What Dan Kennedy Says About Small Business Advertisement and Marketing

You must have heard ’bout Dan Kennedy, the famous guru of small business marketing and advertisement. Go ask your neighbor Tom, an established online home-based small business entrepreneur, and he will recite you the whole life story of the famous Dan Kennedy.

Anyway, just so you know, this is what his website says about him:

Dan S. Kennedy is the provocative, truth-telling author of seven popular No B.S. books, thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niche consultants in nearly 150 different business and industry categories and professions.”

So, what Dan says about small business advertisement and marketing is that you have got to possess three factors to succeed:

  1. Right Message
  2. Right Market
  3. Right Media

Explaining on the above points, you should always throw the right message. Sometimes, the message is too factual or unoriginal. Remember, it is advertisement, and neither slipping your business card into someone’s pocket or shouting your product’s name at the top of your voice (that might be an interesting idea though!).

You got to get original and learn to think the unique selling point (USP) of your product or service. You have to understand why a customer would want to buy your service, why you are special for him. Remember, your sales copy sells!

Secondly, you have to target the right market. Some people just don’t want to buy. Some people just want something else for their problem. You have to understand your competition, your audience and your own stand. Remember, you should always stand out from your competition and should cater to the need of your market. If you are selling cricket bats, you cannot send fliers to office-goers. That’s never going to work!

Right media is the last point that needs to be reiterated. Choosing the right media depends on your market, scale of operation and needless to say, your budget. If you are selling books, advertising them on TV may not work that much! Moreover, are you going for a local town business, whole country or international? Think about it. You cannot go for a television ad with a few hundred bucks in your pocket. Think before you leap, my friend.

That’s what you seriously need to keep in mind. Hey, are you even listening? Then tell me something.

What Is the Difference Between a Home Business and Online Home Business?

The number of people using the Internet in almost every aspect of their daily lives is growing at an increasingly rapid rate. It is no longer just available for the younger generation, wealth entrepreneur or people who are techno savvy. With the Internet now being available in almost every house hold and every smart phone it is no surprise the home business model has moved to the online realm.

The major difference between a home business and online home business is that the majority of sales, service and transactions is conducted online. With the Internet being so flexible many people have simply just moved the majority of their home business to the World Wide Web where it is much easier for a small business owner to get started and be successful.

1. Start-up and On-going Costs.

Cost is one of the major factors that stop many people from running their own business. Small offline businesses can easily cost anywhere between $10k to $250k to get started and for most people this is a significant risk, especially if the home is being used as collateral to fund the loan. The great news is that online business can usually be run from free to an average of $1k to $2k with ongoing costs as low as $30 a month thereby reducing the risk to a great extent.

2. Time to Launch.

Offline business can easily take weeks if not months to launch opening day. Launching a fast food franchise can take a few weeks to set up all the equipment and train the staff even though is it systemized. Nowadays many network marketing or multi level marketing businesses are run online with the majority having a plug and play nature. Once you buy the start-up package you are usually given your own website and squeeze page to start promoting straight away.

3. Risk and Flexibility.

With an online home business your target demographic can essentially be anywhere in the world. You are not restricted by location unlike a small business in a shopping centre or town. You have the flexibility to target different countries in your advertising campaign and even completely change your business to another niche or industry without having to fork out big dollars.

4. Leverage and Marketing.

Marketing through the newspaper, radio or television can significantly increase the overheads of your offline business. Even then there is no guarantee that customers will visit your store or restaurant. You could essentially be running an ineffective advertising campaign and wasting thousands of dollars. In the online world advertising can be done on a performance basis, where you only get charged for advertising based on the amount of potential customers that actually visit your website or online store.

With those four differences mentioned it is no surprise that people as young as 12 years of age or people as mature as 70 years of age can be running their very own business from home. With online shopping still being in its infancy stage it is a great time to get started at home with your very own small business online.

How To Market My Business and Make Money Tomorrow

No matter what size it is of your business, if you have a business and you want to make some money by tomorrow, here are some steps to market your business that you can implement now to do so.

Given that you have a customer database, you can run a special, invited only promotion and send mail or email to your customers.  The content of the mail will look something like this:

Hi my best VIP customer, I haven’t contacted you for a long time and first of all thank you for your business in the past.  I hope that you find our product/service useful.  In order to thank you for your support, you are now able to get our newly created, never-released product at a discount price.  Since you are my best customer I would like to hear your feedback on this product.  You can buy this new product using this special link(add a new URL) and you can try it free for 30 days.  If you like it I will charge you certain amount after 30 days  but if you don’t like it, just tell us and you will not be charged.  This special promotion will be run 3 days only.  Remember to tell us your feedback and talk to you soon.

This is for business who has a customer database, regardless of the size.

If you do not have a customer database, you can use list broker like infoUSA.com and send direct mail to your customer.

Why having a list is so important?

It is because selling to existing customer is much more easier than acquiring a new one.  Since they are already on your list, all you need to do is to send them cool things periodically and let them know that your email is not another “sales email”.  The money is the value you provided to your list.  So if you provide good value to your list, move them forward to their desired goal, they will help you out by giving you money in return.

So how to build a list?

It is quite easy when you are doing it online rather than offline.  All you need to do is providing them a bribe that is free of charge, and start driving traffic to your free offer.  People who want to get your bribe should opt-in to your list.  That is the simplest way to build your list.  The only problem of building a list is to drive traffic to your offer.

How to drive traffic to your offer?

You can do it by PPC or banner advertisment.  This is the mostly used, simple yet effective way of driving traffic.  If you want free ways to do so, you can leverage the power of social media like Facebook.  All you need to do is to create an opt-in page on Facebook fan page and let people who are interested in your offer can enter their email address to get your free bribe.

I hope it helps some business who want to get money as fast as possible.