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This article is about How To Use Glazer-Kennedy Style Small Business Marketing Strategies To Solve All Your Advertising, Marketing And Sales Problems, Once And For All

The small business marketing strategies you'll discovers are all based on or related to several simple foundations. Frankly, effective marketing ain't rocket science and involves a lot of good old fashioned common sense. To keep it all together and organized, I created my MARKETING TRIANGLE more than 20 years ago. It has, obviously, three components, no one more or less important than the other two the Right MESSAGE to the Right MARKETS with the Right MEDIA.

Most small business owners start with MEDIA, often under pressure, an urgent need to stimulate business or a media salesman in the doorway screaming about a deadline. A lot of bad advertising decisions and a lot of bad advertising happens this way. So we'll approach this a bit differently and start by thinking about what you have to say (that might be interesting!) before we worry about how you will say it. So, let's start with MESSAGE.

Three Choices: No Message, Wrong Message, Right Message!

A lot of advertising and small business marketing messages are really No Messages at all. They're just "business cards." Name, rank and serial number. Who we are, what we do, where we are. As Joe Friday used to say on Dragnet,' "Just the facts, ma'am." I say this is NO MESSAGE, because it lacks DIFFERENTIATION and it lacks REASON TO RESPOND NOW.

Then there are Wrong Messages. These are boring and plain vanilla, "me-too-ish," cheapest price as only lure, or focused on your product or service instead of customers and their needs, desires and interests. These also typically lack DIFFERENTIATION and REASON TO RESPOND NOW.

The worst reason to advertise is your need for customers. The best reason is having something exciting, bold, interesting, DIFFERENT (and differentiating) to say, structured to produce immediate response. I can get you moving toward this kind of RIGHT MESSAGE by posing the single most important (tough!) question anybody will ever ask you about your business as long as you're in it...my own proprietary, copyright protected question, incidentally, invented in 1979 and used since then to help tens of thousands of business owners find and develop their own "USP," unique selling proposition,' an invaluable asset. Here's the Question:

"Why should I, your prospective customer/client/patient, choose to do business with you vs. any and every other option available to me?"

And a catchy slogan is NOT a sufficient answer. Developing a really clear, strong, compelling answer isn't necessarily easy or instant. It tends to evolve. But it can be a huge breakthrough worth millions. Think: "fresh, hot pizza delivered in 30 minutes or less, guaranteed" or my client Craig Proctor's "if we don't sell your home in 90 days, I'll buy it for cash at the pre-agreed price." They both happen to rely on time-specific guarantees - a good path to a USP but, by far, not the only one. You will learn much more about USP and related message devices' as you continue with us as a Member, and you'll be able to "borrow from" or be inspired by the examples to continually improve and strengthen your own Best Marketing Message.

This is an EVOLUTIONARY PROCESS OF CONTINUAL IMPROVEMENT, and many of our Members can show you truly awful Messages replaced again and again and again, over months and years, with better and better Messages. One student' who's been with me for 20 years, a chiropractor, Dr. Gregg Nielsen sent me as a gift a 3-ring notebook starting with his ads, mailings and newsletter Before Glazer-Kennedy,' the improved versions each year, to present, and the continuous improvement is amazing.

The second biggest message issue' you will see hammered home in the NO B.S. MARKETING LETTER and our other resources coming your way is: direct-response OFFERS. This kind of marketing is the polar opposite of the brand/image advertising you see most big, dumb corporations doing - and the worst move you could ever make is copying them! We teach you to establish a process by which your ideal prospective customers/clients raise their hands and identify themselves by requesting widgets' (like free information, reports, etc.) from you, take baby steps' toward you...and let you follow-up with them effectively. This combines classic lead generation advertising'; something called permission marketing' (if you've read Seth Godin's books, that term will be familiar), and effective multi-step, multi-media follow-up to develop the new customer. If all that sounds "like Greek" to you, don't be concerned. You'll quickly "get it" - and as a result, finally, be able to do measurable, accountable advertising. Whether you use a lot of online/internet marketing or offline marketing, these small business strategies apply. Further, for new and old customers alike, you'll discover the power of well-crafted irresistible' OFFERS.

For now, let's assume you can develop really exciting Marketing Messages. Next,

THE 'WHO' IS EVEN MORE IMPORTANT THAN THE 'WHAT'

Most advertising and marketing is UN-focused....mud thrown against the wall...and therefore loaded up with costly waste. When you move to TARGETED MARKETING aimed at and put together for exactly who you want as your customer or client, you can get a lot more bang for your buck!

As an example, consider this: as a professional writer of sales letters and direct-mail, I have a confession: the who' is more important than the what.' In fact, a poorly written sales letter offering a proposition perfectly and exactly matched to the needs, desires, fears and problems of a targeted group of people can get great results...but a great sales letter, expertly written, offering a proposition to people with no interest in it fails. One of the biggest moneymaking discoveries ahead for you is how to obtain lists or attract web site traffic or otherwise locate and connect ONLY with your IDEALLY MATCHED prospective customers/clients who have strong interest in what you offer. This changes everything!

Then, finally, we get to...

THE MEDIA YOU USE TO GET YOUR MESSAGE INTO THE HANDS (AND MINDS) OF YOUR TARGETED CUSTOMERS/CLIENTS

No media is inherently good or bad. Newspapers, Val-Pak(R), radio, imprinted snow scrapers and baseball caps, postcards, web sites. Most small business owners think picking the right media will solve all their problems, so it's a shock to hear that there is no such things as a right or wrong, good or bad media...any more than a hammer is a good or a bad tool; it depends on what it's used for and the way it is used. In fact, as you understand more and more "Glazer-Kennedy Style Marketing" you'll be able to use more kinds of media profitably and have many more choices for promoting your small business than you do now - and that's fun, exciting and liberating.

This can also give you a strong competitive advantage. Here's why: a friend of mine, the late Joe Cossman, found that most manufacturers only distributed their products by one to three methods - but, on average, there were ten to twenty different viable distribution opportunities. He took over ten different products and quickly made millions with each one simply by plugging it into the ten or twenty instead of just three. In a very similar way, most businesses advertise and promote, attract customers, and sell more to present customers using only about three to, at most, five different media. (Make the list - how many do you use consistently?) Imagine if you can double or triple the number of different media you can profitably use! Your competitors will still be where you were: using one, three, at most five, while you use ten or twenty. Soon, you'll be amazing yourself, your employees and your family - and confounding your competition - by your much more diverse marketing of your business!

So, those are the "puzzle pieces" we'll be putting together: Message, Markets, Media.

"But, MY Business Is Different!"

Platinum Member Dr. Tom Orent had this made as a big wall poster for my conference room because I hear it so often from so many - ", But MY Business Is Different." Thinking this way is a huge temptation. But it is also a huge roadblock to any progress. If you insist on paying attention only to examples, ideas and information from your specific business, you guarantee status quo; continuing to get the same results you get now. Most businesses sequester themselves, only read their industry trade journals, only look at the other ads in their section of the Yellow Pages. Breakthroughs in sales, income and growth are only possible for the business owner who eagerly looks at EVERY example and idea of effective marketing that we deliver to find something he can translate and transfer. That's your role and responsibility in this partnership of ours. Our job is to show you the very best, most amazing, most powerful small business marketing strategies and ideas we can find from wherever we can get them. Your job is to look past the fact that the example comes from the pet grooming business and you are a financial planner or vice versa, extract the core strategies, translate and transfer to your business. Quite frankly, any idiot paid minimum wage can be given an issue of The No B.S. Marketing Letter and told to make a list of at least 100 reasons why nothing in it this month applies to a plumber and he may very well get the job done. It's the smart entrepreneur deserving of maximum profit that can examine the examples from a plumber and find something to use in his restaurants. This "translate and transfer whatever works" mindset is a very valuable, personal asset you can develop with time by hanging around us!

SUCCESS MAGAZINE once said that I "move with remarkable ease applying my small business marketing strategies to one very different business after another." That I do. And that's exactly the sort of "power skill" you can develop with us. It's telling that, in 2007, two of our Members' companies were recognized on INC. MAGAZINE'S prestigious list of "The 500 Fastest Growing Companies In America." They are in very different fields. One is a software company. One is a mortgage company. They both made the list with Glazer-Kennedy style marketing!

YOUR BIGGEST HURDLE in profiting to the max as a Member will be getting over "my business is different thinking." YOUR BIGGEST GAIN can be in acquiring the "translate and transfer mindset."
About the Author

http://nobstampabay.com/home

Miroslav Beck, a native of the Czech Republic, has been learning and teaching small business owners how to market their businesses effectively by applying strategies learned from Dan Kennedy and Bill Glazer. He currently operates three successful businesses in the Tampa Bay area including a Video Production Company, Bayfront Productions, a video marketing company, Bayfront Marketing Media, and the NoBSTampaBay Chapter.

The Glazer-Kennedy Insider Circle and the Tampa Bay Local Chapter is a group of business owners, sales and marketing professionals, entrepreneurs, and professional practice owners interested in learning more about the direct marketing strategies and techniques taught by marketing gurus Miroslav Beck, Dan Kennedy and Bill Glazer.

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