Marketing and Advertising – An Expense or an Investment?

By Action Coach Dave Beam

Most of the business owners that I speak with tell me that the majority of advertising and marketing is largely a waste of money.  They advertise out of fear, feeling like they need to at least keep their name out there.  They usually have a sense that most of their new customers are coming in from word-of-mouth, and that the advertising that they buy is probably not effective.  As a result, most small businesses are reluctant to advertise and try to minimize their marketing expense.

What Can You Guarantee?

By Action Coach Dave Beam

One of the keys to building a strong presence in the marketplace is uniqueness. When your business is different, and your customers have to come to you to get the service they are looking for, then you have established a niche market. You can easily raise your prices. In fact, it is appropriate and expected that rare, unique products would cost more.

How To Write Ads That Work – AIDA!

By Action Coach Dave Beam

We are all bombarded with hundreds of advertising messages every day.  If you have been in the business of business for long, you probably have concluded that advertising is a waste of money.  I only partially agree with that statement.  MOST advertising is a waste of money, because most advertising is frankly – lousy.  Ask the average person what makes a great ad, and they will likely tell you that it has something to do with creativity and entertainment value.  Not necessarily so.  I have only one measure for the quality of an ad; does it elicit a response that results in a sale?

How to Ask for Referrals and Feel Good About It

By Certified Action Coach Dave Beam

Most of my business comes from referrals.  Someone who has experienced my coaching, or attended an event, tells someone else they know and recommends they call me.  I am also a member of a regional referrals group, BNI.  Almost 100% of the business owners that I speak with tell me that the majority of their customers come from “word-of-mouth”.

What I want to help you with in this article is increasing the number of customers in your business through referrals.  One of the obvious ways to be successful at any endeavor is to take something that works and make it better.  Here are some practical ideas to help you gain more business and new customers through referrals.

How to Create a Marketing Plan that Works! (Part 4 of 4)

By Action Coach Dave Beam

If you are with us in creating your winning marketing plan, you have identified your ideal target customers, and you know where to find them, especially in groups.  You have also brainstormed a list of offers that you think will get their attention, get them excited, and compel them to take some action to get some more information from you.  So the last question to answer is how; how are you going to communicate this offer to your ideal target?

How to Create a Marketing Plan that Works! (Part 3 of 4)

By Action Coach Dave Beam

We are right in the middle of a series on how to create a marketing plan that actually brings in new customers!  If you are new to our newsletter, just e-mail and ask us for Parts 1 and 2.  Part 1 was about addressing THE most important question to ask in marketing, “Who is my best customer?”  Last week, we asked “Where can you find these customers?”  Where do they gather in groups?

So today, the next question is “What is your offer?”  Specifically, what can you offer your ideal customer that will get their attention, get them excited, and compel them to take action?  Many will say this is obvious.  It must be whatever my product or service is – that’s what I have to offer, right?  Certainly, that is your ultimate offer.  However, if you want a marketing strategy that works, you need to do a little more thinking and creative work.  Answer this question.  What are the UNIQUE features and benefits that ONLY you can offer?  Focus on the benefits, not just features.

How to Create a Marketing Plan that Works! (Part 2 of 4)

By Action Coach Dave Beam

Last week we addressed THE most important question to answer for effective marketing, “WHO is your best customer?”  You ideally should have a list of several ideal customer profiles.  Not all great customers are alike, nor do they all like the same things.  So with that understood, let’s move to the next critical question; “WHERE would you find these ideal customers, especially in groups?”

How to Create a Marketing Plan that Works! (Part 1 of 4)

By Action Coach Dave Beam

I am going to do a four part series starting with this newsletter on how to create a marketing plan that works.  This is actually pulled from the marketing module of "BusinessRICH" our premier 2-day paid training. All that to say this is fantastic stuff!

The first key point in creating a great marketing plan is asking the most effective questions in the right order.  Most business owners, barraged by advertising representatives, believe that the most important issue in marketing is the how.  Should I use TV, radio, newspaper, website, internet, flyers, direct mail, etc. etc.  If so, which paper, which flyer, which ball team, which charity, new business cards and on and on it goes. Although these are legitimate questions, they are not the first questions that need to be asked.  The “how am I going to do it” is one of the last questions to answer.

Your Biggest Competition

by Action Coach David Beam

A common question that I get asked as a business coach by business owners is “Who do you think is my biggest competitor?”

Many business owners are very focused on their competition. “How much are they charging?” “What are the new services or products that they are going to roll out?” “What do they say about us?” “How well do we compete in the market compared with them?”

Frankly, searching for answers to those questions really has minimal value. The reality is that your biggest competition is not the other guy or gal, but YOU! The single largest limiting factor to your success is not outside, but inside. Instead of focusing on what others are doing, the most leveraged way to improve your business and realize success is to look in the mirror.