Target the Right Audience

When using direct mail, your current customers are your best audience. But prospects who have an interest or a need for what you are selling, can afford to buy it and may be motivated to buy now are your next best audience. Without a great mailing list you've wasted some of your direct mail dollars. It's better to spend a little more on a great targeted mailing list than to waste printing and postage costs on a mediocre one.

You will need to test different lists to find your best response and the correct audience. You can spend a fortune on the greatest mailing piece but what good is it if it's not in front of the right potential buyers? Effective lists will save you money and also make you money. Never stop looking for and testing new mailing lists to promote your products and services.
More on direct mail in chapter 6 of my new book "90 Days to Success as a Small Business Owner"

Unusual June Holidays You Can Use

These are real holidays that you can use in your business for fun and profit.

1 National Trails day
4 Cheese Day
5 World Environment Day
7 Daniel Boone day
8 National Jelly Donut Day
12 Magic Day
13 National Juggling Day
14 Family History Day
15 Join Hands Day
15 Smile Power Day
18 International Picnic day
20 National Dick Tracy Day
21 Take Your Dog to Work Day
23 Let It Go Day
24 Log Cabin Day
27 National Orange Blossom Day
30 National Decendents Day

Questions About a New Product ???

When you have a new idea that has developed into a product or service that you think will change the world be prepared for some resistance in the marketplace at first. Ask these questions before you jump in with both feet.

.Is it an original idea?
.Is there a broad need for it?
.Will buyers understand it?
.Who will buy this product?
.Is the price affordable?
.Can you afford the marketing cost?
.What if demand gets big?
.How will you distribute it?
.Can you finance a large order?
.Will you offer a guarantee?
.Who will manufacture it?
.What are your profit goals?
.What if it doesn't sell?
.Can you get on QVC, HSN or Shark Tank?

When you know the answers to these questions you may be ready to patent & test your new product. Once you have made the commitment put 100% of your effort behind it. Good Luck !
More ideas on new products in my new book "90 Days to Success as a Small Business Owner" available everywhere.

Ask Your Customers

Retail store owners can get some valuable information from the actual people that they are trying to reach. Are customers happy with the layout of the store and can they find what they want easily? Do the promotions you run influence their purchase? What products would they like to see on sale or reduced? What additional products would they like to see you offer?

Are they satisfied with your store hours and checkout procedures? Do they think your sales and customer service personnel are knowledgeable and helpful? What other comments can they offer? Do they feel loyal to your business? Use any and all information you receive to improve your store and lock-in those regular customers.
More info on retail sales in my book "90 Days to Success as a Small Business Owner"

Do Trade Show Seminars

If you want recognition and attention drawn to your booth, be a speaker or have a roundtable discussion with you as the main figure. Most trade shows and conventions will have certain times set aside for educational seminars. Meet with show management well in advance to offer your speaking services in areas where you are an expert. Ask if there are any specific subjects that you know well and they want presented. You will want your subject matter to be of interest to as many people as possible so seats will be full.

If not done during exhibit times, have your staff fill some of the seats but give them up as others arrive. If you're doing a speech during trade show times ask the show management to list the time(s) in the brochure. You can also have a sign in your booth to help increase attendance. Once you've given a successful seminar you'll be noted as an expert in your industry. At the end of the seminar invite everyone to stop at your booth and ask any questions they may have about anything in your industry.
More on trade shows in my new book "90 Days to Success as a Small Business Owner"

Want to Write a Book ?

"Writing Your First Book" seminar is Sat June 18 at 9AM for 2 hours, cost is $25 (or I will come to your location). Find out how to write your book so you have a good chance to get a publisher and agent. The number of pages, words and how to create a catchy title. The next one will be in the Denver area on Sat August 20, 2011. Reserve a seat at 719-268-1322 or idealetter@aol.com

Are You Ready For Disasters ?

Most small business owners do not have contingency plans written down or even considered. But things always seem to happen when you don't expect them or are not prepared for them. But having a plan or procedure ready when the big problem happens is what will get you back on track quicker. Maybe it's time to consider what you would do if:

.Your business building burned down
.Sales suddenly dropped 50%
.A key employees left or died
.A main supplier closed down
.You got sick & could not work
.All your employees walked out
.A big competitor cut prices 50%
.Bank called your loan/credit line canceled
.All your computers crashed
.Another 911 occured
.You got windfall business
.A member of your family unexpectantly passed away
.A big customer filed bankruptcy
.Your main products became a safety risk

Be prepared before it happens and you will recover much faster. Share your plans with another person in case you can't get started right away
Many short articles in the monthly Idea-Letter (since 2002) free sample request at www.idealetter.com

Store Within a Store

If you have 1000-2000 square feet or more, here's an idea to enhance a selling area. Creat a mini-store in one section of your space and sell different or related products. You might decide to move one group of products you're now selling to one specific area and put temporary walls or partitions around it.

This can generate attention for this product group and be a pleasant new theme of the products and make it different than the rest of the store. If you can use part of your front window as one of the walls, you will even attract passersby to stop and look. Any new selling ideas for your customers and browsers will keep them interested and coming back to see what's new.
More ideas for retail sales in chapter 11 of my book "90 Days to Success as a Small Business Owner" available everywhere.

Want or Need ?

One of these or both has to be present in your prospect's mind if a sale is going to be made. A need is probably more urgent because they will have to buy this from someone. Once they are off the phone, website or out of your store you might not get another chance.

Many times "wants" and "needs" go together and can be combined to entice a purchase. Dental care is a need but braces or special whitening may only be a want. Fishing can be a want but you need bait or a lure to be successful. We see examples everyday in our lives and and may be involved in some of them.

Entire businesses have been built by adding wants to needs. Look at lasik eye correction or contact lens; basic vision care is necessary but can be taken a step further. Food is a need but a $100.00 steak dinner with wine is a luxuty want. The same goes with expensive cars, boats and homes. How can you create more wants for your business to entice customers?
More in the monthly Idea-Letter (since 2002), free sample at www.idealetter.com

Want to Try an Infomercial?

Here's some things to consider when deciding if an infomercial will work for you.

*Your markup will need to be 400% to 500% to be profitable
*The product should appeal to the mass market
*You must be able to demonstrate the product easily.
*You must be ready to handle a possible flood of orders
*You must have the cost for the production and time up front
*Can you offer a satisfaction guarantee return policy?
*You must show satisfied customers using the product
*You must abide by all FTC & FCC rules and regulations
*Select a viewing time that gives your product it's best chance
*You will need a good presenter or personality
*Will you accept several different types of payments?

More on this subject and other advertising in chapter 4 of my new book "90 Days to Success as a Small Business Owner"

Reduce Prices ?

Most buyers and consumers expect prices to rise over time but when they go down they are pleasantly surprised. Here are some reasons why you may be able tp reduce some prices.

*Your supplier cost is less
*You get larger purchase discounts
*You have found a different supplier
*You're taking prompt pay supplier discounts
*Sales have increased enough to cover expenses
*You want to meet competitor's prices
*You want more market share
*You want a loss leader
*To move excessive inventory
*You have downsized your staff
*To increase sales before you sell business
*Technology forced prices lower
*To clear out aging products
*For an advertising campaign
*You now outsource to keep costs down
*You just want to be a nice person (WHAT!)
More on pricing strategies in chapter 9 of my new book "90 Days to Success as a Small Business Owner"

Easy Direct Mail Response

Not everyone wants to order the same way so be flexible. Some may want to come to a store and shop, some may want to browse your website first, some may want to mail their order in and some may want to call, fax or email. Make as many of these options available as you can for their convenience. The more comfortable they are in the beginning the better chance the order will go smoothly and repeat business will follow.

If you're selling outside your local area you must have a toll-free phone number. Customers expect it and some might not call if you don't have one. Toll-free numbers are much less expensive than they were just 10 years ago so it's wise to get one. Your local land line company should be able to offer very competitive rates, don't just assume everyone will use email. Make it easy and comfortable for your new and old customers to contact you and watch your business grow!
More in chapter 6 of my new book "90 Days to Success as a Small Business Owner" available everywhere.

Be Ready For Success

Your business may be going along at a hum-drum average pace with little or no growth, when all of a sudden something good happens. Will you be ready to take advantage of it or just let it pass by. Are you prepared and have a plan to handle a big surge in customer business? Just because it hasn't happened in the past is no excuse for not being ready. You may not get a second chance so grab the new opportunity while you can.

New stories can trigger a new need for your products and services that can have a big influence on demand. Consumer fads can also cause a big expolsion in your market where you may be a key supply. If you don't rise up and grab the attention you can bet that your competitors will. Always have a plan in mind or on paper so that when shows it's serendipidious face you will be ready and waiting.
More short articles in the monthly Idea-Letter (since 2002) free sample at www.idealetter.com

Stock Up Shelves

I always wonder, when I go into a store and the shelves are half empty, if they will be there next month. It looks like they are trying to reduce inventory before closing down for good or in advance of a sale. Look at it from a customer's perspective; do you want to but something and if there's a problem the place where you bought it is gone? Or maybe the owners just don't have the capital to fill the store with inventory. either way, it give a poor impression to people who want to shop there.

Keeping shelves stocked give the feeling that you are busy and expecting a lot of customers. Most people like to do business with a successful store or business. If you can't afford to pay for all the inventory you need ask suppliers to disply it on consignment. When item on your shelves get low pull them forward to give the impression of more behind them. When you run out of something, fill that space with another item until it's back in stock. Customers will be more comfortable shopping in a clean and well stocked store.
More short ideas in the monthly Idea-Letter (since 2002), free sample at www.idealetter.com

Don't Let 'Em See Red

When filling out an order form in front of a customer, client or prospect never use a pen with red ink. It give a negative impression and reminds people there may be something wrong. Remember back in school when the teacher made all their corrections in red? The less red you saw the better your grade.

Don't let a customer think there's something wrong and they should rethink their decision to buy. Also, don't print order forms, receipts or sales literature in red ink either. Make your patrons more comfortable with blue, green, brown or even black ink. Red is OK in pictures and logos but not for text or handwritten copy.

More on great cutomer service in my new book "90 Days to Success as a Small Business Owner" available everywhere.

Offer a Big Selection

Give your customers a choice of several brands, sizes and price ranges to select from. Everyone won't but the same size product at the same price level. You'll have customers who have a budget that only allows them to but the least expensive product or service. Others will have a larger budget or a desire for premium higer priced products. Don't automatically assume that everyone wants the "cheapest" product. Some may buy the lowest priced and return later to upgrade on their next purchase.

How often would you visit an ice cream store that only had 3 or 4 flavors? You need to have as many flavors as you have room for, at least 25 or 30 to choose from. You should have several different kinds and sizes of cones to serve it in. You're only going to please a small group of buyers with a small selection, the rest will go elsewhere. Give them the choices that they are looking for and monitor the sales.

Keep It Private

Don't display your political choices on or in your business because you may lose business. People who are advocates for the opposing party or candidate may stop buying from you and your business. Your store window, parking lot, printed forms or website are no place to state your political preference. It has nothing to do with your business and you're sure to offend some people. You will probably not get any new customers who don't agree with your choice because they may feel their purchase may help the candidate's campaign.

A better idea is to encourage people to "Vote period" and show no preference. If you must do something, put a sign in your window or website that says, "Don't forget to vote June 15th." Most people don't care who you vote for but many will not like it "in their face" at your business. Don't give them any reason to go to your competitor.
More ideas for your business in the monthly Idea-Letter (since 2002) free sample request at www.idealetter.com

CRM What's That ?

The large corporations have a new term called CRM which is short for Customer Relationship Management, They have meetings and classes for their middle management and employees to teach them the basics. Their problem (with a few exceptions) is that they don't execute what they preach. They don't reinforce the principles that make customers happy and satisfied. They treat everyone the same and expect them to all follow the same buyer procedures.

Think about all your friends and relatives, can you find even two that are the same? Even two that want to do the same thing the same way at the same time? So how can you expect your customers to line up like a row of ducks following their mother? They will always be looking for a way to escape when the opportunity presents itself. And once they are gone, it's extremely difficult to get them back. You want customers to buy from you because they want to, not because you want them to so always be flexible when dealing with them.
More on customer service in my new book "90 Days to Success as a Small Business Owner" available everywhere.

Sneaky Mail

I think we all dislike direct mail sent to us that misleads us and entices us to open it. There is little real value or profit in doing this. Here's some things to avoid when designing your direct mail.

*Don't use "Important Dicuments Enclosed"
*Don't use "To be opened by addressee only"
*Don't make it look like a ckeck is inside
*Don't make it look like it was sent by the government
*Don't say "You're Approved" and turn the down later
*Don't use deceptive phrases or untruths
*Avoid using a name and "or current occupant"

Mail that is honest and has good but fair headline has a better chance to be opened and acted upon.

For New Business Owners

Some good ideas for new business owners who need as much information as they can get to be on the road to success. Don't blindly go into a new business, read ask questions and watch videos for proven ideas and mistakes that others have experienced.

http://www.youtube.com/watch?v=HJZs5ClYE6w&feature=player_embedded

Your Store Appearance

The impression a customer gets when inside your store or place of business will directly influence whether they will make a purchase and ever return again. Look around and see how many of these apply to your business.

*Quality products and services
*Fair prices for the value offered
*Physically clean and orderly
*Stability..are all shelves adequately stacked
*Are shelves and displays neat and visible
*Have brand name and house brand to choose
*Store manager available and helpful
*Impressive and colorful displays
*Sale prices clearly marked
*Staff is neat and professional
*Good selection in each category
*Unique and new products
*Customer service available for any problems
*Does staff and emplyees look happy
*Is decor old-fashioned or with current trends
*Is check-out quick and easy
*Store organized for easy selection
*Directory for common items
More short business articles in our monthly Idea-Letter (since 2002, free sample at www.idealetter.com