Tag Archives: Marketing Guide

Business

Business Owners, How Do You Get Out of That Vicious Cycle?

Business Plan - Picture courtesy of cuvc.org
Business Plan - Picture courtesy of cuvc.org

by Lisa J. Lehr

Business owners can easily get stuck in a vicious cycle: Business isn’t so good. They can’t afford to outsource their marketing. They do it themselves, results remain poor, and business remains not-so-good.

How do business owners get out of this vicious cycle? It’s not easy, but it’s simple: they make a decision to get serious about their marketing before they lose their business altogether. If you’re a business owner finding yourself in this rut, here are some ideas to get you started:

1.      Define your audience. If you try to market to everyone, you end up marketing to no one. Who’s your target market? Once you’ve figured this out, you may discover you don’t have to spend as much money on marketing as you have been.

2.      Find a copywriter. Ask other local business people or do an online search. You can work with someone locally or long-distance, as you prefer. Fee structures vary. After you’ve interviewed a few, it’s best to choose one in the mid-range. Highly paid copywriters are the best, but a lot of their cost is simply their fame. Don’t choose the lowest bidder—you’ll get what you pay for.

3.      Get a website! It’s mind-boggling that some business owners still don’t “get it” that a website is absolutely essential. Many potential customers want to “check you out” before they call you or come into your place of business. If they can’t, they may well go to your competitor instead. It’s really not a highly technical task anymore, but if you don’t have the skills or the time to do it yourself, outsource it.

4.      Put an opt-in box on your website. Collect names and e-mail addresses. Keep a list. Then keep in touch with your list. It’s that simple.

5.      Have a call to action. This can work in harmony with the opt-in, such as “download your free report,” or separately, such as “call for a free consultation.” But be sure to tell your website visitors what you want them to do.

6.      Give them free information. It may seem counter-intuitive, but giving away information accomplishes two things: it establishes you as an expert, and it makes people feel indebted to you. Free information can take many forms. Ask your copywriter about it.

7.      Take advantage of free publicity. Twitter, Facebook, YouTube, and several other social media tools are free. Learn how to use them.

8.      Leverage testimonials. The first thing you need to know is that you (almost) never use a testimonial word-for-word. That would be akin to recording a real-life conversation and transcribing it as-is for dialog in a novel. (It really doesn’t sound very good.) If you do not haves testimonials (maybe you’re a new business), your copywriter can help you work around this.

9.      Leverage customer complaints. Complaints are not all bad! Among other things, they tell you what you need to improve. While an unhappy customer spreads the “bad” word much farther and wider than a happy one spreads the “good” word, you can turn an unhappy customer into a happy one.

10.  As a local business, you can create a “coupon swap” program with another local business and double your potential customer base.

11.  Ask your copywriter what kinds of marketing collateral would benefit your business. White papers, news releases, fliers, brochures, postcards, and many others are all in the repertoire of any good copywriter.

These are all ideas I thought of in just a few minutes. If any of them sound mysterious to you, it’s probably because you don’t have the marketing expertise that a copywriter has. And that’s fine; you’re not expected to. That’s what copywriters are for.

Get serious about your marketing. Talk to your colleagues, log on to Google, do whatever you need to do to find a copywriter who will make your marketing work…before your business becomes another victim of the vicious cycle.

Lisa J. Lehr is a writer and copywriter living in Grass Valley. She can help you promote your business with a full range of online and offline marketing pieces. A member of Empire Toastmasters, she’s available to speak to your business or professional group. Visit her website www.justrightcopy.com for more information, opt in for the message series, and receive a free Marketing Guide.

—
Lisa J. Lehr
I write words that make you money–just ask me how.
www.justrightcopy.com
Visit my website and sign up for my fr~ee marketing tips.
New! No~cost Marketing Guide now available at my website.

Bits & Pieces

Run, Walk, Just Don’t Sit Still!

by Lisa J. Lehr

Looking for the ideal exercise? Whether you’re still trying to make good on a New Year’s resolution, thinking about the upcoming swimsuit season, or looking for a way to add variety to your workout routine, walking and running rise to the top of the list of possible choices.

For overall fitness, nothing beats walking and running. You need no expensive equipment; you don’t have to join a club or travel to a special place; you can do it at pretty much any time of day or year.

But which is better? Well, it depends. Here are the pluses and minuses of both.

Running:

  • burns more calories than walking in the same amount of time—because you travel farther running than walking. Mile for mile, however, the calories burned are the same. That’s because carrying your weight over a given distance burns the same number of calories regardless of speed.
  • raises your heart rate more than walking.
  • strengthens your bones more than walking because of the strain it creates.
  • strengthens your muscles more than walking—but only if you’re actually running, not jogging. In that sense, power walking (walking as fast as you can without breaking into a jog) is actually more effective than slow running.
  • is more likely to cause injury. When running, you impact (hit the ground) with three times your body weight on each step. Especially for people who are overweight, out of shape, or pregnant, the strain on the knees, hips, and ankles can be a problem. If you’re going to begin a running program, start slowly and gradually increase your distance and/or frequency.

Walking:

  • may be better for fat burning. According to Dr. Dean Ornish, a clinical professor of medicine at UC San Francisco: “When you run a mile, you’re burning mostly sugar, or carbohydrates, which is how your body gives you fast energy in bursts. When you walk a mile, it gives your metabolism time to switch from burning carbohydrates to burning fat.”
  • is easier on your joints. Walking causes an impact of only 1.5 times your body weight, yet is still a weight-bearing exercise that will prevent bone loss.
  • is easier to fit into many people’s schedules. You can do it on your lunch hour at work; you may need to change only your shoes and probably won’t need to shower afterward.
  • has a benefit if you live in the city and have to stop at traffic signals: the sudden stop from a running pace can be dangerous for your heart. It’s much safer to stop from a walk. If you have to stop at a light while running, try jogging in place.
  • allows you to enjoy the scenery more than running, which in turn may keep you from burning out as soon.

I’m going to add a reminder to vary your terrain to avoid one-sided leg pain, and try to disconnect from your iPod. We live in a friendly community full of natural beauty. Say hello to the neighbors you pass; listen to the frogs croak and the birds chirp; be alert to approaching cars.  So…walking or running? It’s really a matter of what works best for you. Walk, run, or do something else. Just do it.

 

Lisa J. Lehr is a writer, copywriter, and fitness enthusiast living in Grass Valley. She can help you promote your business with a full range of online and offline marketing pieces. A member of Empire Toastmasters, she’s available to speak to your business or professional group. Visit her website www.justrightcopy.com for more information, opt in for a message series, and receive a free Marketing Guide.

—
Lisa J. Lehr
I write words that make you money–just ask me how.
www.justrightcopy.com
Visit my website and sign up for my fr~ee marketing tips.
New! No~cost Marketing Guide now available at my website.

For all your real estate needs, call or e-mail
John J. O’Dell
Real Estate Broker
(530) 263-1091
Email John at jodell@nevadacounty.com

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