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Marketing Your Small Business

How do I get more customers for my small business?
What can I do to increase sales on a shoestring budget?

Before you read any further, ask yourself: "Do I have a Marketing Plan?" If the answer is 'no' or 'What is a marketing plan?'  ''What does it contain?' And 'Why is it important?’ Go to Marketing Plan and learn what your competitors already know. If you wonder why you need that, then read on, my friend, read on.

How do I attract more customers is the age-old question. Here are some  answers:  First, it takes a lot of hard work. But before you can attract customers, you have to know who YOU are.

1.  Know what it is that YOU are selling. Who are you, really?

Are you selling a product or service? You would be amazed at how many entrepreneurs can't define exactly what they are selling. 

For example: A high-end pet store owner recently told me that her customers bought her expensive dog and cat food because they were concerned about their pets’ health. WRONG. 

What she was actually selling was the IDEA that pets are part of the family, and as family members, they deserve the best -- and we, as owners of said pets, have the responsibility to buy the best food we can afford for them. Anything less would be tantamount to neglect.

She is selling emotion -- the emotion that says, "If I don't spend $32 for a can of dog food, then I don't love my pet, which is part and parcel of my family."

What she is actually selling is the emotion -- the idea -- that spending ridiculous amounts of money on dog food is a reflection, a symbol, of how much you love your dog. She is selling to the owners who subscribe to the “million dollar dog” theory -- the theory that suggests an owner would not sell their pet for $1 million.  

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