Practical Marketing Expert, Business Lifestyle Architect, Speaker, Author
Seattle, Washington

Articles » Marketing & Sales »

Very helpful

7.7

out of 10

61 votes

Don’t Go There—6 Small Business Marketing Mistakes to Avoid Like the Plague

Every promotion you do should give people a good reason to want to know more, and an incentive to do it—right now. Fixing even one of the following 6 mistakes is sure to catapult your marketing results.

Written Oct 16, 2009, read 7147 times since then.

As a marketer/copywriter, I can never resist critiquing every postcard, TV ad, sales letter or brochure I run across. And whether the company is big or small, I see the exact same mistakes made time and again.

To a large degree this is because fat cat corporations have traditionally had lots of marketing and advertising dollars to burn, and used few, if any, ways to track results. So they invest in lots of branding ads and fancy commercials. And maybe a little direct mail.

Of course, since that’s what we see the most, it’s only natural for small business owners to follow that example. So if you do any marketing or advertising, it’s probably more about branding and visibility than making sales.

Small business owners simply can’t afford to do this. But that’s not the only expensive, business-killing marketing mistake I see small businesses make all the time. Below are 6 more you’ll want to avoid like the plague...

Mistake #1 – Branding-only promotions.

While branding is important, if you’re creating ads and promotions that primarily include only your name and/or business name, phone number, logo, headshot, and Web address, you’re missing the boat.

Every promotion you do should, at a minimum, give people a good reason to want to know more and an incentive to do it. So make ‘em an offer they can’t refuse and provide plenty of reasons to take advantage of it right now (think deadlines, special bonuses, limited quantity, etc.)! Then track results.

Mistake #2 – Assuming your prospects, clients or customers won’t do something.

This includes... Attend a seminar, read a long sales page, listen to audio, take action, buy this. Typically people make these assumptions based on what they themselves like, or will or won’t do.

Since everyone has a different learning style (some people learn by reading, others by listening, or watching, or doing) and living style, it’s dangerous to assume everyone in your market is the same.

Instead of not using certain formats, use all possible formats to appeal to the most people possible. Or at the very least test one against the other until you find the best option.

Mistake #3 – Offering a free consultation as your primary lead-generation tactic.

Listen, when somebody offers you a free consultation, what do you think first? If you’re like most people, you immediately think “sales pitch.” And who wants to volunteer to spend their time listening to a sales pitch—especially for something they’re not even sure they want.

Instead, offer something of value. Something they’re going to want. Even if that just means renaming or reframing your original offer to make it juicy and benefits-laden.

Mistake #4 – Not telling people what to do next.

Every piece of marketing or advertising you do should have a compelling offer combined with a clear call to action (Do A to get B). In other words, once you come up with something of value to offer them, you need to convince them of why they would want it, then tell them exactly what to do to get it.

Mistake #5 – Expecting people to guess or search.

I can’t tell you how many times I’ve wanted to buy something, or order something, or sign up for something, but didn’t because I couldn’t figure out how or where. Everyone is so busy, so you can’t expect anyone to spend time figuring out how to take the next step.

So make sure your contact info is on everything you do. And more importantly, even if you have your contact info on there somewhere, make sure you include it again right there with your call to action. And make it big and bold. This holds true whether it’s a brochure, ad, postcard or whatever.

On a Website make sure your Buy Now button is big and obvious. And if you’re going to promote something, send people directly to THAT Webpage and not your home page or a catchall products or services page. Otherwise you force them to search for what
they were interested in, and you may lose them in the process.

Mistake #6 – Being bland or boring with your marketing.

“Corporatespeak” may finally be dying a slow death (at least I hope so), but it’s alive and well in most small business marketing materials. And given that we’re hit with more than 3000 ads a day, boring isn’t going to cut through the clutter and help you stand out from the crowd.

Instead be human, interesting, fun, sassy, snappy, whatever. Even if you sell to businesses, you’re still always selling to another person. So don’t feel like you have to stick with a dry, formal, academic tone of voice to be taken seriously.

Remember, people buy from people they know, like and trust. So be likeable, not a stick-in-the-mud.

If you’re guilty of one or more of these mistakes, don’t despair. Just get to work making your marketing more effective. Fixing even one of these 6 mistakes is sure to catapult your results and help you generate more leads and sales.

Learn more about the author, Stacy Karacostas.

Posted by E. Steve Kim, Seattle, Washington | Oct 19, 2009

Great practical and appropriate marketing advice for the small business owner. Nicely done!
Posted by Edward Aldama, Phoenix, Arizona | Oct 19, 2009

Excellent! Thank you for such simple and insightfull advice. I will never look at a marketing piece the same way again... :-)
Posted by Josh Bereano, Seattle, Washington | Oct 19, 2009

Are you on Twitter Stacy? Very insightful artice. Well done! I just sent this article out to my Twitter and Facebook network.

Josh Bereano www.Twitter.com/avirtualpartner

Guerilla Social Media Marketing
Posted by Ken Peters, Phoenix, Arizona | Oct 19, 2009

Good advice, but I want to nitpick point one...

Branding goes beyond mere image. For that reason, I think that point one would be better titled as "Image-Only Promotions".

I agree that a marketing piece predicated on mere vanity isn't likely to entice action. I also agree with your statement that every promotion should, "give people a good reason to want to know more and an incentive to do it".

However, branding is ALWAYS a consideration because every business IS a brand, whether you want to be or not. The offer you include in your promotion is as much "branding" as the logo that immediately identifies the promotion as yours.

The small business owner must realize that they don't really own a business as much as they operate a brand. Once you understand that distinction you're on the path to success.

Branding is not superfluous decoration that small business owners can consider as an afterthought or an expensive decoration for only larger businesses. In a saturated marketplace where consumers are inundated with information your brand is differentiation and must always be leveraged to its fullest effect.

Nocturnal Branding Studio
Posted by Stacy Karacostas, Seattle, Washington | Oct 19, 2009

Hi Everyone, Thanks so much for taking time to read and comment!

Steve and Ed...I'm so happy to hear you found this info helpful.

Josh, yes, I am on Twitter (@stacykaracostas). And thank so much for the Tweet and FB post. Much appreciated.

Ken, I think we really are on the same page here. You are so right about branding. It's definitely not something that should be an afterthought. It is a critical piece of marketing success--especially these days with all the competition on the Internet. And it cuts across everything from your logo, to what your salesperson (or you) wears, to your offer, the voice in your copy, and much more.

I just like to make sure that small businesses don't spend all of their marketing budget on branding-only promotions when they could easily combine them with something that generates response and does more to grow their business. Of course, all of it only works if you've got the right brand to start with.

Best, Stacy
Posted by Kirste Reimers, Houston, Texas | Oct 19, 2009

I just signed up for Biznik and went directly to your post. Just in time, too. I'm working on a postcard for a client and am using your advice in real time. Thanks! (yeah, I know I need to get my photo uploaded next!)
Posted by Stacy Karacostas, Seattle, Washington | Oct 20, 2009

Glad I could help Kirste, and welcome to Biznik!

Warmest, Stacy
Posted by Miriam Dyak, Seattle, Washington | Oct 22, 2009

Stacy,

This is very helpful. I hope you write more with some examples of the suggestions you make.

Miriam

Helping people live beautifully in a difficult world
Posted by Marte Cliff, Priest River, Idaho | Oct 22, 2009

Great article Stacy. Far too many marketers forget all about "reason why" and the call to action.

Something else they do is forget that marketing isn't about THEM at all - it's about their prospective customers and what THEY want and need.
Posted by Padma G.C., Kathmandu Nepal | Oct 22, 2009

Great Artile
Posted by Darin Teal, Salem, Oregon | Oct 22, 2009

Great info thanks
Posted by Brian Hower, Erie, Pennsylvania | Oct 22, 2009

Very well said Stacy. I have seen each of these "missteps" many times too. Guilty of them myself.

Effective marketing is the KEY to success in business.

A great and diverse plan that brands well and also proves value with a distinct call to action is exactly what we all need to be striving toward.
Posted by Melissa Bochet, South Windsor, Connecticut | Oct 22, 2009

Awesome points!
Posted by Rick Cox, Silverdale, Washington | Oct 22, 2009

Thanks Stacy! We plan to make several changes immediately.
Posted by Mark Sherman, Huntsville, Ontario Canada | Oct 22, 2009

Some good points Stacy. I want to sell my services without the annoying salesman type pitches. I want to come across as a skilled professional who is only trying to help a client.
Posted by Cherie Killilea, Spokane, Washington | Oct 22, 2009

I see how I can implement this immediately, starting with my business cards themselves. Thank you for your insight.
Posted by David Losh, Seattle, Washington | Oct 22, 2009

7 Deadliest marketing Tips?

I thought your article said there were only 6.

So I looked at the news letter.

What a great article and it motivated me to do something.
Posted by Steve Stockman, Seattle, Washington | Oct 22, 2009

Thanks Stacy! Now I have a good checklist to review before moving forward with my promotional efforts and special offers!
Posted by Arnold Zwickel, Duluth, Georgia | Oct 22, 2009

Very interesting article now I have to figure out how to use it when selling a service not a product.
Posted by Barbara Scrivener, Royal Oak, Michigan | Oct 22, 2009

I really liked this article:) You brought up so many important points that cross over into my area - branded merchandise- that I can share with my clients. Good job! You really provided a service by sharing this info with us... thank you.
Posted by Pam English, Virginia Beach, Virginia | Oct 22, 2009

Awesome information! The point you made about a "call to action" is crucial! I must remember to implement this consistently in the future!
Posted by Nélida Kreer, Montevideo, Montevideo Uruguay | Oct 22, 2009

Hi Stacy, Great article, great tips. I have to agree with Ken about branding, which is to my mind what makes you stand out and distinguish yourself from the next guy who is doing exactly the same as you are. And I was especially drawn by your advice on avoid being boring. Have to look into it more, although I have tried. As what I am selling is an intellectual service, i.e., translations, it is not always easy.....
Posted by Jody Lende, Lynnwood, Washington | Oct 22, 2009

Thanks for this very useful information! For me the timing could not have been more perfect… I am in the process of relocating my business (a full service hair salon) & I will be referring to this article every step of the way in my marketing. Jody Lende – owner/stylist Accent On Appearances LLC
Posted by Florence Jonen, Olympia, Washington | Oct 22, 2009

I have an issue with your comments on branding. I have met numerous businesses that have been in business for 15 or 20 years that never did any branding. Only offered specials that could be tracked. I never knew they existed and now they are wondering why business is so bad. No one remembers them. The mentality that all advertising had to be trackable, leads to poorly designed ads.

I have seen small businesses that have only been here for 2 years doing very well because they have made that name for themself with consistant branding and they are on the tip of our tongue when we think of their type of buisness.

Customers that come in for specials will then go to the next special somewhere else. They are not the loyal customer. To offer that special you had to take a loss and pay for the ad to do it.

Branding is the opportunity to build up your reputation. Make people remember you so that they will come back.

I agree that you need something in the branding ad like a question to get them to action. Also something that makes them think of your business when they think of that type of business.

It is proven that pictures will get people to look at your ad first and people feel more comfortable knowing what to expect.

Being consistant for the long term will make a difference. I have seen businesses advertise for 4 months and then customers are looking for them and the ad is gone. In today's economy the first thought is "Are they out of business?".

Had those business that have been around for 15+ years done some branding in their advertising they would not be so worried now. They have been surviving on giving away coupons and with todays economy it doesn't work. The coupon cutter wants a bigger coupon and the loyal customer is with another business.

I would prefer 2 loyal customers then 5 flash in the pan coupon cutters any day. Those 2 loyal customers will bring me a multitude of referals in business and I don't have to give it away either. The coupon cutter will only refer me if there is another coupon.

Some examples of your advising would have been helpful. I wonder if what you wanted to say and what came across were not the same. Examples of the wrong way and the right way of an ad would be most helpful to the small businessman.
Posted by Teresa Boze, Portland, Oregon | Oct 22, 2009

Here's another - never assume that word of mouth doesn't move mountains.

For that reason alone, consider who knows who, who provides the health insurance in the family, who is a big contributor to someone's fundraiser that also is their connection to other contracts.

Yup, let's not be derogatory of our neighbors, corporations.

And let's be careful who is calling themselves a copywriter, and who is one.
Posted by Brittani Hoeks, Olympia, Washington | Oct 22, 2009

Thanks for the good advice. I am currently doing a ton of brochure, flyer, ad and Website work for Eden Advanced Pest Technologies... I don't have a Marketing degree so it's been interesting learning all the Do's and Do nots.

For the most part I try to implement the ideas that attract me to other companies. And those are never boring "corporatespeak." (I do not like to read fine print)
Posted by Mark Vetanen, Beaverton, Oregon | Oct 22, 2009

I am finding that being open and upfront with my pricing has worked to acquire customers. I simply walk a prospect through my published rate sheet and they can for themselves see exactly how much the service will cost them. In many cases I have been able to attract a client who was under the assumption that video was to expensive for them.

So the mistake in today's economy is to have hidden or vague pricing structures.
Posted by Mark Vetanen, Beaverton, Oregon | Oct 22, 2009

I am finding that being open and upfront with my pricing has worked to acquire customers. I simply walk a prospect through my published rate sheet and they can for themselves see exactly how much the service will cost them. In many cases I have been able to attract a client who was under the assumption that video was to expensive for them.

So the mistake in today's economy is to have hidden or vague pricing structures.
Posted by Teresa Boze, Portland, Oregon | Oct 22, 2009

Here's another - never assume that word of mouth (WOM) doesn't move mountains.

For that reason alone, consider who knows who, who provides the health insurance in the family, who is a big contributor to someone's fundraiser that also is their connection to other contracts.

Yup, let's not be derogatory of our neighbors with the big house and fine trimmed lawns, corporations.

And let's be careful who is calling themselves a copywriter, and who is one.

Along that same vein, let's consider the new rules in the new economy in the new social media marketing.

Q: What numbers above defy what we now know works for marketing?

A: One through six. All of them assume that you should be broadcasting your message. Even when the point is valid, it is negating by this form of communications. Let's look deeper.

1: Assumes a One Off contact. How about building a relationship through social media? Let them see you again and again. Get to know them, something about them and talk. Just like we used to do when our downtowns were filled with store fronts of people who all lived in communities. The "pro"sumer knew where they were at. They did not need to be aware of the name, image, or logo at all. They were at Joe's outdoor store, Millie's computer's...

2: If you use all possible formats to appeal to the most people possible you will: A: Make yourself crazy. Why not just be yourself, be who you are? You are what you do. Enjoy that. Be that. Do that. Don't spread yourself too thin trying to be all things to all people, even in your marketing. Take time and think about the people who use your service. And gasp talk to them to find your best core <shudder> format. B: "format." That's corporate speak (two, not one word). That's corporate think. No wonder #2 has so many issues around it.

3: Don't offer a free anything. That's almost creepy. Just help people and talk about the common interests. If you have an earth moving business, take the pebble out of the shoe of a child. If you have a webhosting business, explain to someone trying to set up a blog what the difference is between cloud and network hosting. Build friendships and relationships build themselves. Use searches and monitoring in social media to find these people everywhere. LinkedIn is a start. Answer questions there. Then, search twitter for questions people are asking. Use your blog, use the tools that are out there for this exact purpose.

4: My attention left the room before I finished reading this one. Broadcast in the first degree. What makes you think people must "do" anything when they see your marketing? Oh yeah. Because you're thinking the corporate use of marketing, not the social capital (Tara Hunt, the "Whuffie Factor" ) use of relating to people.

5: SEM (search engine marketing) at it's worst. Yeah, drive everyone to your "we only want your money" page, and you'll drive everyone away. Really what is the issue here: Helping people find what they are looking for, or trying to force the horse to drink? You think that the WOM that comes from such an experience will create a good will image for you?

6: Why wasn't number six alive and well in numbers 1-5?

It's about the conversation. Remember that when creating your marketing plan strategies and tactics -What you want to happen, why you want to do things, and how you will do them in your "marketing." Look at the different ways others are successfully doing it - not just claims of success, but community consensus - and model. Ask them how. They will love to talk to you, because they are successful. And model after that.
Posted by Laila Atallah, Seattle, Washington | Oct 22, 2009

Stacy: Thanks for this great article! I subscribe to your e-newsletter and yours is one of the very few I receive that is always chock-full of very specific tips and ideas I can use right away. Laila
http://careercounselingwithatwist.com/
Posted by Marte Cliff, Priest River, Idaho | Oct 22, 2009

Stacy - I can't believe how many missed your point on branding. Some people need to read more carefully.

I write for and offer marketing training for real estate people - and constantly harp that "I'm here, hire me" ads just don't cut it. People need to have a reason why they should use one agent over another.

I do agree that in today's economy you need to maintain visibility. Otherwise many will assume you're no longer in business.

Meanwhile, the subject of "what is branding?" could be an entire article - a long one. Maybe you should tackle that one next, so the folks arguing with you can see that branding is not just about having a logo.

My opinion - anyone new to marketing themselves should take your article to heart. It's filled with good advice.
Posted by zzzzz zzzzz, Washington, D.C. | Oct 22, 2009

Stacy......

I always believed these as tried and trues -- means to shine amongst your competitors.

Great of you to post.

Best, Kathy
Posted by Leah Oviedo, Encinitas, California | Oct 22, 2009

Stacey. Thank you for that great article. I especially like #2 about using all possible formats.

That is how I have been marketing my business this year. It works better than in the past when I was only using basic ads. These days I am on the lookout for new venues to sell through.
Posted by Suzi Beech, Portland, Oregon | Oct 22, 2009

Nice article, Stacy. Thanks!
Posted by Stacy Karacostas, Seattle, Washington | Oct 23, 2009

Wow! Thanks to everyone for your comments here. I'm so thrilled to see that this article has been helpful to so many of you!!

Marte - Great to hear from you. I've followed your work from afar for quite awhile. I think you're right, I need to write an article about branding too. :-) But hey, not everyone is going to get what I'm saying here.

Laila - Thanks so much for the props for my articles and newsletter. I love knowing you find my info so helpful. It's good to connect with you here too!

Leah - Good for you for exploring more and different avenues for marketing your business! You may not find that every option out there is a good fit for you, but the more media you use the better results you'll see for sure.

Florence and Teresa - I appreciate your comments, and would like to point out that I'm not saying branding isn't important. I'm just saying you need to more than just put branding-only ads out there.

I also don't advocate simply giving something away for free or always offering discount coupons or special deals. However, I do believe that if you offer people something of value they're far more likely to take action than if you just stick your name and phone number on an ad. Bottom line is there's more than one way to skin the offer cat, but you gotta give people a good reason to take action or they probably won't. And just for the record, taking action doesn't necessarily mean buying something. It might mean clicking a link, downloading a report, reading something, etc.

Finally, I agree wholeheartedly that quality marketing--whether in person, in print, or on the Web--is all about building relationships. People have to come to know, like and trust you before they'll happily do business with you.

Here's to your future success! Stacy
Posted by Mary E. Rossow, Los Altos, California | Oct 23, 2009

Spot on!
Posted by Eric Basir, Evanston, Illinois | Oct 23, 2009

“Corporatespeak” may finally be dying a slow death (at least I hope so)...

Thank you!
Posted by Susan Templeton, Bellingham, Washington | Oct 23, 2009

You're a great writer, Stacy. I have to disagree about a tendendy to 'over brand' from the top down. Most entrepreneurs limp out with a half cocked visual/theme/idea that is unclear and does not set them apart from their competition...then they and change it as they go along. This is seriously underestimating the value of CONSISTENT and very well presented VISUAL as well as verbal communciations that telegraph you are for real, serious, committed and professional.

Of course everything else follows if your message is on target and targeted! There is even a place for corporate speak...they love their own lingo so don't belittle it! (just know when and where to use it)
Posted by Sean Collins, Whitinsville, Massachusetts | Oct 24, 2009

You don't know how good you've made me feel. After reading your post, I immediately got that "I knew I was right" feeling.

I work for a small agency during the day that is run by people that just don't get it. Last winter/spring they spent MONTHS working on a direct mail piece to promote our services to restaurants. I had nothing to do with it. I didn't even know about it until it was well under way.

When I finally saw and read the final piece, I was amazed at how useless it was. It just had our contact info and services. Branding with no punch.

During a financial crisis you can't sell your business by just offering a free consultation. There should have been discounts offered.

If I was new to the company, I'd have offered my opinion. But having known them for years, I'm working on getting out and working for a smart company.

Thanks for backing me up.
Posted by Stacy Karacostas, Seattle, Washington | Oct 24, 2009

Great comments! Thanks for sharing!!

Sean, I'm so glad to hear you're now ready to make a break and work for a company who's deliverables you can stand behind.

Susan, I couldn't agree with you more about so many small businesses not really understanding what a brand is and should be. I was just making the point that an ad that's all image and contact info probably isn't going to bring in new clients or sales.

However, I disagree about the corporate speak. Even CEO's are regular human beings who respond to conversational language. And corporatespeak tends to say little with a lot of big words. That rarely communicates any kind of compelling message to anyone. But I certainly appreciate you sharing your point of view.

Warmest, Stacy
Posted by Emile Paradis, Marietta, Georgia | Oct 25, 2009

Enjoyed the article. Anyone involved in marketing their business would do well to heed your advice. A couple of points:

I agree with Susan that if your target market is speaking corporate speak, speak corporate speak. You have to speak in the language of your market. However, most of us are not being addressed when this language is being used.

Your advice to call for action in every piece you do and to tell the reader/listener what to do next is tried and true. Just check out Glazer-Kennedy. I know many of us more refined, genteel types may say we're turned off by their direct approach, but it works. I'm an advocate of information marketing and becoming a resource but direct response advertising is not dead. "Free" still motivates, as long as it's something people want. You may not like it, but there's still a place for it.
Posted by Stacy Karacostas, Seattle, Washington | Oct 26, 2009

Hi Emile, Thanks for the terrific comment. I've long been a fan and follow of Dan Kennedy, and you're right...Direct response is far from dead. In fact, these days most people appreciate being told what to do next because, hey, who has time to guess???

As for the "corporatespeak" part, I have to ask...How many people have you ever met who actually "speak" that way? Typically it's something you only see in print or in a heavily scripted speech. No one actually talks that way in their day to day lives.

So if you want to get noticed, make a connection (IE: become someone they know, like and trust), and have a conversation on paper (which is what sales and marketing copywriting is all about) you need to sound like a person and not a corporate sound bite.

Of course, if you're talking to engineers, CEO's, software developers, or veterinarians or whomever, you should use their specific vocabulary where appropriate. But true corporatespeak is just a bunch of big words that don't really mean anything. And what's the point in that?

Here's to your future success! Stacy
Posted by Leah Oviedo, Encinitas, California | Oct 26, 2009

I agree that Corporate Speak has a place, but it's not for most solopreneurs. It certainly wouldn't be advisable in my business.

I work with new and small business owners. My message would be lost if it sounded like it was coming from a CEO of a billion $ Co.
Posted by Reid Peterson, Boulder, Colorado | Oct 26, 2009

What hit home for me was the snippet about a Website Homepage. From prior experience with google adwords, directing the click consumers to your homepage is something that will only burn holes in your pockets.

It's worth your time to build landing pages that are exact matches for what the click consumers are searching for.
Posted by Stacy Karacostas, Seattle, Washington | Oct 26, 2009

Hi Leah and Reid, Thanks for your comments!

And Reid, I couldn't agree more. It is absolutely worth the time to create specific landing pages for each of your products or services then send people straight to the one that's the right match.

Thanks for sharing! Stacy
Posted by John Kilbride, Calgary, Alberta Canada | Oct 27, 2009

Hi Stacy, very informative article. Anyone marketing a business would do very well to follow your advice. Each of your points get reiterated to our clientele literally on a daily basis.

I must admit, I can't resist adding another marketing tip based on a couple of the posters.

Tip # 7: Never "call-out" a colleague in a professional setting unless forced to do so. You'll only end-up turning off potential customers (please refer to everything you've ever read in the political arena for the history of all time for evidence).

Thanks for a great article Stacy.
Posted by Stacy Karacostas, Seattle, Washington | Oct 27, 2009

Glad you liked the article John. And great tip.

I'd add that you should also be very careful about putting your competition in a negative light in your marketing. It can be done, and done well, but it shouldn't be done lightly.

Warmest, Stacy
Posted by Sandy Rivers, San Mateo, California | Oct 29, 2009

This is a GREAT post! Just in time too. My website is due for a complete update and overhaul; everyone's comments will help a lot.

Stacy, I've been bad on all the points you've brought up, but have learned so much. Also many of the comments to your article from Ken, Teresa, Florence, and others have provided active thoughts on the update.

Thanks to everyone for help...even if you didn't know you were giving it.
Posted by Shaun Lawrence, Irvine, California | Oct 29, 2009

Great points I will remember as I start marketing my new Orange County CPA Firm. Especially the bland and boring point. Shaun
Posted by Stacy Karacostas, Seattle, Washington | Oct 29, 2009

Hi Sandy and Shaun, So happy I could provide guidance and food for thought as you both work on fresh marketing. Thanks so much for your comments.

Best of luck! Stacy
Posted by Terri Dunevant, Hillsville, Virginia | Nov 02, 2009

Wow, Stacy, great article. I must say that your comment and that of Ken Peters hit the nail on the head with branding promotions.
Posted by Stacy Karacostas, Seattle, Washington | Nov 02, 2009

Thanks so much Terri! Appreciate the comments.

Best, Stacy
Posted by Elaine Chan, Bellevue, Washington | Nov 03, 2009

Hi Stacy:

Good to see you again! #2 hits home for me very well! Thanks for the great insight!
Posted by Stacy Karacostas, Seattle, Washington | Nov 03, 2009

My pleasure Elaine. And good to "see" you too!

Warmest, Stacy
Posted by Maia Lynd, Guilford, Connecticut | Nov 06, 2009

Hi Stacy, I found your article most helpful, and I've had a hard time finding such advice.

I'm in the business of Hypnotherapy, Reiki and Shamanism, and sometimes I've felt a bit like a Brain-surgen might feel, trying to promote him or herself. Add to that, being a Brain-surgen in a culture that does not know that Brain-surgery exists.

Hence I've restructured my adverising strategies many times and come to many of your conclusions.

You are selling to people, individual people, and somehow you need to say something that speaks to them, or they will not be listening.

You also need to factor in You. You are the one speaking, and if you don't stand behind your service or product 100% why speak?

Now on a practical note, I've been struggeling with offering, or not offering Free Consultations. I've finanlly decided to try the approach where a client pays for the first session, only if they decide to come for a second session. That way it is not free, however you can try out the "brainsurgery" and see how you like it.

I keep sitting with it, yet I can't put my finger on how it feels. Would I go for that? I don't know. It might make me feel free to take a chance, knowing I don't stand to loose any money, and it might have me thinking that the person must feel confident that I'll be back... it could also make me feel like I'm about to be manipulated... and by a hypnotist no less...

I think I'll have to sit with it some more :)

Thanks again. I'll be printing it out and putting it on my wall.
Posted by Rachelle King, Seattle, Washington | Nov 10, 2009

Great article! I think even big business could take a tip on the Branding advice. Why not build your business and promote brand all at the same time. There is no reason you can't create desire and a call to action in Brand campaigns. I also love the advice about "free consultation", because I am at fault for doing this myself out of fear that I must offer something for Free or very low cost to get new business. I wonder if this could be what has been hurting my own efforts honestly. Thank you :0)
Posted by Stacy Karacostas, Seattle, Washington | Nov 11, 2009

Hi Maia and Rachelle, Thanks for your comments. I'm always thrilled to hear someone has found one of my articles to be helpful!

Both of you should keep in mind that you can offer many things besides a consultation for free (a report, audio, book, e-book, white paper, checklist, worksheet, etc.).

Also, if it helps Maia, a format I used to use quite successfully as a consultant was to offer a 100% guarantee on the first consult with no charge at the end if they weren't satisfied. Plus, if they hired me for further work on a project I'd deduct the cost of the initial consult from the project estimate. Perhaps a version of that would work for you too...

Best of luck to you both! Stacy
Posted by Maia Lynd, Guilford, Connecticut | Nov 11, 2009

Thank you Stacy, I like that idea. It might help people open up to try something new, yet not feel manipulated.

That could work very well :)
Posted by Stacy Karacostas, Seattle, Washington | Nov 12, 2009

My pleasure Maia. Please do let me know how it goes. Best, Stacy
Posted by Jeannie Keyes, Renton, Washington | Nov 17, 2009

Stacy, interesting. My marketing still sucks and I have a part time marketing guy doing my newsletter and answering my emails and working my social networks. I am basically a computer idiot and don't have the time, expertise or inclination to work this part of my business. I have been in business for 15 years now but It is yet to provide me with a decent income and I think it is just because people just don't know I'm out there! Spent years in magazines and papers in our trade but never seemed to do any good. Am now focusing on the internet avenues. Will have to go over your ideas with my marketing guy. I'm now wondering if I'm just paying him to do something I don't do well and don't WANT to do or if he's actually doing any good at this point. And, hey, what the hell IS branding and how does one do this thing?? Thanks again for the article. Jeannie Keyes - owner The Venus Moon Metaphysical Book Store 425-271-3373 Renton, WA thevenusmoon.com jkelloggkeyes@juno.com (personal email)
Posted by Demetrius Pinder, Newark, Delaware | Nov 17, 2009

Great article! I'm definitely guilty of #1! So, I've decided to offer 6 months of free web hosting when I start my new marketing campaign.

Thanks for the advice.
Posted by Demetrius Pinder, Newark, Delaware | Nov 17, 2009

@ Jeannie Keyes: have you considered a redesign of your website?

Plus, you should be linking to Facebook, Myspace, Twitter, etc.

Check out this group on Facebook: http://www.facebook.com/#/pages/Spirituality-Metaphysical/15081837874?ref=search&sid=151500600.4062909807..1
Posted by Stacy Karacostas, Seattle, Washington | Nov 17, 2009

Jeannie and Demetrius, Thanks so much for your comments here. Good for you Demetrius on coming up with a juicy offer you can make to new clients.

Jeannie, I'm positive a newsletter and social networking efforts would be good for your business if done right. But you do need to know enough to figure out whether or not your current consultant is doing a good job. Depending on what he costs and the results you're seeing, you may be better off using a higher-priced marketing expert for consulting but hiring a VA team to do the implementation.

If you've been in business that long without ever earning a good living you also probably have a number of other issues with your marketing and business structure holding you back.

For starters, check out my free report on The 7 Deadliest Marketing Sins at http://www.7deadliestsins.com and see where you might be guilty.

Best of luck to you both! Stacy
Posted by Jeannie Keyes, Renton, Washington | Nov 18, 2009

Stacy, just signed up for your newsletter and download of 7 deadliest... What is a "VA" ------ Jeannie
Posted by Stacy Karacostas, Seattle, Washington | Nov 19, 2009

Good for you Jeannie! I know you'll get a ton of useful info out of both.

A VA is a Virtual Assistant - basically a high-level, typically Internet savvy assistant working from their own home office. I've had my own VA teams for more than 3 years now and it's hands-down the single best thing I've ever done for my business.

I'll actually have a new product on how to find, hire and work with VAs coming out next month, and will also be publishing articles on the subject. So be on the lookout.

Best, Stacy