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November 17, 2016 Starting a new business is very often a HUGE step for the person or people running things. With so many things to concentrate on, from supplies to staff to bills to completing new work on time, advertising is often left to last or even ignored all together. This is a greater truth in smaller towns, because the assumption is often 'Everyone knows everyone, so, of course, they'll all know my doors are open!' Sadly, frustratingly, for business owners, this is often not the case. I have come across many a business in smaller towns whose doors have been open for years, and yet a sizable portion of the local population was completely unaware of the fact. Another frequent mis-step of new business owners, especially those who are confident in the superiority of their product or service, is the belief in the old adage 'If you build a better mousetrap, the world will beat a path to your door!' This was true when the majority of people lived in villages with less than five hundred people and the next closest city was three days away by horse-back. In this Internet-of-Everything age, not only are people not automatically looking for the 'better mousetrap' in their own towns - they are often looking for it on different continents. In short: In order for your business to truly grow, you must tell the world that you exist, what you do, how your products or services benefit them and how they can acquire your wares. There are a few, simple, indisputable truths, if you are looking to grow beyond those in your immediate, four-city-block radius: If you have a budget for broader advertising, take a look at the options your fellow local business owners told you about and start a small campaign, there. Do not ignore word-of-mouth, either - But do not rely solely on happy customers telling others - There is nothing wrong with not only ASKING your customers to tell others about your business, but ENCOURAGING them, too; Remember your fellow, local businesses, too! If, for example, you are running a restaurant: Ask the local hair salons and barber shops if they would be willing to post a small sign for your business in their shop in exchange for the same in yours: There is virtually zero cost and definitely mutual benefit! There is always the benefit of personal, one-on-one, in-the-community, face-to-face advertising. Close your shop for an hour, during a slow time, fill your pockets with coupons and/or fliers and take a walk down the main thoroughfare of your town. As you pass people, introduce yourself as the owner of (your business name), give them a flier and tell them you would love to serve them in your shop, sometime, soon. These are just some of the possibilities for low and no cost advertising of your new or small business. Naturally, as your business and your ad budget grows, you can pay people to do the above, since you will be focusing on the new business you generated, yourself, when you first started out. Eventually, as your business grows even larger, you will move on to more "traditional" forms of marketing, designed to reach larger audiences across much broader locales.
Just remember - If you build it - You must TELL PEOPLE that you have done so, before they will come. Copyright © 2020 CanadianISP.ca / Marc Bissonnette, Ontario - All rights reserved - |
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