Getting Business to Come to You – Paul and Sarah Edwards & Laura Clampitt Douglas

Getting Business to Come to You
Paul and Sarah Edwards & Laura Clampitt Douglas

Another great book for a small business looking to establish themselves and learn the essentials of marketing. Getting Business to Come to You focuses your attention on the most effective, low-cost methods of marketing and also gives very useful technical details on the process of creating your own marketing materials.

The four most effective, low-cost marketing methods are

1. Word of mouth. To have a business thrive and grow with only word of mouth marketing should be the goal of every entrepreneur. Not that you can’t give it a kick with some other methods when you want, but what sweet bliss it is to have your customers and new ones beating a path to your door with no effort on your part except your great reputation and service. The key is to get yourself into the mind of the people that matter…your customers. Focus your efforts on those people that will buy from you and get them to give you referrals. Everything else you do is in order to reach this goal.

2. Public relations. PR is your ticket to being established as a leader in your industry. Create a publicity kit and get the media’s attention. Use your publicity to get others to recognize your name and know that you are the expert in your field.

3. Direct marketing. Use it to control how often your business enters into the mind of your customer. A monthly newsletter or a quarterly sale or discount, that they are alerted to via direct mail or email, will keep you in their minds and keep them telling their friends about you.

4. Inventive advertising. New customers will be attracted to your business if you are effective at advertising. Being inventive is the key. Your copy has to stand out from the rest and you have to be creative. Experiment with different media such as bulletin boards, radio and TV shows, yellow pages, trade directories, etc.

This book has helpful lists of when a particular marketing technique is right for your business and when you’re just wasting money. It helps you tailor your marketing campaign to your needs. I especially enjoyed the technical details on such topics as building a publicity kit and writing and designing advertising copy that sells. Other topics were detailed as well, but these stood out as the most important for my business at this time. Read the book and see which ones stand out for you!

While reading Getting Business to Come to You I often found myself putting the book down to implement some of the things I had learned before moving on. For example, when it talked about focusing in on getting your name into the minds of your potential customers, I had to stop and write emails to all the teachers I know to find out how best to let math and science teachers in the Urbana/Champaign, Illinois area know that Quantum Tutoring is THE tutoring company that they should refer their students to. After reading the chapters on advertising I came up with a strategy to post flyers at football games and other local school events; after reading about public relations, I planned to get involved in the local parent teacher associations and set up a booth at the local schools’ career fairs. I also used the tips in this book to create my business cards and letterhead. this! · digg this!

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