THE TOP FIVE LOW-COST MARKETING TOOLS by Marcia Yudkin Copyright 1999 Marcia Yudkin. All rights reserved. While researching my book, Persuading on Paper: The Complete Guide to Writing Copy that Pulls in Business, I remained alert for methods of marketing that fall within the budget of any company and deliver results for a wide range of businesses. These five proved the winners. 1. The seven-second self-introduction. This no-cost tool consists of a sentence that piques strangers' interest in what you do. Instead of introducing yourself by your job title, explain to listeners the benefit of your product or service. E.g., "I help people preserve wealth and pass it on to their children intact" (financial planner); "I produce tapes that entertain and inform people while they're driving or exercising" (audio publisher). 2. Media publicity. It can cost as little as a telephone call or a postage stamp to persuade the media to spread your news for you at their expense -- if you have something that counts as news. Try becoming timely and relevant by creating an event, connecting current events to your work, offering useful tips for your target market, emphasizing what's distinctive or new in your business, or refuting a common belief. 3. Networking. Don't distribute business cards and then disappear. First investigate which organizations contain good prospects for you. At any meeting, use a clear, compelling introduction so that people truly understand what you do. Attend often enough for the power of familiarity to work in your favor. Volunteer for tasks that show off your talents. 4. Public speaking. Even before you actually deliver the presentation, people will presume you know your subject. Those in the audience get the chance to "try you on for size" as they listen. After polishing your platform skills, you might even get paid for this powerful way of collecting leads! When the sponsoring organization promotes your talk ahead of time and afterwards in its newsletter, you also reach prospects who didn't attend. 5. Promotional newsletter. Like the drops of water in Chinese water torture, a newsletter that goes out to past and possible clients and customers makes them more and more likely to contact you with lucrative inquiries. Don't overcommit here, since you look bad when you can't stay on schedule. Eliminate paper and postage expenses by collecting E-mail addresses and sending the newsletter electronically to those who've expressed interest. Marcia Yudkin <marcia@yudkin.com>
is a syndicated columnist, radio commentator and author
who teaches small business owners how to get out the word
about their business effectively and inexpensively.
You can read more of her articles at http://www.yudkin.com/marketing.htm. |
