Small Business Coaching on The 3-Step Approach to Marketing [Cont'd]

By Allison Babb

business values, etc. Figuring out your uniqueness helps you to stand out from your competition.

Next, what will you say? Your message speaks to the pain and challenges of your target audience. Your message tells them the benefits they will receive in working with you. When your message ties into their pain and struggles, you have a powerful message. Many entrepreneurs make the mistake of talking about the cool features of their service or product vs the benefits to the customer. Create a powerful message by focusing on the benefits to the customers.

Step Three: How will you reach your target audience? A lot of business owners start here by selecting advertising options. That's actually backwards. You must first figure out your target audience, your uniqueness, and your message. Then and only then, you can determine the best advertising options. If you don't know your target market, you cannot know the best way to reach them with advertising. Advertising and marketing your business comes in many forms: Public speaking is the most powerful option, and others include direct mail, flyers, post cards, newspaper ads, magazine ads, press releases, promotions, ads for new products and services you offer, limited time offers, your web site, an Ezine like this one, etc.

With this 3-step approach to marketing, your business will be on solid footing for success.

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WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Allison Babb is an author, speaker and Small Business Coach to solo entrepreneurs. Allison publishes the "Small Business Success" weekly Ezine on how to create a steady stream of clients for your small business at: www.GreatSmallBusinessAdvice.com

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