Many people go into business because they feel their idea will earn them an income. Truth is, too many folks don’t give consideration to the most important aspects of growing a business. Even the best of ideas don’t stand a chance if you’re not willing to send out invitations to your party. How you will market your business should at the top of the list of things to do before hanging your sign. Some people spend too much money on things that don’t pay for themselves and that may be the beginning to the end for many startups.  Having working capital is key to your success and how you spend that money will determine how rough of a road it is you’ll travel. The best way to grow your business is to offer something of real value. When buyers see a deal, that’s irresistible, they’re more likely to exchange their money for your product or service.   

People make buying decisions for a few reasons. The most common reasons are greed; fear of loss; a sense of urgency; or all three at one time. How many times have you heard through the grapevine about a deal you would have taken, but you missed the opportunity? That’s happened more times than I can count! A few days ago, I was standing in line at a Schlotzsky’s in Oklahoma City. In front of me were three people waiting to order, and as they did each one held up their phone to the cashier. Being the curious type, I asked one of them if they were getting a discount, and they replied, “yes”. They told me, they had purchased a $35 deal that allowed them to get a free small sandwich every week for an entire year. When I asked how and where I could also get such a deal, they told me it’s a promotion held once a year around the holidays. I felt left out. I would have jumped on that $35 deal like a duck on a June bug! After thinking about it, Schlotzsky’s deal triggered every emotion for me to have decided, and they had me with fear of loss. I missed out last year, but you can bet when the holidays roll around this year, I’ll be in the $35 deal line.

I’ve spent 30-plus years riding the business startup rollercoaster and have learned from the greatest professors at the school of hard knocks. One of the greatest lessons is where to put the money when starting a new business, and that’s into marketing. For most new businesses, the bankroll is tight, which makes marketing even more important. That’s where my direct mail program comes to save the day! For the meager sum of fewer than ten cents per address, you can invite your neighbors (new customers) to your party. Remember, as, with any party, you’ve got to put out a spread of party favors, by offering something of real value. For example, you have a landscaping company and are trying to get more customers in a specific area. You can send out an offer for new customers only, offering free additional services. Services like hedge trimming, sidewalk edging, leaf blowing and bagging, etc.. For your existing customers in the same area, throw them a bone next time you mow their yard, and they will tell their neighbors. Now you have sent out invitations and got people talking about your awesome customer service. A win for everyone!

The ingredients to the recipe for success in business are not a long list, but it is one that needs executed well. If you think it’s enough to print some business cards and post on social media about your new business, you’re in for a rude awakening. It won’t happen that way! In fact, few companies have the financial resources needed for success with online marketing. In 2017, the average small business using Google advertising spent between $9,000 and$10,000 per month on their online advertising campaigns. That’s $100,000 to$120,000 per year. The average cost per click of an online Facebook ad was $1.72. The average cost per action on Facebook Ads was $18.68. Those figures are higher in 2019. Most startups don’t have the monetary resources to pull off those types of campaigns. Truth is, for most products and services direct mail reaps a much higher ROI. All you need is a good story about your company, and impactful advertising design, and an offer of real value. You do those three things with a mail piece and you’ll grow your business.


The highest regards,
Kerry T Crane

Copyright © 2019 Kerry T Crane