Marketing Your Way to Easy Living: Eight Ways to Market Your Small Business to the Masses

Contents

Introduction

1 Using Goal-Setting Effectively

2 Systemizing Your Business and Developing Effective Processes

3 Defining Your Target Market

4 Creating Effective Marketing Material

5 Advertising for Immediate Profits

6 Using Scripts to Increase Sales Immediately

7 Profiting from Internet Marketing

8 Profiting from Direct Mail

9 Doubling Your Referrals

10 Creating Repeat Business and Developing Clients Who Pay, Stay, and Refer

So, What Do You Do From Here?

Dedication

I would like to dedicate my first book to my spouse, Darlene. I admire your hard work and creativity you put toward your own small business. You are a true success and the hardest-working person I know. A huge thank-you to my daughter, Leighanne, for your understanding of the time it takes to write a book and believing in me, with all the words of encouragement. I hope I make you just as proud as you have made me! I believe family is one’s only true indispensible asset.

I would also like to thank all of the great people I’ve come into contact with over the years. They have shaped my thought process and techniques I now teach others. I believe your success is measured in the number of friends you collect over your lifetime.

Thanks to the many sales coaches I’ve listened to on tape and whose books I’ve devoured: Zig Ziglar, Bryan Tracy, Earl Nightingale, Tony Robbins, and so on. These are books and tapes I still revisit. I believe you can never learn enough.

To all of you—thank you!

David

P.S. Remember, rich people buy books and businesses; others buy things!

Introduction

When I put pen to paper, or keyboard to Word document, I found myself with an enormous amount of useful marketing material I’ve used since 1992. This experience is drawn from many business positions, including sales manager for a small Midwest manufacturing firm; owner and manager of three restaurants; owner of a restaurant equipment and supply company; owner() of a small business consulting company(www.salescoachpro.com); financial services and insurance company and an e-commerce website(www.ubuyrite.com). Several of these I continue to own but consult from afar. The strategies I talk about in this book are still in place in these companies. By mastering the principles I share in this book, I have found starting and getting a business off the ground remarkably easy.

Even though I truly believe we are all one or two great marketing ideas away from more sales opportunities than we can fully imagine, I believe the first two chapters are as important as the following eight. The strategies in this book—when implemented with conviction and care—are guaranteed to make you more money with less effort. These are strategies that have helped businesses just like yours; including your competitors, make hundreds of thousands of dollars.

This is why I have dedicated my life to business consulting. Since starting my company that provides direction for small business operators, I have been overwhelmed with the demand for marketing and structure, and the need for someone who provides a proper third-party perspective.

As you read the principles to follow, remember it does not matter what industry or type of business you operate (I’ve been part of many). What matters is that you grasp the heart of the principles, the underlying lessons and strategies, that can help grow any operation in any category of business.

The best time to start is now—not tomorrow, not next week, not next year.

Yours in success,

David L. McKimmy

P.S. If you would like to arrange a meeting to get a third-party, profitable perspective on your business, please e-mail Salescoachpro.com, and we will gladly point you in the right direction.

For a free test drive of all my best tips, tricks, and marketing resources, visit www.SalesCoachPro.com.

1

Using Goal-Setting Effectively

We’ve all heard about the power of setting goals. Everyone has surely seen statistics that connect goal-setting to success in both your business life and your personal life. I’m sure if I asked you today what your goals are, you could rattle off a few wants and hopes without thinking too long.

However, what most people do not realize is that the power of goal-setting lies in writing down your goals. I believe, committing goals to paper and reviewing them regularly gives you a a far higher chance of achieving your desired outcomes. I believe only a very small percentage of people in the world have written goals—I believe this same small percentage achieve greater success in business and earn considerable wealth.

Having said that, a vast majority, in my opinion, will NOT have enough saved to sustain their lifestyle at retirement age. As a business owner, it is essential that you develop a plan for your retirement. It is equally essential that you develop a plan for your success.

This chapter focuses on the power of goal-setting as part of your business success. I’ll teach you to set SMART goals that are rooted in your own personal value system and supporting techniques to achieve your goals faster.

What Are Goals?

Goals are clear targets that are attached to a specific time frame and action plan. They focus your efforts and drive your motivation in a clear direction. Goals are different from dreams in that they outline a plan of action, while dreams are a conceptual vision of your wish or desired outcome.

Goals require work: work on yourself, work for your business, and work for others. You cannot achieve a goal—no matter how badly you want it—without being prepared to make a considerable effort. If you are ready to invest your time and energy, goals will help you

realize a dream or wish for your personal or business life,

make a change in your life (add positive influences or remove negative ones),

improve your skills and performance ability, and

start or change a habit (positive or negative).

Why Set Goals?

As we’ve already reviewed, setting goals and committing them to paper is the most effective way to cultivate success. The most important reason to set a goal is to attach a clear action plan to a desired outcome.

Goals help focus our time and energy on one (or several) key outcome at a time. Many business owners have hundreds of ideas, as well as daily responsibilities, whirring around in their heads at any one time. By writing down and focusing on a few ideas at a time, you can prioritize and concentrate your efforts, avoid being stretched too thin, and produce greater results.

Since goals attach action to outcomes, goals can help break big dreams into manageable and achievable sections. Creating a multi-goal strategy will