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How to Win the Advertising and Promotion Game
I am certain that, as a business owner, you have often entertained the question as to how much to spend and where to spend your advertising dollars. For most small business owners, these questions can add to the headaches suffered in the course...
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When "THEIR" tips meet "OUR" business

We all want mentors and role models -- but sometimes we realize that what works for "them" won't work for "us." Why? Here are some possible reasons.

(1) Your product is different. Henry helps people create marketing pitches. Jane helps people enter the world of public speaking for money. Hortense offers life coaching to successful business owners. Almost every e-business can make money from Henry's service. Hortense offers intangible outcomes achieved through a process.

(2) Your target market is different. Henry's market will respond to freebies and discounts. Hortense's upscale clients may be turned off by the same kinds of offers.

(3) You reach your market differently. Henry gets most of his business from an ezine and from his website. Hortense uses the list of contacts she developed during her corporate career.

(4) Your personality is different. Henry's charismatic presentations bring him clients,


even when he offers a complimentary talk to a marketing class. Hortense, more introverted, finds that people respond only after they get to know her.

(5) Your era is different. Henry entered the market late -- just a few months ago. He's fighting for a share of a saturated market. Hortense enjoyed being one of the first to offer coaching services to her niche -- eight years ago. Her reputation and contacts are like money in the bank.

Bottom line: Your business model has to be driven by your own time, place, market and offering. Cookie-cutter solutions won't work -- nor will someone else's unique, successful program. Rely on your intuition and, if you hire a resources, keep the focus on you and your business.


About the Author

Cathy Goodwin, Ph.D., is an author, career and business coach, and speaker. She helps clients spin words into gold. For more information, visit:
http://www.makewritingpay.com

 

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