Marketing Your Business

One of the most difficult things I had to overcome when I started working for myself was promoting my business. I was brought up to believe that self-promotion was arrogant and self-serving. It was better to be meek, to be humble, to be quiet. You may be the same way. But who will find out about your business if you're too afraid or embarrassed to market yourself? So here are the top ten ways I learned expose my business without exposing my ego.

1. Use Success Cards. Have you ever gone to a business event, slipped someone's card into your pocket or purse, and run across it weeks or months later? How often have you wracked your brain trying to remember who that person was or what that person did? Most business cards contain too much content and no context. With Success Cards, on the other hand, less is more. Success Cards are the best personal marketing. They usually have your picture to help people remember you, as well as a phrase that tells what problem you solve. The rest of the text is limited to your main contact phone number and a website or email address, not both. That's it.

2. Let Your Clothing Do the Talking. If you're afraid of marketing yourself, let what you wear speak for you. That doesn't mean you have to wear a billboard on your back. Just use a catchy phrase or an interesting item to generate interest. A nationally known business leader used the phrase "I have a new attitude. Ask Me How" on her tops to get people to talk to her. When I was a rep for a basket company, I wore a large crystal basket pendant as an attention-grabber. Clothes and jewelry are great marketing tools.

3. Let Your Car Do the Talking. Door signs, window signs, bumper stickers, magnetic die cuts, car wraps - there are any number of ways to use your vehicle to promote your business and do some marketing for you. You'll be promoting yourself every day. And you never have to say a word.

4. Join a Local Networking Group. There are many professional networking groups that have been formed for the express purpose of marketing different businesses. Some include Leads Club, LeTip and networking groups through your local Chamber of Commerce. They are usually exclusive marketing groups, meaning there can only be one business represented in any category. For instance, there will be only one florist, dry cleaner, real estate agent, banker, etc.. There is internal loyalty -- the members are honor bound to only promote each other. There may be a membership fee, but you can usually attend one or two meetings as a guest and test the waters before you join. And if you do join, your fellow members will be doing some marketing for you.

5. Join an Online Networking Group. Many businesses are marketing to prospects by connecting to the Internet. There are a number of networking clubs on the web that are easy to join. Most are free of charge, or have a level of access that's free. Once you sign up, you'll be able to "meet" qualified business leads, establish perceived competence about you and your product or service, and create brand identity.

6. Share Your Expertise Through Volunteerism. Are you a copywriter? Find a great non-profit that can use help writing ads. The local theater company might appreciate the talents of an interior decorator to help with designs for their next set, or a seamstress to help with costuming. A web designer might be a wish come true for a local children's agency that needs an online presence for attracting donors. While you're helping out, develop relationships with the staff and the board members. You'll be surprised at the marketing you'll be able to do just by talking. Be a generous giver, and you'll be sure to receive.

7. Play Tag. Always "tag" your emails with a signature that will promote your business. Add color or an interesting logo, plus a marketing phrase or quote. Be sure to include an active link to your website. Caution: try not to make it look too busy, and only include one or two links. Having a links page on your website is a good thing. Turning your email signature into a links page is not.

8. Create a Newsletter. When you publish a newsletter, whether virtual or printed, you are automatically perceived as an expert in your field. Make the newsletter informational, but don't forget to include the marketing piece. Add a promotional box with your business contact information. If your newsletter is electronic, include active links to different pages on your website. Newsletters are a great resource in the marketing toolbox.

9. Write Articles for Others. When you write an article that's published in someone else's periodical, you are essentially receiving a second-hand endorsement. If the publication is virtual, require an Author's Box that will include your name, the name of your business, copyright info, and an active link to your web page. Some saavy businesses have developed an entire marketing campaign around article writing.

10. Let Other People Do the Talking. Remember that "facts tell and stories sell." Gather and publish testimonials from satisfied clients and customers. Get their written permission to use their words, their image and/or their voice. Thank them by offering them a discount or a free product or service. Be grateful and generous. Their honest testimonials may be more valuable than any paid marketing you could create.

Remember these ten concepts, and you'll be well on your way to marketing success.