How to Market Your Small Business

By: Kaye Z. Marks
June 14, 2008
The first step to small business marketing is to identify and exploit the differences between you and your competitors. Once you do that, you need to communicate these differences and the benefits of customers choosing you over the competition with your marketing materials.

These materials, such as brochures, newsletters and even full color business cards, will really help you to market your business. These materials can save you a lot of time and energy that you would have spent talking to clients and explaining your business to potential customers. Not to say that talking directly to your customers is not important; it is. However, you can reach a lot more people in a shorter amount of time by mailing out brochures rather than going door to door to sell your product.

There are six steps for creating most marketing material, according to the Microsoft Small Business Council:

1.    Set a goal.

2.    Select the medium (brochure, flyer, etc.).

3.    Compose your message and decide on how to illustrate it.

4.    Create a design.

5.    Prepare, proof and print your work.

6.    Duplicate the final project in large quantities.

Along the way, you should keep in mind the following tips:

Look Everywhere for Ideas (especially your competition)
Now, this is not to say steal your competitions ideas, but think about the message they are trying to convey, and if they are getting that message across to you. If so, what makes their materials work? Why are you receiving that message? Is it a catchy slogan? Great color scheme? What about their business card printing quality? Did they use thick or thin cardstock and what does each option convey to you? Question why they did what they did and put that same thought into your materials. You should have a good reason for each decision you make, from color scheme to your logo.

Show the Customer How Your Product Benefits Them
Your company may be made up of wonderful, top-notch employees, but will the customer care? Focus your message on the customer and how your product will help that person with whatever problem they have. Show them how much easier or happier life would be with your product.

Dont Be Afraid of Drafts
Rarely will your first idea be your final one. It is okay to have many rough ideas no one has to know how many ideas you rejected before you found the perfect marketing strategy. Brainstorm with other employees, or pay a consultant to help you come up with ideas. Also, do not be afraid to leave your ideas for a while. Work on your materials, put them away for a day, and then come back to them with a fresh mind to determine which ideas will work and which will not.

Get Some Reactions
Show your ideas to people who know nothing about your business or product. Share your thoughts with professionals in other realms, like graphic designers or writers. Try to get people that match your target audience to look at your materials and give you their honest feedback.

Get Help
If you do not feel comfortable with your writing, designing or production skills, ask for (or pay for) help from professionals. A lot of print and design companies do business card printing so you can have a streamlined look across the board, from brochures to full color business cards. Professional-looking materials will show your customers that you are serious about winning their business.
Kaye Z. Marks is an avid writer and follower of developments in business card printing and the production of full color business cards and their benefits to businesses.

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