Blog

If You Don’t Measure It, You Can’t Tell It’s Working

Uncategorized
Great article by our CEO, Brad Swezey. I talk to a lot of small business owners who advertise in a lot of different publications and formats.   When asked if what they are doing is working, the usual answer I get is, "I think so," or some other variation of that. When I ask them how they know it is working or not, I often get blank stares or something like, "it seems busier lately or I overheard someone mention how they heard about us." Once I hear this, I am the one who has a blank stare.  The reason for this is that business owners are spending a good amount of money trying to get people to be aware of their business but don't systematically track their advertising and…
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Interview with Laura Sayegh, business owner and head designer at Laura’s Design Studio

Design, Networking
I had the opportunity to interview Laura Sayegh with Laura’s Design Studio. Laura works with small, mid and large businesses in Tampa and surrounding areas with their design and branding needs. While Laura is quiet and modest, her work speaks for itself. Her designs and her portfolio is jaw dropping. Below is our conversation: Robyn: What is the biggest account you have landed? Laura: Bright House Networks   Robyn: Wow. That is a huge account. How did you get that account? Laura: I let all my friends and family know that I was going into business for myself. And my cousin referred me to a friend that was in the same field at a company in Florida. I reached out to her friend via LinkedIn. After we connected, we realized…
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Create Your Marketing Message Based On Your Ideal Client

Sales
Ok, so you have identified your ideal client (if you haven't, check out Identify Your Ideal Client).  And you have identified where they are (if not, check out Where Are Your Future Clients?).  NOW it's time to CREATE YOUR MARKETING MESSAGE. Sooo...how do you do that? You have to really think like your ideal client (and you know what they look like and  where they are).  you have to answer: what are their biggest concerns? what is most important to them? what are the hot buttons? what are the features/benefits that are most important You want to answer the WIIFM question as the client.  What's In It For Me? If safety and family security is most important, don't sell the idea of how it's the latest and greatest.  If having the newest…
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Where Are Your Future Clients?

Sales, Uncategorized
As a smart business owner, you always need to know WHO your customer is.  For a recap on identifying your ideal client, go to the post Identify Your Ideal Client. And you also need to answer WHERE are your future clients. Once you have your customer persona (are they male/female, what age, where do they live, etc), you need to determine WHERE they are. Where do they get their information? What publications do they read? What websites do they frequent? Do they go to networking events?  Which ones? Do they read local publications? What radio stations do they listen to? What social media sites are they on? By pinpointing where your clients are, you can maximize your marketing dollars and get MORE SALES and MORE PROFIT while only spending dollars that…
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Before You Do Anything Else, Identify Your Ideal Client!

Sales
So many businesses make the mistake of never really identifying their customer.  And your customer is not "everyone."   If it is, you are going to be wasting a lot of marketing dollars. By identifying an ideal client, you can go after the most profitable customers.  You do this by tailoring your message specifically to this ideal client and distributing this message exactly where your ideal client is. Assuming you already have clients, make a list of your top 10 clients (top 10 most profitable clients that you enjoy working with).  Questions to ask to help you identify your target market for B2C (business to consumer): Male or female Race Age range Income level Asset level Geographical location Other specific factors which may include school attended, specific groups, religious affiliation,…
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