns to attract public attention to a product, service, or company. By means of paid announcements you affect perception or arouse consumer desire to make a purchase or take a particular action. Often this is done through the medias of radio, magazine, newspaper, or television. In fact, the media was invented as a vehicle of advertising.
While glamorous, advertising is often cost prohibitive for businesses just starting out. Without a significant long-term money and time commitment, it will prove unsuccessful and… painful.
NOTE: Advertising is NOT a quick fix way into the marketplace. Its action is to get attention and gain credibility by repeated exposure. Following a map will assure you are going in the right direction over the long haul.
5. Publicity – Make a Spectacle
Publicity is a tool of public relations focused on generating editorial media coverage for a company and/or its products, often done through press releases and community events. The best publicity causes a public commotion; often bad publicity gains more attention than good.
6. Promotions – Spread the Word
Promotions is the routine of getting your business seen. This is often accomplished by imprinting your logo on a pen, keychain, Frisbee or water bottle or by sponsoring specific events. Partnering with another business will spread out the costs as well as your reach.
Now that you truly understand the tools available to you and know the most beneficial order to proceed with them, you can rest assured that you can effectively get the word out about your business and have customers lining up at your door with moola in hand.
© Castle Montone, Limited
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can. Simply include this blurb with it: “Brand Visioneer and BrandU Co-founder, Kim Castle teaches entrepreneurs and small business owners how to turn their business ideas into a money-making marketable brand. If you want to experience clarity all the way to the bank™, get started now at http://www.brandu.com/rd.cfm?id=743"
Right Tool for the Right Job Six Different Ways to Get Your Business Known - To learn more about this author, visit Kim Castle's Website.
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Right Tool for the Right Job: Six Different Ways to Get Your Business Known By Kim Castle & W. Vito Montone, BrandU®
[NOTE: Some words in this article may have been disguised to avoid triggering sp*m filters.]
If you’re like most people, you started out in your business with an idea of creating something, a dream of making lots of moola with it, and a desire to help people with it. You then toil to make this idea a reality by developing it, testing it, making it, and then… it sits. It’s only then do you realize that… your work hasn’t even begun yet.
You have to get the word out about your business. Without knowing how, you start grabbing at tactics like straws in great hope of causing a clamor of customers lining up at your door.
Taking action is great. BUT do you know what job really needs to be accomplished and the right tool to achieve it?
To make your action and business a success, here are the major ways to get your business word out, what they do, and what you should and should not expect from them. They are in order of the b*ggest b*ang for your b*uck.
1. Branding - Define Your Communication
Branding is the process of creating precise and pin-pointed communication of your business (product or service), the value for which it stands, and the feeling customers consistently get from it.
In addition to giving you clear communication of your business’ value and uniqueness, branding provides you a set of rules, a bible, to follow. It also enables all other methods to be united and at their most effective.
NOTE: Branding is NOT a conceptual practice. In fact, it’s the act of turning the concept of your business idea into a solid commerce-driven experience. Just think about the brands you buy everyday. Branding is easy to do, if you have a process to follow.
2. Marketing – Connect to Eye-balls
Marketing is the act of taking a specific product offering out to as many people as possible in a way that elicits their attention and makes them eager to buy. In establishing the frequency of delivery you make sure they see your offer over the hundreds of marketing messages they see everyday without tipping the scale so far they tune your business out.
There are 3 main types of marketing:
Undifferentiated marketing, which assumes everyone is the same and aims a particular product at everyone. Sometimes referred to as a shotgun approach.
Differentiated marketing, which aims the product at specific segments in the market. Often referred to as defining a target market.
Concentrated marketing, when the message is aimed at just one small market. Often referred as finding a niche.
NOTE: Marketing does NOT define your business’ uniqueness, nor does it establish your credibility. Rather it is a set of systems based on a set of decisions. In order for your marketing to be it’s most effective, you have to have something solid to base those decisions on— your set of rules.
3. Public Relations - Enlist Big Mouths
PR is the art of influencing public opinion using the presentation of a client's image, message, or product through exposure in the media.
Depending on how big you want your business to be (either in revenue, size, or impact), at some point you will want help in extending your reach and establishing credibility.
NOTE: The role of PR is NOT to define your business. Its action is to get the media’s assistance in amplifying what you have already defined. But you have to define it. Again, a set of rules is an invaluable asset. PR is a great way to assist with credibility. It should not be confused with publicity.
4. Advertising - Toot Your Horn
Advertising is the practice of creating specific campaigns to attract public attention to a product, service, or company. By means of paid announcements you affect perception or arouse consumer desire to make a purchase or take a particular action. Often this is done through the medias of radio, magazine, newspaper, or television. In fact, the media was invented as a vehicle of advertising.
While glamorous, advertising is often cost prohibitive for businesses just starting out. Without a significant long-term money and time commitment, it will prove unsuccessful and… painful.
NOTE: Advertising is NOT a quick fix way into the marketplace. Its action is to get attention and gain credibility by repeated exposure. Following a map will assure you are going in the right direction over the long haul.
5. Publicity – Make a Spectacle
Publicity is a tool of public relations focused on generating editorial media coverage for a company and/or its products, often done through press releases and community events. The best publicity causes a public commotion; often bad publicity gains more attention than good.
6. Promotions – Spread the Word
Promotions is the routine of getting your business seen. This is often accomplished by imprinting your logo on a pen, keychain, Frisbee or water bottle or by sponsoring specific events. Partnering with another business will spread out the costs as well as your reach.
Now that you truly understand the tools available to you and know the most beneficial order to proceed with them, you can rest assured that you can effectively get the word out about your business and have customers lining up at your door with moola in hand.
© Castle Montone, Limited
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can. Simply include this blurb with it: “Brand Visioneer and BrandU Co-founder, Kim Castle teaches entrepreneurs and small business owners how to turn their business ideas into a money-making marketable brand. If you want to experience clarity all the way to the bank™, get started now at http://www.brandu.com/rd.cfm?id=743"
Right Tool for the Right Job Six Different Ways to Get Your Business Known - To learn more about this author, visit Kim Castle's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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