Archive for July, 2008

I Have The Most Incredible Business Idea!

July 29, 2008 at 8:41 pm · Filed under Uncategorized

Recently I had an appointment to have a dental check-up and my teeth cleaned. I know you are supposed to do that every six months or so, but I think it had been a year or more since I’d been to see the dentist. Sure I’ve been busy – at least that’s the excuse I used. But let’s face it who really “likes” going to the dentist.

Nothing against my dentist by the way: He’s a great guy. I’ve been going to him since 1986. He always takes time to ask about what I’ve been up to and we often wind up talking about all sorts of business issues. In addition to his dental practice, he’s also an entrepreneur with several interesting businesses. And like most of us entrepreneurs, he typically has more ideas percolating in his head.

Okay so back to the dentist visit and my incredible business idea. As I was in the process of having my teeth cleaned, I thought, “Why doesn’t a dentist offer pedicures and/or foot massages to his patients. Think about it. Wouldn’t it be a much more pleasant experience if while you were sitting there with your mouth pried open, your feet were being pampered with reflexology. It might get patients in the office on a more regular basis.

My assistant once worked as a massage therapist for a spa that partnered with an auto detailing company. Drop your car off for detailing and get a massage, facial or mani/pedi while you wait. Sure beats sitting in a beat-up waiting area reading last year’s Time magazine.

Think about those long hours waiting in the doctor’s office. A chair massage could be an inspired way to calm anxious and frustrated patients. Of course, most doctors don’t value our time so this one is probably out of the question.

Okay airline executives – listen up. You want to off-set rising fuel costs? Offer services on the flight that we can purchase. For example, how about having someone who could shine shoes? Hand or foot massage anyone? Foreign language lessons? I could go on and on with these value-added propositions. What do you think?

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Seven Free Tips to Help You Market Your Business

July 28, 2008 at 7:00 pm · Filed under Uncategorized ·Tagged , , , , , , , ,

A lot of entrepreneurs panic over how they are going to market their business. That’s because they don’t understand true marketing involves every aspect of your business including you. There’s no better salesperson for your product or service than you.

Spread the Word. Start-up companies rarely have budgets for formal marketing programs; therefore, it’s up to you to get the word out. Start networking right away so you can spread the word about your business. Join local business groups and get involved. Remember, people like doing business with people they know and feel as though they can trust.

Give it Away. Many small businesses build customers by giving their product or service away. Margaret McIntyre, the CEO and Founder of Candy Bouquet, International, grew her company by giving away candy bouquets to area businesses. Once people had seen and experienced her innovative and tasty alternative to traditional flower bouquets, the phone started ringing and the orders began rolling in. If you are in a service business such as public relations, consider taking on a pro bono project for a community organization, charity, church or school so that other business owners can see how well you perform.

Names and Taglines. Unless you have tons of money to build brand recognition, you should make sure the name of your company is easy to pronounce and says something about what it is you do. One of my favorite examples is the home-moving franchise company “Two Men and a Truck.” It’s simple, easy to remember and it’s clear what they do. Clever taglines can also be useful in describing your business and can help potential customers remember you easily.

Be Consistent. Communicate the same marketing messages and branding consistently throughout your organization. Potential customers need to connect with your marketing messages numerous times before they start to notice you. If you are constantly making changes, it’s going to take longer for people to hear you. Even small things can make a big difference. Before I had a dog, I drove by a billboard advertising a pet grooming company called “The Barking Lot.” The phone number was XXX-XXX-BARK. Months later when I got my first dog, I remembered the number and called for an appointment.

Create a Web site. There is no excuse for not creating a professional looking web site for your business. There are many resources that provide design templates that are simple to use, even for the technology-challenged. For example, Microsoft has a free service called Microsoft Office Live Small Business which makes it easy to create a professional-looking web site for business. The service provides free web hosting, a customer domain name, email accounts and e-commerce capabilities.

Speak Whenever Possible. Don’t shy away from opportunities to speak to small business groups, trade associations or other professional organizations. This is a great way to establish credibility for you and your business. If you are uncomfortable speaking before a group, consider getting a presentation coach or joining an organization such as “Toastmasters.”

Go to Lunch. Finally, make sure you do at least one thing every single day to promote your business. Have lunch with a business acquaintance and let them know what type of person or business would make a good customer for you and then ask for introductions. Visit other businesses in your area and introduce yourself and your business. Add comments to blogs or join online social networking communities. Whatever you choose, don’t end the day without knowing you’ve done something to bring new business in the door.

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