You are proud of your business want to get it out to everybody. But unfortunately not everybody wants to listen. Unless you have an unlimited marketing budget, mass marketing is not an option. When it comes to spending your hard earned marketing dollars you want to get it out to your ideal customer, those that want to buy your product or service.



The only way for a small business to market effectively is to target market. The only way to be VERY effective in your marketing is to bulls-eye market.

For example, a target market for a remodeling contractor that specializes in remodeling basements may be homeowners. But that covers a lot of ground, many of which have absolutely no interest. A better target market would be homeowners that have lived in their home less than 3 years. An even better target is people that have built a home within the last 2 years. Better yet, a two-income household that built a home within the last two years. But the bulls-eye may be a two-income household that built a home within the last 2 years that has kids. They need the extra room and they need it now!

If you are not sure of your bulls-eye market do some research. Search the Internet, the library, do your own market survey. Determine what your best customers have in common. What do they read? What problems do they have? What problems did you solve? How did they find you? What is the biggest benefit they receive from doing business with you? Just ask; people love to talk about themselves! Be creative in finding your bulls-eye market.

Just because you have identified those in your bulls-eye does not mean that they want you to advertise to them, and the fact is you don't want to waste your time on someone that is not interested in your product. So, ask for their permission and when you get it advertise to them like crazy. How do you get their permission? Use the 3-step approach.

By using this approach you can say goodbye to cold calling while generating all of the qualified, permission based leads you can handle.

First, create one or more valuable reports, workshops, evaluations, trial products, checklists, newsletters, courses, or tip sheets. Then, give your report a title that is going to attract attention, peak interest, and show value. For example, if you are a landscaper your report might be titled, "How To Keep Your Lawn Looking Fantastic - Guaranteed”. If you are a candle distributor you may offer free scent samples rather than a report. Tailor your offer to your business. The object here is to get people to request your freebie, because once they do they have shown interest in your product and you can put them on your HOT lead sheet. Focus your advertising on these leads and you can expect great returns!

Now that you have your value packed report, newsletter, trial product or whatever you choose you need to let your bulls-eye market know that it is available. You can do this with a well-written sales letter or postcard. In the letter you must direct your prospect to obtain your free offering by going to your website or calling. By doing this you build your contact list.

Your sales letter or postcard must…

Have a headline that reaches off the paper and grabs the reader by the throat. Without a good headline your letter will go straight in the shredder. Need help with creating a headline? Contact Full Color Resources we will be glad to help.

Clearly demonstrate how the reader will benefit from reading your letter and how they will benefit from your free offer.

A final tip about permission marketing; you have spent a lot of time creating your free offer so mention it in all your advertising; Yellow Pages, direct mail, back of your business card, letterhead, email signature, web site, everywhere!

There you are, marketing ideas that work. They are simple and easy to implement. They will cost you nothing but generate a flood of new business. There are many other marketing tips that can be used in conjunction with these and we would be glad to share them with you, JUST ASK!

Your customers are waiting,