by Lisa J. Lehr

Business owners can easily get stuck in a vicious cycle: Business isn’t so good. They can’t afford to outsource their marketing. They do it themselves, results remain poor, and business remains not-so-good.

How do business owners get out of this vicious cycle? It’s not easy, but it’s simple: they make a decision to get serious about their marketing before they lose their business altogether. If you’re a business owner finding yourself in this rut, here are some ideas to get you started:

1.      Define your audience. If you try to market to everyone, you end up marketing to no one. Who’s your target market? Once you’ve figured this out, you may discover you don’t have to spend as much money on marketing as you have been.

2.      Find a copywriter. Ask other local business people or do an online search. You can work with someone locally or long-distance, as you prefer. Fee structures vary. After you’ve interviewed a few, it’s best to choose one in the mid-range. Highly paid copywriters are the best, but a lot of their cost is simply their fame. Don’t choose the lowest bidder—you’ll get what you pay for.

3.      Get a website! It’s mind-boggling that some business owners still don’t “get it” that a website is absolutely essential. Many potential customers want to “check you out” before they call you or come into your place of business. If they can’t, they may well go to your competitor instead. It’s really not a highly technical task anymore, but if you don’t have the skills or the time to do it yourself, outsource it.

Continue reading Are You Ready to Get Serious About Your Marketing? →