-•- TheHomeBizDigest Newsletter - Issue 218 -•-
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Marketing Tip
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Think outside the monitor! I know that many of you offer products 
that are bought, sold, and used online, but that should not stop 
you from branding your business offline. If you offer the type of
product that is likely to be purchased more than once, you might 
want to think about getting your name in front of your potential 
clients on a daily basis. How can you do that? Think outside the
monitor! One thing that I've found to be effective is to print a
company logo on a notepad and mail those notepads to all of your
new clients. Everyone uses notepads to jot things down, and many
will keep those notepads right on their desk! What better place 
to have your business name displayed on a daily basis? At just a 
few dollars to print, and send, this is one of the less expensive
ways I know of to keep your brand fresh in your clients minds. As
an added bonus, you can bet that you'll get a few thank you notes
from past clients who are shocked that an online company took the
time to send them a little gift. I know this doesn't sound like a 
whole lot, but sometimes it's the little thing that make the big
difference. Think about it yourself, when was the last time that
you ordered something online and then received a small gift and 
thank you letter from that company? The notepad idea is just one
of many things you can do, but the key is that it keeps you fresh
in your clients minds even when they're not looking for a product
that you sell. Online marketing has become very competitive, so 
it might be a good idea for you to look offline to gain a great
advantage over your competition. If you do mail something through
regular postal mail, be sure to let your clients know that their
personal information has not been sold or to any outside companies. 
Just include the little reminder, thank them for their business 
and watch your repeat customer base grow!

 
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Featured Guest Article
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Get Your Ducks in Order

Some people equate the cost of an item to its value. Others
comparison shop to try to find the best price.  Maybe both are
correct in a way, but most people try to look at the whole
picture.

If someone jumped out of a dark alley, and tried to sell you a
Rolex watch for fourteen dollars, you might look askance at the
offer.  But if that's what you wanted, you would do your
homework, find out the going price, and then shop around a bit.
Would you necessarily purchase the one at the lowest cost?  Maybe
you wouldn't. What factors would you weigh in your decision
making process?

Probably one of the strongest would be the reputation of the
seller.  How long have they been in business? What is their
background? What is their refund policy?  Do they give the
appearance of a business, or do they look like that guy who
jumped out of that dark alley?

If you hope to have any chance of succeeding on the web, you must
address this issue.  You can't expect people to buy from someone
they don't know and have never met.  When you deal with someone
in a retail "brick and mortar" business, you are in "face to
face" contact.  You can also see the product offered.  Since you
don't have this capability when buying on the web, sellers have
to address that issue in a different way.

Your name, picture, a short "bio" and phone number go a long way
to allay fears a prospective customer might have.  But that
should not be the focus of your website - your product or service
should.  However, it is important to include an obvious link,
that takes prospects to where they can get that information.

It is extremely important that your whole operation reeks of
"professionalism".  This includes not only your web site, but
also all the ads that try to entice people to visit you there.

Your ads should be concise and powerful, with only one purpose,
and that is to get them to your web site where you will hope to
make the ultimate sale.  Bad links in your ad, misspelled words,
poor grammar and ads that are too long will only guarantee one
thing - failure.  People are bombarded with so many ads on the
web, that they quickly recognize the "weekend hucksters", and
learn to avoid them.

I visit several dozen web sites every day constructed by people
who submit ads to us, and am appalled at the "crudity" of some.
If your web site looks like it was thrown up with little effort
or forethought, you really don't have much of a chance of doing
business.

In the same vein, if your web site is recognizable as an
affiliate program, you also have little hope of doing a decent
business.  Most of these ads, to put it bluntly are "tired" and
are immediately recognizable from their URL. This is why it is so
important for you to have your own web site.  You can have links
to the affiliate sites, but the whole purpose is to first sell
yourself.  If you do that, selling your product or service is a
whole lot easier.

If your product is highly overpriced, and don't forget that
shipping and handling add to the bottom line, you will quickly
recognize the error of your ways.  Now, price isn't everything,
but you must be competitive.  If someone can get the exact same
thing at a lesser price, and with all other things being equal,
they will shop there.

You must have a guarantee!  If someone is dissatisfied with your
product or service, you must be prepared to refund their money.
And, you must also present an image where they will believe your
guarantee.   If they have a way to contact you directly, your
guarantee will be a whole lot more believable.

Price isn't everything if you have all the other "ducks in
order".  Most people are willing to pay a bit more if they are
comfortable with the seller.  If they aren't, price doesn't
matter.

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Beware
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You meet a lot of people when you're starting a business, and 
it's easy sometimes to overlook the knowledge and experience 
they can offer. Try to look at each person you meet as a 
potential source of information and help. If you don't, you could 
miss out on the opportunity to get some valuable assistance and 
support.

 
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