Duct Tape Marketing

Most small businesses try to serve giants chunks of the market in an effort to capture more business. The reasoning goes something like, “if I can be all things to all people...my market will be unlimited.”

The reality is just the opposite. When you attempt to be all things to all people, the only thing that is unlimited is the amount of competition you will face from every other firm that claims to do what you do.

Everyday in America, tens of thousands of airplanes take-off and land safely, on time, and without fanfare.

Once or twice a year, something goes terribly wrong, and we get to read about it on the front page of every media out source in the land.

Small business owners often ask me to identify the best marketing strategy around. My answer to this question usually causes one of two reactions. For some, my answer is frustrating and causes them to swear and spit and do further unmentionable things. For others, it is like someone finally revealed the truth, turned on the light, and gave them permission to understand why their life is so messed up.

One of the primary reasons to have a web site is to attract and educate visitors. This obvious concept seems to be lost on many web designers. The way your site is designed, what’s there and what’s not there can have a great impact on how much traffic your site will generate.

Here’s my list of the most common web site design sins and traffic killers. Use this list as you design your own site, or show it to your web designer.

When I talk to many small business owners about the Internet and ways to use it to grow their business, I often encounter this response, "That's just for people trying to sell stuff to people all over the world," or "I tried that and it didn't work for me."

Whenever I hear that type of talk from small business owners, I cringe.

When it comes to your gravy, lumps are bad. When it comes to getting your marketing message through the mail-room, past the gate keepers, and onto your buyer’s desk, lumps are just the ticket. I love direct mail for small business marketing, and I’m particularly fond of something I call “lumpy mail.” A box is lumpy mail. A balloon arrangement, a kitten, a hoola hoop – all lumpy mail. You name it. The point is you just can’t ignore a piece of lumpy mail.

Many business owners have been sold on the notion that they need a tri-fold brochure or they are not really in business. I’m telling you right now, forget it...everybody's got one and no one uses it.

I suppose the real reason for a local small business to have a website at all is to provide information for the local market, generate leads from local shoppers. Up until now, too many small businesses have created websites more like monuments to their company name. If someone knew the name of the company, they could probably find the website. That was good to a point but what about those people who just know they need what you sell but they don't know anybody who sells it?

Yellow Page advertising is a unique animal. On one hand, placing an ad in the local Yellow Pages makes complete sense.  Unlike someone thumbing through a magazine, most people who pick up the Yellow Pages are looking to buy.

On the other hand, when they turn to your section, they are immediately greeted with the ads of most of your competitors right there along side your ad.

I don't know about you but most small business owners are do it yourself types and get sucked into doing the littlest silly work faster than you can say, "Oh look, the copier is jammed again."

If you want to achieve any of your goals and finally start making what you are worth, then you’ve got to stop doing $5/hr work. Period.