Leverage Someone Else's Brand

If you are starting a brand new company or work at a very large company with a 'big company' image, it can be difficult to take your message to small business owners. One key way to do it is to leverage the brand equity that someone else has already built up to break into the entrepreneur's radar screen. Find someone who has earned the respect of your target market and use their credibility to promote your company.

Find the influencers

There are a number of ways to find who the leaders in your customers' community are. Look for who the most popular bloggers are, who are the ones being invited to do keynote speeches at the important conferences, and who are the authors of the most recent best selling books?

Approach them with sincerity
Once you have identified the appropriate thought leaders, approach them with the sincere desire to help them and the small business community. Too many people are contacting them trying to sell them on a particular product or service. Build a relationship with them first and show that you are genuine about helping entrepreneurs to stand our from your competition.

How to get involved
There are a number of ways to get involved and leverage your new partner's brand. Some of them include:

• Advertising on their website
• Sponsoring a prize for a contest
• Having them review your product / service
• Profiling your company and offering
• Having you as a guest expert contributor to their website to discuss a particular hot topic

By partnering up with people who have accomplished the recognition you are looking for you can shortcut your way to the top and gain the small business credibility you need to sell your offering effectively.

Evan Carmichael

Want To Learn About Small Business? Have A Garage Sale

Every weekend countless numbers of homeowners across North America tap into their entrepreneurial skills by hosting a garage sale to clean out their clutter and make some extra money.

What better way to understand your target market than to become one yourself, if only for a day?

By hosting a garage sale you will face many of the issues that your customers face on a daily basis like managing inventory, setting prices, dealing face to face with customers, setting up and cleaning up, and the all important asking for and closing the sales.

Business owners like to work with and buy from people who understand their issues and know what it is like to be an entrepreneur so why not brush up on your entrepreneurial skills and host a garage sale next weekend? It will at least give you some additional perspective to help you better understand your target market and you will have some extra spending money and a clean garage to boot!