Branding Is Not One Of the
Small Business Marketing
Tools You Should be Using

One of the most misused and misunderstood small business marketing tools is branding. I shudder when I hear media and agency sales representatives tell a small business owner that they need to build a brand and get their name out there. The theory is that when a prospect is ready to purchase their product, they will think of that company's name.

This tactic may work if you are going to buy a pair of jeans, gym shoes, a sports drink or a fast food restaurant. The repetitive ads and branding definitely influence your buying behavior.

However, using the branding strategy as one of your small business marketing tools nearly always a loser. Even if it works, there is rarely a method in place to track the results so it is unmanageable, if not impossible to determine the profitability of the effort or campaign.

Try to see what happens when you challenge an ad rep who tells you the importance of brand-building ads as one of the small business marketing tools that you should be using: Tell them that's fine as long as long as you can pay for the ad with the sales from it. They'll allege something to the effect of "Well, there are too many things beyond our control. You really need to do this over several weeks or months to get results."

The other common thing to be told is that your ad needs to be bigger. I have a hard time with the concept that when something that isn't working will work better if it is done longer or is bigger. Imagine a financial planner saying to an investor: "Well the stock is doing poorly and has never done well so the thing to do is wait it out or put more money into it."

Branding is an Investment
Treat it Like One!

If there are too many things beyond their control and you have to wait weeks or months, how can you track it? Can you really afford to wait for results? You still have fixed costs and your other variable expenses. What if your competitors are running the same type of ads in the same media. Why would a prospect select you over them? The bottom line is that if you get caught up in this web, you will lose profit on it. Big firms can afford to wait, most of us small business owners don't have that luxury.

Let me ask, do you want to wait until the prospect thinks they need your product before they come into your business? I don't think so. You want to give them a compelling sales subject matter so they feel a want or a need for your product right now!

In my business, should I get my name out there and hope a small business owner will be compelled to think they need my marketing expertise? I'd prefer to get a substance in front of them that so they think, "Hey, if I call this guy today, I can have more profits in weeks." I try to get them to view some incredible small business marketing tools in my powerful online marketing seminar if it is an online visitor or give them a compelling reason to call me now. I may have a special offer such as a complimentary business marketing audit or I may discount the price of the audit from their first project if they hire me within a certain period of time.

What are Alternatives for Your Business?

Now, what are some powerful and almost guaranteed small business marketing tools for increasing profits for you today?

• Get client's contact information. At least get the the name, address, phone number and record why they bought from you.
• Send them a thank you note and send a voucher or a exceptional offering to get them to purchase from you again. Put a deadline on the offering and make it compelling.
• Get them on your mailing list and send steady cards, a newsletter and "Exceptional Customer" offers.
• Package or bundle up your products or services and give an inducement for the client to purchase more ever time they are doing business with you.
• Learn the art of selling. Take some courses or read some books. After all, if you have spent the time and effort to get the prospect or client in front of you, doesn't it make sense to increase the likeliness of them purchasing from you?

Any one of these strategies can have a spectacular and straightaway affect on your sales. A lot more than getting your name out there ever will.

Which of these or other small business marketing tools will work best for you? Well, why don't drop me an email so we can set up time for a brief phone interview. We can discuss your business and situation to determine if you are qualified to work with me. If so, be prepared for a rapid journey that will build the business you dreamed of when you opened your doors.

Those who I work with normally see profit increases of 25% or more in 90 days or less and often this is the low end.

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