Author : claude whitacreEvery small business owner thinks of the product first, before what the market really wants The real way to market (the way that almost guarantees success) is the approach "I have customers What do they want? What can I get them that will satisfy that craving? How can I let them know that I have what they want?"
Think about this It\’s hard to make someone want something It\’s infinitely easier to find out what they already want, and get it for them

For example We sell several models of vacuum cleaner in our local retail store Now, what do people really want in a vacuum cleaner?
Not what we think they should want but what they really want?
They want lightweight and easy to handle
If they have pets, they want it to pick up the pet hair

So that\’s what we advertise That\’s what gets them in the door Now, there are plenty of dealers that say "They should want Made In America They should want to buy locally The customer should want metal construction", and the list goes on
But it isn\’t what we think the customer should want that counts, it\’s what they actually want

If you sell a weight loss product; What should they want? Better health, longer life
But what do they really want? To look better to the opposite sex
If you advertise a weight loss product that stresses the benefits of better health, and longer life, the ad will fail

And what do weight loss ads show a lot of? Food Lots and lots of food Why? Because people who are overweight and want to lose that weight really want more food
The strongest appeal is "Eat everything you want, lose weight, and fit into that skimpy bathing suit " So successful weight loss ads get as close to that as they can without committing fraud

An advertising representative came in my store recently He wanted me to buy advertising space in a local magazine I showed him an ad that I would be willing to run He looked at the advertisement and told me that it didn\’t look like an ad that fit in with the other, brand building, ads I told him that I wanted sales, not brand awareness He was trying to sell me what he thought I should want, not what I wanted Unfortunately for him, the person handing over the money, makes the decision

Have you ever heard this? "Give a man a fish, and you feed him for a day teach a man to fish, and you feed him for a lifetime" It\’s a beautiful sentiment And everyone you see should want to learn how to fish, but what do they really want? A free fish Ads that promise to teach you how to fish are harder to make work than ads that promise lots of fish Shouldn\’t we want to learn how to fish? Of course We should all learn more the benefits are endless But we don\’t do what we should do, we do what we want to do And appeals to what we should want to do, almost always fail

So the question you need to ask yourself is "What do my customers really want, and how can I deliver that?"

Small business advertising expert Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. You can download a complete free copy at http://www.local-small-business-advertising-marketing-book.com or you can just buy a copy at http://www.claudewhitacre.comSubmitted By ArticleUnited.com Submission Services

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Author : claude whitacreThis is in the days of Videos, not DVDs This man sold vacuum cleaners and air purifiers I\’ve seen this idea work with both but let\’s take the air purifiers

He would put an ad in the newspaper describing how the indoor air pollution was up to five times as bad as the outside air pollution He offered a free video, and gave that video a value of $89 95

the ad said something like "Stop in to pick up your free video "How To Instantly Make Your Indoor Air Clean And So Fresh It Will Make Your Nostrils Tingle!"

His first few ads said that he would mail them the video He did, and nobody that received the video came in the store Something was wrong Eventually he realized that the video was answering the consumer\’s questions, and there was no need to come in the store

So here is the brainstorm; He said, in the ad, to come in the store and pick up the video
Of course, the only people coming in to pick up the video were people who were interested in how to clean their indoor air These were people who had a problem, usually pet or smoke odors, and wanted their problem solved as soon as possible

So they came in to pick up the video The salesman (sometimes me) told them that they could have the video, but could we ask a couple of quick questions first The answer was always "Yes"

You see, nobody really came in because what they wanted was another video What they wanted was to solve their problem So we would find it very easy to simply anser their questions, find the right solution for them, and send the best product home with them for a no risk two week trial
Id the air purifier wasn\’t everything they wanted, they could return it within two weeks for a complete refund Seventy five percent of the people kept the air purifier

But they wouldn\’t have come in the store unless we offered the free video

Of course, if they asked, we gave them the video whether they bought from us or not They were duplicated in quantity for less than $2 00 each

We ran the same ad, offering the free video, for over a year It was the single most profitable marketing idea that we implemented that year

So the formula is: Offer a free DVD (now) on a problem that really bothers some of your local market Make sure you sell a great solution to that problem Make sure they have to come in to get the DVD You can also deliver the DVD But never mail it, or you will lose the customer

That\’s it for nowSmall business advertising expert Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. You can download a complete free copy at http://www.local-small-business-advertising-marketing-book.com or you can just buy a copy at http://www.claudewhitacre.comSubmitted By ArticleUnited.com Submission Services

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Author : Angelique Get creative with your custom promotional products There are so many reasons you may need custom promotional products Perhaps you are doing a trade show and need giveaways? Or maybe you need corporate promotional giveaways, advertising specialties, promotional bulk items, ad specialty advertising, etc All of the custom promotional products are sure to please you and you most likely will have a difficult time choosing

Some of your custom promotional product choices are appointment calendars Keep the busy executive detailed and organized so he or she will never miss another appointment again You can choose from desk calendars and/or wall calendars that come in a variety of styles

You never know when you or a gift recipient will need a flashlight A person may lose the television remote control or cell phone in their couch or be out late one evening and unable to find his or her keys Therefore, a custom promotional flashlight is one of the ways you can advertise your business or corporation

Drinkware will be used by many of your clients You can choose to give them ceramic coffee mugs and/or ceramic coffee cups Get their days started out right drinking a cup of coffee in one of your custom mugs with your business name and/or logo Let your clients think of you first thing in the morning

For extremely busy clients you can give an acrylic metal coffee mug, tumbler or thermos These beverage holders make traveling easy with no worries of spilling on an expensive suit, skirt or vehicle

Promotional key chains are an inexpensive way to advertise your business Whether just starting your business and wanting to get the word out or to give your business an advertising boost, promotional key chains is a fantastic way to go You may choose from a variety of colors including white, black, orange, green and more The key chains also come in a variety of shapes such as the traditional keychain, piggy bank keychain, hand shaped and more

Magnets are another way to give custom promotional products to others if you so choose Let your business and/or logo show up on many clients' refrigerators at their homes or place of business

First-aid kits will show people you care when you give them as one of the custom promotional products Gift recipients will fondly think of you when they walk past the first-aid kit given to them

Other custom promotional products include, but are not limited to, headwear, computer bags, pill boxes, personal care items, photo frames, beach chairs and blankets, etc There are too many items to list but know that you can always make a request of an item if you do not see it on the website There are many reasons you many need creative custom promotional products. Find them at Wealthwood Promotional Gifts where you receive free ground shipping on every order over $50. Article Source: Creative Custom Promotional Products for Your Best Clients RSCuPPSubmitted By ArticleUnited.com Submission Services

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Author : Angelique Promotional business products is a great way to keep your customers and/or clients in touch with your services You will also add more customers and/or clients to your business by giving promotional business products

You may want to give the gift of visor organizer The gift recipient can keep his or her CD’s handy, sunglasses, pens, stick it notes, etc Anything a person needs quickly in his/her vehicle is right there for them

Atlas Road Maps are very much needed for the business traveler or anyone who goes on long drives Maybe a potential or current customer travels frequently for their career and an Atlas Road Map will suit their needs

For golf enthusiasts you can give a package of golf tees with your business name or logo on them When the gift recipient hit’s the golf course, he or she will think of your business and may make a mental note that he/she needs to get in touch with you for business

Give the men and ladies a golf hat as one of the promotional business products The golf hats are very attractive and come in pink, black, white or blue Keep the sun off of your gift recipient’s face and let them play the golf game of their life

Gorgeous drinkware is available to give as one of the promotional business products You have an enormous selection to choose from Glass coffee mugs to make coffee, tea and hot chocolate taste extra special and decadent Irish coffee mugs for the fancy beverages the gift recipient indulges in Red and white wine glasses are available to have your business name and logo printed on Tumblers for an ice cold soda or frosted glass of water For the beer connoisseurs large glass mugs and pilsner glasses are available Old fashioned glasses and martini glasses are stunning and made with nothing but high quality for you to give to your customers Many different shaped shooters are fun for gift giving promotional business products Check out the glasses for all of the types available

Maybe you have very active customers who could use a good drinking bottle Many colors, shapes and sizes are available for you to choose from Many people like to carry water around and with the drinking bottle they can Not only will people be saving our landfills, but they will be advertising your fantastic business at the same time

Keep your business thriving by giving promotional business products to your current customers and potential new customers Interest new customers and clients with promotional business products. Let Wealthwood Promotional Gifts show you many to choose from. Get free ground shipping on orders over $50. Article Source: Add More Customers and Clients with Promotional Business Products RSPBP Submitted By ArticleUnited.com Submission Services

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Author : Angelique Not many people give away custom barware or beautiful glassware Have your business name and/or logo put on the gorgeous glass and you have created one of the unique promotional products

Laptop bags and computer bags make excellent unique promotional products Just about every person has a laptop or computer and a bag to protect the laptop or computer is a must You will even find organizer computer laptop bags for those who have many items to carry along with their laptop Gorgeous leather laptop briefcases are there for your choice as well Rolling computer cases or rolling computer travel cases make excellent and unique promotional products Your gift recipient will be pleasantly surprised at such a phenomenal gift

More and more people own a Blackberry You can give the unique promotional product of a leather Blackberry case You will show your customers that you care about their items You can also choose from iPod cases, CD cases, iTouch cases and Palm Pilot cases A case for each and every product that customers own The cases come in beautiful and handsome colors

One of the cherished unique promotional products are the keepsake boxes The keepsake boxes are made of crystal and are simply gorgeous Your customers can keep their cuff links, jewelry, change or what not is in their very own keepsake box that has your logo and business name on

Give a holiday votive to let your customers know you are thinking of them at this important time of the year The holiday votives are very classy and sure to fit in any type of decor

The reflections triangular votive is modernly chic and sure to impress all of your potential customers The triangular votive is one of the most unique promotional products you can choose Under the warm glow your business name and logo will shine through reminding the potential customer of your services and kindness

The angelic bell is made of glass and has a sweet sound when the crystal clapper hit’s the glass Surely the angelic bell is one of the most unique promotional products there is Your customer can display the bell at his or her place of employment to help decorate their office or take the bell home and display it on a shelf

Stand out by giving unique and promotional products If you are at a tradeshow, your table is sure to become the most crowded as people flock to your table to learn about your business and receive a gorgeous glass bell with your business name and logo accompanied on it Get loyalty and brand recognition with Unique Promotional Products. Wealthwood Promotional Gifts offers many products with corporate apparel and free ground shipping on orders over $50. Article Source: Your Business Can Stand Out by Using Unique Promotional Products RSUPPSubmitted By ArticleUnited.com Submission Services

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Author : Mark W.Most businessmen sell a business only once or twice in their lifetime Selling a business may be the most difficult task for a businessman who might have taken years to build a profitable and reputable business When he puts it up for sale, he hopes to recover the price for all that he has put into it Selling a business can be profitable decision or one that can result in the loss of one’s life’s work It is advisable for businessmen to hire professionals for selling their business If your business falls into the mid-market category and you aim to drive a strategic deal out of your sale, you will require an expert merger and acquisition advisor But if your business belongs to the Main Street and you just want to get the best price for it, you might need a business broker Below, we discuss some of the differences between the two professionals, which can help one decide whom to hire for selling a business

- Type of Business
Business brokers specialize in what are called main street businesses, which could be in the range of $100,000 to 1,000,000 in revenues and include businesses like restaurants, dry cleaners, gas stations, convenience stores etc M&A advisors usually take on businesses with larger turnover, like manufacturing units, technology firms, distributors etc If the business to be sold is amongst main street businesses, the services of a business broker to sell the business would be appropriate, whereas if it is larger, then the services of a merger and acquisition advisor would be needed

- Targeted Buyer
Business brokers target individual businessmen for selling a business, whereas M&A advisors are connected with corporate buyers, who seek a strategic reason behind a merger or an acquisition

- Business Valuation
Business brokers generally apply "rule of the thumb" valuations for main street businesses to determine their selling price Such valuations rarely vary Merger and acquisition advisors are called in when there can be a broad interpretation of strategic value and rules of thumb do not apply Large businesses generally have high components of niche services, intellectual properties, strong customer base etc, which make the strategic value for the business vary widely

- Complexity of Transaction
Business brokers handle small businesses to sell and their clients consist of individuals The process of selling the business is simpler as compared to larger corporations Contracts for small businesses are straightforward and negotiations are based on the requirements of the seller, price and financing For a merger and acquisition advisor, the target is a corporate buyer, who is an expert at M&A deals Corporate buyers have different teams working for them like legal experts, investment bankers, valuation professionals etc and their contracts are extremely complex A corporate buyer sends in teams to conduct due diligence and examine the business to sell in detail Hence if the business to sell is a large corporation, the seller will need a merger and acquisition advisor, who is equipped and experienced to negotiate with such pros

- Volume of Clients
Business brokers represent as many businesses for sale as they can For business brokers, it is a benefit to have many businesses listed with them when they are contacting individual buyers Business brokers rely on mass email a campaign, posting on websites etc and their attention is divided amongst many clients at one point of time Merger and acquisition advisors, on the other hand, have an exclusive clientele of 3 to 4 clients per professional With specific industry niches and a customized database of contacts, merger and acquisition advisors give their clients the personal and professional touch that they demand

- Fees
Business brokers have a system of a minimum upfront fee plus around 10% of the transaction fee on completion of a successful deal They do not charge monthly fees Merger and acquisition advisors, on the other hand, charge a substantial upfront fee or a monthly fee in the range of $3000 to $10,000 per month M&A advisors also charge a percentage of transaction value as fees on completion of the deal, which is decided on basis of the size of the business Big Wall Street M&A companies are known to refuse transactions below $1 million in fees

Based on the points made above, you can decide whether to hire a business broker or an M&A advisor for selling your business The major deciding factor will be the cost that you are willing to incur Keep in mind that if you have a small business to sell, it will not be able to sustain substantial upfront as well as monthly fees of the merger and acquisition advisor Hence it would be better to go for a business broker Go for a merger and acquisition advisor only if you need to sell a large corporation with high intellectual property and niche services For more tips on selling a business or if planning to sell a business, check out tips of business for sale and business valuation. Find expert business brokers and mergers and acquisitions for investment banking services in USA.

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