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Finding Clients in a Down Economy

Written by: Karen Scharf

Article Overview: I don't want to get into a discussion of whether or not the economic sky is falling, whether the "recession" is real or imagined, whether it's your "thinking" that is keeping your business from growing. The fact is, many of the small business owners that I've spoken to recently are having a hard time finding new clients at the present.

Finding Clients in a Down Economy

I don't want to get into a discussion of whether or not the economic sky is falling, whether the "recession" is real or imagined, whether it's your "thinking" that is keeping your business from growing. The fact is, many of the small business owners that I've spoken to recently are having a hard time finding new clients at the present.

The pressure is on every company to discover new and innovative ways to keep things afloat, from sophisticated start-up websites to the Mom and Pop stores along Main Street.

Smart business owners understand that it takes more than flashy newspaper ads to attract customers. There must be a well-defined business plan and a clear marketing strategy that is carefully crafted to appeal to the current mindset. The consumer is exposed to thousands of marketing messages every week, and it takes a lot of imagination to get his attention. Put yourself in the consumer mind and the battle is half won.

Confidence is the single most compelling reason a client will choose one small business over another. Think about how your reputation and image will impact a first-time customer. Develop your marketing materials to inspire trust and confidence in your product or service.

For example, clients will quickly dismiss an established proofreading business whose website is sprinkled with grammatical errors if they can find a newcomer with an impeccably edited website. A software company that uses a lot of technical talk in their ad copy will scare off most new computer users; while the use of laymen's language and a friendly, open style provides nervous first-time buyers with a welcome comfort zone.

When designing print marketing materials and web pages, it is important that graphic layouts are presented in an appropriate style, with close attention to industry standards. Most importantly, the primary message (a message conveying confidence in doing business with you!) must be prominently displayed.

Another key ingredient is to write clear concise content to back up your claims. If there is any doubt about your own personal ability to compose professional copy, commit to hiring an expert who can provide professional help.

Bricks and mortar businesses have some effective tools to wield as well. When it comes to attracting foot traffic, there must be a compelling reason for clients to step in your door. Customers know your goal is to get them to spend money, and they are more likely to open their wallets if you can convince them that they will ultimately come out ahead. Even if your store provides the exact product they want, consumers need to be convinced that your business is on their side.

People who never before had to worry about cost are now paying attention to words like "rebate" and "discount." In your paid advertising, be clear that it is your company's mission to provide the best service at the lowest possible cost. Spin your story to indicate that your company is sacrificing profits to accommodate client needs during the economic downturn. Or, if your product or service is priced higher than the competition, explain why and clearly outline the benefits your customers will receive by paying more.

The idea is to reach out to the community to offer a respite from Wall Street greed. Small businesses can gain the public trust and attention simply by hosting an onsite meet-and-greet. A few hundred dollars worth of hot dogs and soda pop can go a long way toward finding new clients and generating consumer goodwill.

No one said it would be easy. Most small business owners have little time to watch daily market statistics and switch gears whenever there is another dip in the economy. You can reach out for expert marketing assistance. When you need an extra boost, give us a call for a professional marketing makeover guaranteed to inspire consumer confidence and bring more clients to your small business.

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Article Tags: advertising, increase sales, marketing



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