What is the Marketing Mix?

By Lanee’ Blunt

The Four P's of Marketing--
svilen001

Marketing is very important for your business because it helps you attract new customers and keeps former customers coming for repeat business. The marketing mix helps you determine how to satisfy your customers, and it can be planned, controlled and adjusted until you get the results that are best for your company.

Marketers use the marketing mix to create a value for their product. The elements in the marketing mix are product, place, price and promotion. The four-elements of the marketing mix are used and adjusted until the marketer gets the results that he wants. For example, pricing decisions are used in the form of cash discounts which convince customers to buy.

The product is analyzed for its ability to compete better than your competition. For example, quality and safety can be used as a benefit. Price includes decisions that you would make to price your product competitively. Place includes the distribution decision for example, how to reach your customers in what geographic location. Promotion decisions are strategies that you will use to get more customers, such as coupons and sales.

Reference:

Business Dictionary: Marketing Mix

Net MBA: The Marketing Mix

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What Content is Included in the Finance Section of a Business Plan

By Lanee’ Blunt

Include your Financial Section--
lustfish

A financial section should always be included with your business plan. A business plan is a written description of your business and what you plan to do and how you are going to do it.  They are used by entrepreneurs that are seeking financing, firms that are trying to hire key personnel, firms trying to get investors.

The finance section of the business plan should include your cash flow statements, of each year you have been in business—up to three to five years, company income statements, balance sheets and other financial ratios, such as a break-even analysis. You may require help from your accountant or a good spreadsheet software program.

Reference:

Entrepreneur:  An Introduction to Business Plans

SBA: Writing a Business Plan: Financials

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How to Get Leads for your Newsletter

By Lanee’ Bunt

Make it easy for people to sign
up for your newsletter--
Sqback

Keep your business name in front of your prospects. As a small business you also have to get former customers to use your business again and give you repeat business. Although cold calling is an effective way: by calling the prospect and asking if they are ready to buy—it is not for everyone. If you don’t like cold calling there are other alternatives like sending prospects your newsletter.

Buy or rent a mailing List. Make sure that all of the subscribers on your mailing list have opt-in to receive a newsletter from you.  You must have gained their email address by their permission or by signing up for your newsletter, or subscribing to receive updated information, and they have taken some kind of action to indicate they’d want to receive information from you.  Provide a way for recipients to unsubscribe to your email, so make it easy for them to opt-out from your email program.

Make your website easy for your prospects to sign up for your email newsletter.  Create a way to capture the email addresses on your website. Make sure that all of the subscribers on your list have opt-in to receive an email newsletter from you. “The most important thing to remember is that all subscribers on your list must take some type of action to indicate they would like to receive email communications from your company,” according to Simms Jenkins, in his book, The Truth about Email Marketing, (FT Press, 2009). You can sign up for an autoresponder service. This service will collect subscriber’s email addresses from your website, manage your newsletter account by sending it to people that requested it.

Give your prospects an incentive for signing up for your newsletter by giving them a special gift. For example, free downloads of your ebook.

Reference:

Simms Jenkins; The Truth about Email Marketing; FT Press; 2009

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How to Start a Construction Business

By Lanee’ Blunt

Start your own construction business--
Hbrinkman

Starting a construction company can be a profitable business if you have experience and can fix or remodel residential or commercial properties. You must understand contract documentation and must know your area of expertise, for example utilities, heavy grading, and site development. You can go to school for construction management or you can learn from experience, or you can start with another firm as an intern with 3 or more years experience before starting your own company.

You must set up your business as a legal entity. Decide which form of ownership is best for your particular business: sole proprietorship, partnership, Limited Liability Company (LLC), corporation, or S corporation.

Apply for an employee identification number (EIN) with the federal government. Fill-out the necessary forms and send them back to the federal government and they will return it to you with your EIN number.

Get the licenses and permits that you need to run your business. Most small businesses will need a general business license or specific operating permits from your state and local government. Get insurance for your business to insure you and your company against claims of personal injury and property damage.

Draw up a contract for your company to use for clients. Define the scope of work, payment, and work schedule. Do not rely on a verbal contract and make sure that you get everything in writing before you begin.

Reference:

Small Business BC: Considerations for Starting Your Construction Company; Candice Macalino; 2010

Entrepreneur; Starting a Business as a Remodeling Contractor; Paul and Sarah Edwards; 2004

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How to Work With Wholesale Suppliers

By Lanee’ Blunt

Find a wholesale supplier--
linder6580

Starting an online store, retail store, hair salon, or auto body shop you must have a relationship with a wholesaler or wholesalers. Finding and forming a relationship with a wholesaler will require that you do your homework. It’s easier to find one if you know what products you will need.

Types of Wholesalers

You have to understand the distribution channels and how companies get goods to their customers. Some wholesalers if you are a small company may not work with you because they only sell to large companies that can handle bulk. There are many others that will work with smaller businesses.

• Manufacturer—you may buy direct for some products. For example, a small boutique buys goods from a small manufacturer.

• Wholesaler Regional Distributor—regional wholesalers who take delivery of boxcar sized lots, and sells directly to local wholesalers.
• Jobbers—they make daily deliveries to local grocers and retail brick and mortar stores.
• Importer Distributor—they import and distribute a product in a certain country.

Start Accounts with Wholesalers

Identify a supplier. Contact each wholesale company through their website, or by calling them on the phone and fill out their new account application. Make sure you understand the volume discounts, return policies, and order processing time for the types of products you want to sell. Purchase the products you want to sell or set up a drop shipping arrangement with them. Start promoting your online store or retail store.

Reference:

SBA: Small Business Matters; Tips for Finding and Working with Wholesale Suppliers; Caron Beesley; 2010

About: How to Find a Wholesale Distributor; Gregory Go

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Advantages and Disadvantages of Sending Postcards

By Lanee’ Blunt

Postcards are a great way to advertise. The advertisement is written on one side of the card which allows the prospect to read it even briefly.  You have a better chance of getting the postcard read because it has no envelope. They are easy to create too. They have a way of speaking directly to your client in a personal way. Postcard advertising is ideal for the small business owner on a budget.

Cheap

One advantage of postcards is direct mail can be expensive depending on how many letters you are sending.  If you are planning to send thousands of letters, at different intervals, this can be quite expensive. You will save on postage if you are planning to send large quantities of postcards. The cost is low, here in the USA; postage for a postcard is about $0.28 opposed to the cost for a first class stamped envelope.

Inform

They don’t make the sale, but they pave the way to send more advertising literature.  You can use them to let customers know that you are offering a discount, or let prospects know that a salesperson will visit them. They do not require opening, so offer a discount, or a special bonus, and your postcard will at least be evaluated.

Size

A disadvantage of postcards is the limited size. You may want to put a lot of information on it but the amount of content that can go on the card is limited.

Privacy

Another disadvantage is that you will not have the privacy of using regular direct mail, and they do not provide a means of concealing content.

Great Promo Pieces: Create Your Own Brochures, Broadsides, Ads, Flyers and Newsletters That Get Results

Reference:

Crownstyles: The Advantages and Disadvantages of Advertising Postcards

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How to Start a Copywriting Business

By Lanee’ Blunt

Starting your own copywriting company can be a rewarding experience. When you are starting your new business, make sure you have all the necessary office equipment. A copywriting business will give you the opportunity to do what you love best and that is to write. Writing gives you the opportunity to meet potential clients, establish credibility, and set your own fees. The least expensive way to market your new business is by word of mouth.

Difficulty

Moderate

Things You’ll Need

Business cards

Website

Stationary

Business license

Get your client base. Write a sales letter and create a brochure. Send out a direct mail package informing prospects about your new business. Network by passing out business cards, brochures and you can talk to business people and offer your services. Ask for referrals. Ask for pro bono work when you are first starting out because it may produce future business.

Get Noticed. Send press releases to the local newspaper to get notoriety. Write articles and send queries to trade journals and business publications. Writing articles helps to get your name in front of your audience and is a form of public relations.

Acquire a “Doing Business As,” DBA. Register a legal name for your business if you are going to use a name other than your own name. Apply for the DBA with a registration form with your state and local government.

Apply for an Employer Identification Number (EIN) from the US Internal Revenue Service if you have hired employees.

Set up a checking account for your new copywriting business.  Print business cards. Start a website that you can direct clients to with your contact information. Make it easy for prospects to get in touch with you on your website by setting up an email account in case they want to hire you for a project.

Tips

Join your local Chamber of Commerce.

Reference

SBA: 5 Steps to Registering Your Business

The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells

Executive Office Furniture

Save $100, HP Folio Laptop, only $849.99 at officemax.com

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How to Register a Business

By Lanee’ Blunt

Starting your own business requires that you must have a marketable product or service that will reach your paying customers. Starting a business involves planning, making financial decisions, and following the steps to ensure that your company has the necessary licenses, permits, and registrations.

Determine Legal Ownership

You must set up your business as a legal entity. Decide which form of ownership is best for your particular business: sole proprietorship, partnership, Limited Liability Company (LLC), corporation, or S corporation.

Obtain Federal Tax ID

Apply for an employee identification number (EIN) with the federal government. Fill-out the necessary forms and send them back to the federal government and they will return it to you with your EIN number.  You will need this to hire employees. The EIN is also known as an Employer Tax ID and Form SS-4.

State and Local Taxes

Register with your state for a tax identification number, worker’s compensation, unemployment and disability insurance.

Obtain Licenses and Permits

Get the licenses and permits that you need to run your business. Most small businesses will need a general business license or specific operating permits from your state and local government.

Reference:

SBA: 5 Steps to Registering your Business

Inc: How to Prepare to Launch Your Start Up; Matthew DeLuca; 2011

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Create a Marketing Brochure

By Lanee’ Blunt

A small business brochure
can be effective--
Miamiamia

Creating a marketing brochure is a very important business decision.  How much should go into the brochure? You certainly can’t put everything, but you can do a series of brochures for different products or services.  Start with an outline when you begin to write it and outline the benefits to using your product or service.

Brochures are a great sales tool for your small business

You need more than a letterhead with your company name and address because customers want to know more information about your company. A small business brochure can help to sell your business and make a big difference, when prospects ask for more information. 

Audience

The brochure has to be written with your audience in mind.  What do they want from your company? This is not the opportunity to go on and on about how great your company is. Look at it from the prospective of; what do they want from you?

How does it Work

How does the product work? Explain in detail the features of the product. Give the prospect most of the information that they need to know so they can take the next step and purchase the product.  All of the services offered by your firm should be written in detail descriptions explaining how the service works. This is not the time to brag about your company, but explain how your firm benefits the customer. The brochure for your small business is a great way to give your customers enough information about your product or service.  

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Creating a Marketing Brochure

By Lanee’ Blunt

Marketing Brochures that work
svilen001

Having a brochure will help your customer get a detailed account of your company or service.  Brochures are created for a variety of things, like the services they offer, and their products. Every small business and consultant needs to have a brochure; because it helps your company to become better known in the market place.

The brochure lets prospects know that your small business is reputable and that they can take you seriously.  Your company is here and ready to compete.  “Anyone can spend $50 on letterhead and business cards and call themselves a corporation.   But a brochure proves you are in business and shows you’re more than a fly-by-night operation,” according to Robert Bly’s book titled, The Copywriter’s Handbook.

Don’t wait until the last minute to create a brochure. You may lose out if you are not prepared and have an advertising brochure that will help sell your service.

You will have limited time to create one when you are trying to win a bid, or when a prime prospect asks for more information on your small business. 

Create your brochure with a desktop publishing program it will make it look professional. Once you have decided what content you want to include pick a program that has a variety of templates that you can choose. Organize it with headings and subheads which make it easy to read. Save your brochure in a PDF file if you want to put it online.  You can use a good laser or an ink jet printer to print as many or as few brochures as you need.  Take your brochure to a professional printer on a CD saved in a PDF file. 

Reference:

Robert Bly; The Copywriter’s Handbook; Owl Books

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How to Write a Proposal for a Service Business

By Lanee’ Blunt

A proposal for a service business is used for bidding on a RFP, asking for funding, or used to persuade potential clients or customers to support the proposal financially. Write from an outline. Deconstruct the request for proposal (RFP) to develop an outline. Service businesses need to summarize their concerns and begin planning early before writing the proposal.  Collect all of the information on your company from service brochures, and ensure that graphs that will be included are relevant.

Difficulty

Moderately Challenging

Things You’ll Need

Company brochures

Graphs

Charts

Write a project summary or executive summary which is a brief summary of the project. Tell the evaluators or client why your service is best for the contract.

Start the next section with “qualifications” information. Write about the number of similar types of contracts. State the size of each plan and the number of participants, or amount of assets.  Give references from similar types of contracts that you have done.

Start the third section “Personnel information” and the responsibilities of key employees in your company, and subcontractors that are named in the proposal.

Start the forth section “Cost estimate” and explain the price you are proposing. List a project price.  Include each service that is proposed with a detailed fee schedule.

Address expected completion dates in the fifth section. Address major topics in the request for proposal (RFP) and address them in the order that they appear in the RFP. 

Avoid typos that will make your proposal look unprofessional.

Eliminate all errors by proofreading the proposal. Rewrite sections that are too vague and don’t explain the full meaning of what you are proposing. 

Tips

Make sure that your proposal has demonstrated that your company has the capability to perform the job.

Reference

Findfrp: Government Contracting; How to Write a Proposal or Respond to a Bid Solicitation

Fedmarket: Proposal Writing: Filling the Holes  


Read This Next


How to Write a Small Business Proposal


Tips on How to Write a Business Proposal


How to Write a Janitorial Service Business Proposal

   

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What is a Promotional Mix?

By Lanee’ Blunt

Sales promotions are inducements that a business uses to encourage the purchase of a product or service. The promotion mix includes sales promotion, advertising, direct marketing, publicity, and personal selling.

What is Promotion Mix?

The promotional mix is the coordination of marketing activities which includes publicity, sales promotion, advertising, direct marketing and personal selling. It is a coordination of activities that you will do to directly interact with your customers. For example giving sales presentations helps you to interact with the customers’ one-on-one to answer their questions and demonstrate your product.

The promotional mix’s goal would be to inform persuade and remind your customer about your product or service. Sales promotion is inducements with the purpose of encouraging customers to buy for example, cents off coupons. Merchandising is used in the store to stimulate sales. For example displays, signs and posters. The promotional mix uses advertising which is a paid form of non-personal presentation. Public relations are firms communicating with their customers, employees and stockholders. It is important that a business have a solid reputation with customers. For example, one way firms communicate is by sending out newsletters or press releases. Personal selling is used either by phone or face-to-face to the prospect, for example, to address your customers concerns and answer their questions directly.

Reference:

Brooklyn CUNY: Advertising Publicity and Sales Promotions

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Test Direct Mail

By Lanee’ Blunt

Before you invest your time and your money in a direct mail program you should test your sales letter. You have to know if the letter will pull a response.  A great benefit of using a sales letter is that it can be tested to see how well it will do. 

You can test your direct mail before you invest a lot of money in the sales campaign.  And you should test it.  You can send a small sample of letters to see what your response of the direct mail will be.  For example, if you send 100 letters and you receive 3 replies then you have a 3% response rate.  If you send out 100 letters and have no replies then you have to revise the direct mail.

The letter is able to test many things when it is mailed.  You can test prices, titles, offers, and audiences.  Keep accurate records of change of address, response rates and the results of each mailing.

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Advertising With Direct Mail

By Lanee’ Blunt

Direct mail is an effective way to get more leads, sell products, and get your sales team into the door.  Advertising is a challenge and you need to do it without breaking your bank. Direct mail is not just for large corporations, if it is written correctly, it will be to your advantage to use.

Reaches a Target Market

Your direct mail can be targeted toward a group of people and written just for that group to interest them in your product or service. “Direct mail is the only mass medium that can be directed toward target groups or prospects. The message may be highly personalized and can also be designed as an effective market research tool,” according to B. Charles Ames & James D. Hlavacek, in their book, Managerial Marketing for Industrial Firms.

Sales letters are Low Cost

Your letters can be written on your computer. You can send out as many or as few as you like.  You can send out a batch of 500 letters with only the cost of postage, envelopes and paper.  Personal letters are low cost, you can send out as few as one letter. The personal letter will have the prospects full name, business address, and something about their particular business. Personal letters is one of the most effective, easy, inexpensive and overlooked methods of marketing.

Reference:

B. Charles Ames & James D. Hlavacek; Managerial Marketing for Industrial Firms; Random House

Jay Conrad Levinson; Guerrilla Marketing; Houghton Mifflin

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Direct Mail Advertising Tips

By Lanee’ Blunt

A sales letter can be produced with a laser printer, letterhead stationary, and a qualified mailing list.  Direct mail is an excellent way to sell your products.  You can write a killer sales letter that will get your foot in the door.  If you hate cold calling; sending direct mail to a qualified mailing list has been proven effective in gaining better leads.

Focus on the Audience

What is the prospect’s problem, and how can your company help them?  Your direct mail will tell the reader the benefits of using your business. This will help you write a tight well targeted letter.

Benefits

Begin with a desirable benefit and what the customer wants from your service that your competitor cannot match. The sales letter’s focus will be on the benefits of the customer and what the consumer wants. Try not to focus on your company and how great you are, but focus on what your company does for the prospect. Does your product or service save the consumer money? Improve productivity? Does your software solve problems? Stress benefits in your letter.

The P.S. and Should Your Sales Letter Have One

The advantage of having a P.S. on your sales letter is that it has been known to lift response.  You should not waste any time here, give the time limited offer again, your free gift, or your best benefit.  You can put your toll free number if you have one, or just a regular telephone or fax number will do.

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Direct Mail Advantages

By Lanee’ Blunt

Direct mail is effective in getting sales leads and can help you market your service. A good direct mail package for your company can make your prospect take action. Small businesses shy away from direct mail because they don’t understand how it can work for their particular company.  Sales letters can be a powerful tool for your business if handled the right way.

Test

A great benefit of using direct mail is that it can be tested to see how well it will do. Before you invest your time and your money in a direct mail program you should test it.  You have to know if the direct mail will pull a response.  You can use a small sample of one hundred letters, mail them and test your response.  If the direct mail is not strong enough and you receive no response then you must revise your letter.

Follow up

The direct mail package can be used to stay in touch with your former customers and your prospects.  You can use a brochure with your letter, or send something that you’ve written like one of your published articles. This may help the prospect make the decision to use your firm by giving them information that is beneficial.

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How to Use Direct Mail

By Lanee’ Blunt

Direct mail can help you get leads, sell your products and get repeat business. Small businesses often struggle to get a marketing program. There are many advantages to using direct mail and it can be targeted toward a group of prospects. The message may be personalized and can also be designed as an effective market research tool.

Leads

Use direct mail to obtain leads for sales representatives or a telemarketing staff. If you need more leads for your firm you can use a sales letter to generate leads. You can get more qualified leads by using a mailing list. When you need more prospects send out another batch of letters. There will be no cold calling when you call the prospect they will expect to hear from you if you send them a reply card in your package. Most of they time they will check the “call me” box on the card.

Build a customer list

Direct mail can be used to build a customer list who is interested in areas related to your specialty.

Keep in Touch

Direct mail can be used to stay in contact with your customers. You don’t have to be too pushy by asking if they are ready to buy from you, just send them a direct mail package.

Reference:

B. Charles Ames & James D. Hlavacek; Managerial Marketing for Industrial Firms; Random House

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How to Make Your Own Business Cards Online

By Lanee' Blunt

Business cards can be made online and can look professional. You can make company business cards and add your company logo.

Difficulty: Moderately Easy

Things you’ll need:

Printer

Card stock

PDF (optional)

Instructions

Open an online business card maker. Some online business card makers have nothing to download or install on your computer. You will be able to design your own printable business card. 

Select a Business card by browsing the designs gallery. There are many styles to choose from that can be changed to suit your needs. You can customize your cards. Choose the full bleed image which prints to the edge of the card—8 cards per page, or choose no bleed which prints white between cards—10 cards per page. It will depend on the style of card that you have selected.

Select your logo design or they have their own logos, backgrounds or fonts you can also use your own photographs.  

Select the font size for the text on your business card. Type your name, address, phone number, and website address.

Save your file. With some online business card makers you can save your file in a PDF format so that it can be printed professionally, or you can instantly create and print your own cards at home.  Make any changes and readjustments necessary to the saved file and print.

Tips

Make sure that you proofread the business card before you print.

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How to Use Postcards to Advertise a Business

By Lanee' Blunt

Postcard advertising is easy to use and it is an effective form of direct mail. They are inexpensive and easy to create, and put your message in front of your prospect. They allow you to keep your prospects informed, generate leads, and announce special sales.

You can use postcard advertising selectively. You can send postcards by the tons, or you can just send one to any group of customers on your mailing list.

Postcards can create leads by letting customers know of events you are planning, for example a sale, or a special promotion. They can be used as a follow up to prospects that haven’t responded to your mailing program, by keeping your business name in front of them. They can be used with other pieces of your direct mail at certain times of the month. Let the prospect know that you are offering a special discount within a certain time period.

Postcards can be used as a printed reminder to come in and service their car, or to visit your website for additional information.

Postcards are an effective way to advertise and they reach your prospects with a professional approach. They are a great low cost way to get familiar with how direct mail can work for your business.

Reference:

Advertising for Small Businesses: Post Card Advertising

Larry Mersereau; Post Card Power, Promo Power; 2004

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Developing a Marketing Plan

By Lanee' Blunt

Developing a marketing plan for your company can help you define your market. Marketing is more that advertising. A marketing plan helps you focus your efforts toward what will get the best results for your company. Your strategy is to try and understand your customers and take action toward delivering your product or service to them.

Set your objectives. What is your goal for the marketing plan? Establish marketing objectives that will accomplish your business goals.

Create a vision statement. This is a mission statement for your company that will specify exactly what your long term vision is. Identify the attributes of your product or service that define the brand and its long-term position.

Create a marketing budget. Your budget information is what you have set aside either per quarter or per annual for marketing your business. Set your prices for your product or service as a competitive rate. Evaluate the process of the marketing plans effectiveness. Measure your results against the standards that you set when you made or set your goals. Develop a schedule for which gives a timeline for each of your marketing actions.

Reference:

Inc; How to Write a Marketing Plan; Darren Dahl; 2010

AAFP; Nine Steps to a Strategic Marketing Plan; Rebecca Anwar, PHD and Judy Capko; 2001

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What are the Benefits of a Marketing Plan?

By Lanee' Blunt

A marketing plan is a plan that helps you define your market. Many small businesses operate their businesses without giving much thought to preparing a marketing plan. Sometimes they luck up and do things right, but most times they don’t know what worked and what didn’t work. A marketing plan will put in place a strategy for attracting more customers and it helps to anticipates changes.

A benefit to having a marketing plan is that it helps you understand your target market, what you propose to do to reach that market, and how you plan to differentiate yourself from your competition.

It puts in place an outline of the cost of how you are going to achieve your marketing goals within a certain timeframe. Each activity in the marketing plan is based on solid research and specific goals. It serves as a road map to help you achieve those goals. When you are working from your marketing plan it doesn’t mean that you can’t change things and that it’s set in stone. Consider the tactics that worked well and the ones that didn’t work at all. For example, an ad you put in the paper gave high results, opposed to one you put in a directory that didn’t pull a high response.

Reference:

SBA: Developing a Marketing Plan

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Writing Business Proposals

By Lanee' Blunt

Writing a business proposal can be intimidating, but you can lesson the stress by careful preparation. Deconstruct the request for proposal (RFP) and develop an outline. Address every term and requirement in the RFP when you write the outline. The proposal will be evaluated by what your business is going to bring to the table.

Focus on how your product or service will help your prospects achieve their goal and meet objectives. Demonstrate that your firm has the capability to perform the proposed job.

Create a timeline for completion and set deadlines for each section of the proposal. People that are responsible for sections of the proposal make sure that they will have their end on time, for example, managers, engineers, and contractors.

Complete all documents that have to be submitted with the proposal. Gather all documentation that will be submitted for example, brochures and company balance sheets.

Eliminate all errors by proofreading the proposal. Rewrite sections that are too vague and don’t explain the full meaning of what you are proposing. Avoid typos that will make your proposal look amateurish and unprofessional. Complete the proposal before your deadline so that you will have time to revise it.

Onvia: B2G Resources: First Steps to a Winning Proposal

Fedmarket: Proposal Writing: Filling the Holes

Read more »

Tips on How to Write a Business Proposal

By Lanee' Blunt

A good proposal is always well organized, easily readable, and understandable. You must convince the client that your business is the right choice for the job. A proposal is used for bidding on a request for proposal (RFP), asking for funding, or used to persuade potential clients or customers to support the proposal financially.

Before you begin to write the proposal, deconstruct the request for proposal (RFP), sentence by sentence. Make sure that you understand what the RFP is asking. Write an outline which addresses every term and requirement. With an outline you will address the RFP’s specification, cut down on confusion, and organize your thoughts. Writing without an outline leads to confusion and you might end up with a proposal that does not meet the RFP standards.

Assign deadlines for completion of different parts of the proposal. If other people are responsible for other sections of the proposal assign deadlines for them. Set deadlines for each section so that when the proposal deadline approaches you will have it in on time. Identify the resources that you will need to provide the technical descriptions and compliance matrices.

Reference:

Fedmarket: How Are Winning Proposals Written

National Science Foundation: Writing the Proposal Narrative


Read This Next
How to Write a Proposal for a Service Business


How to Write a Small Business Proposal 


How to Write a Janitorial Service Proposal

Read more »

How to Make an Effective Sales Brochure

By Lanee' Blunt

Every small business should have a brochure. Brochures are a great sales tool and it presents information about your business and its capabilities, products or services. It should reflect your company image and your overall marketing objective.

Make the brochure design easy to read by dividing it into sections that can be scanned and glanced at. Use short concise headings and subheads about your product or service. Use white space between the section heads and don’t crowd with a lot of content.

Describe what you offer. All of the services that your company offers should be written in detail. How does your service work and what do you do that is different you’re your competition? This is not time to brag about how great your company is. What can you do for your client that’s what people care most about what is in it for them? Describe how the product works. Describe what the product will do for the prospect. Explain in detail the features of the product.

People expect a lot of information from a brochure and when they are going to spend their money they will read a lot of information.

Reference:

Jay C. Levison; Guerilla Marketing: Secrets for Making Big Profits from Your Small Business; Houghton Miffin 

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How to Advertise a Small Business

By Lanee' Blunt

Advertising your new business on a small budget is possible. You must keep your advertising goal in mind, and that is to sell your product or service. Working as a copywriter I have always kept that in mind. Words are what sell your product not funny pictures or funny ads. When you have a small budget you must make your advertising budget work hard.

Flyer

If you have a small budget you can invest some time passing out your fliers. Use your upfront money to buy 1000 one sided flyers. Have a strong headline on the flyer. Tell about your service. Stress benefits of using your company. Write your contact information, name, title, phone, address and email address. Use a light colored inexpensive bond paper with two standard colors of ink. Have the flyer printed professionally by a printer because it makes your small business appear more established to your prospects. Put them on bulletin boards, windshield wipers in office parking lots, and shopping malls.

Directories

Get your company listed in the Yellow Pages. Electronic directories are a good place to have a business listed; some are free and will let you include a profile about your company.

Business Cards

Design your business cards, include a logo, or download a picture of yourself. For under $20.00 you can have professional business cards printed. It should include organization name, your name, address, phone, fax number, and email address. Make your business card a mini ad by listing some of your services.

Reference:

Entrepreneur: Advertising Your New Business; Roy H. Williams




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Tips for Creating a Brochure

By Lanee' Blunt

Creating a brochure for your business is an excellent marketing decision. A brochure says that your company is here to compete and provides useful information to your prospects. People will read your brochure if they are interested in your product or service.

Brainstorm

Got down ideas, write down everything that comes to your mind and start crossing things off that are not informative. List all of the features of using your product or service. The content of the brochure is very important so you must inform the prospect by making sells points.

Cover

Put a strong selling message on the cover. The cover is the first thing that people notice and it should go above the photo or below it doesn’t matter. Arouse curiosity or offer a reward for opening the brochure.

Visuals

Your visuals can be photo of your company or your product. You can also use clip art if you like. Some clip art you can get online and download to your computer. Also you can buy a clip art software program that you can use in the brochure. Write a caption under all visuals. Think about the artwork as helping you to make your sales points. A good brochure demonstrates the product by showing the customer how useful it is in the picture. When you place people in the photos you add to the visual’s appeal because people really like looking at pictures with people in them.

Reference:

Robert W. Bly; The Copywriter’s Handbook; Owl Books

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Examples of Direct Mail

By Lanee' Blunt

Direct mail can be targeted to specific groups and prospects. It can be written for that specific group; it may be personalized, and designed as an effective marketing tool. It can be produced and mailed in a small campaign within days or weeks. Carefully targeted direct mail promotions may take longer to produce, but they are very effective.

The Mailing List

Give a lot of special attention to your mailing list. The mailing list is one of the most important aspects of a direct mail campaign. Contact a list broker; they may specialize in your particular business. Obviously, your list will depend upon your individual business but it is more involved than that. A mailing list broker can give you a detailed list for the exact people that will be interested in your product or service.

Offer

A direct mail package has to have an offer. An offer is what your prospect will receive when he calls about your direct mail. Having an offer gives the prospect a reason to respond to your direct mail. Offer a free newsletter, a free consultation visit, or a free sample.

Sales Letter

The sales letter must make the reader want the product or service. You can state a problem that the reader may be having and position your product or service as the solution. Use specific statements to make a strong and effective impression. The direct mail package should read as if you are speaking to a friend. Keep all technical jargon out of the sales letter.

Reference:

C.A. Nolan & R.F. Warmke; Marketing Sales Promotion and Advertising; South-Western

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Writing a Marketing Letter

By Lanee' Blunt

Marketing studies have shown that sales letters are extremely powerful and can out pull other collateral pieces like postcards and brochures. They are very cost effective and can be made on your computer using a laser printer. A copywriter can write a powerful direct mail package for you, but if you don’t want to hire a writer you can write the letter yourself with a few pointers.

Headline

Write a headline. Think about the newspaper and how the headlines grab the reader’s attention. People are busy and they have any things that will take their attention away from your letter. Start writing down keywords and see what you come up with. Gain the attention of your reader with a strong headline.

Body

After you write the headline start the body of the letter. Stress some benefits of using your service or product. Does it save time?  Is it cheaper than the competition? Does it come with a guarantee?

Let them know how you can be reached. Give all of your contact information address, phone number, email address, and fax.

Call to Action

You must have a call to action that will tell the reader to pick up the phone and call you. If the product is sold by mail ask them to mail in an order. Make it easy for your prospect to take action by including a reply card.

Make sure your sales letter looks professional and spell and grammar check before you send it.

Reference:

Inc; Writing a Sales Letter; Kimberly McCall; 2000

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How to Bid on Commercial Construction Projects

By Lanee' Blunt

Bidding is used when the contractor is being considered along with a number of other potential contractors. The lowest price to the owner or the bidder’s qualifications is sometimes what wins the bid for the contractor.

Construction Bid Software

A contractor should work with a construction bid software program when he is preparing his bid. It will help you with coming up with the best possible bid especially if you are new to the bidding process. The software can be purchased by the contractor and installed on your computer, or you can purchase the software and download it from the web.

Types of Software

Construction bid software can be very general and it can help you with the whole project. There are programs that are specifically for different types of contractors from commercial to residential.

Advantages of Bid Software

Bidding software is beneficial to the contractor because it helps to develop your bid. It develops budgets, establishes cost baselines, and keeps track of financial information on a daily basis as opposed to far less frequently as when the work was done by an employee. The budget information is stored in one location and is easily accessed.

A great way to bid on a commercial job is for a contractor to work with bid software and come up with the best possible price.

Reference:

GSA: Bidding on Federal Construction Projects

DJC; How to Build a Proposal Package for Your Company; Gerald Baron

About: Bidding Commercial Construction Projects; Juan Rodriguez

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