Welcome to Business Consultant Weekly

Issue # 22 December 14,1998

Business Consultant Weekly is taking a holiday break! I'll be leaving Southern California to go back east to celebrate Christmas and the New Year with my family in Ohio...brrrrrrr! and looking forward to it immensely. It's been a busy year around here and I've enjoyed sharing it with you. Have a wonderful holiday season. My wish for all of you is some time to reconnect with those you love and some well-deserved R & R. You can expect the first issue of 1999 to arrive on Monday, January 4th. Enjoy & stay safe! -Laura, editor.

Business Consultant Weekly is a FREE newsletter brought to you by NetChecks of Quartz Hill, CA <http://netcheckspayroll.com> helping small and home businesses succeed.

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In this issue:

1) Tip of the Week

2) FEATURE ARTICLE: 10 Guidelines for Home Based Business Success! by Victor Correa

3) CLASSIFIEDS

4) FREE Resources

5) MARKETING MINUTE: HOW TO IMPROVE YOUR SUCCESS 400%! This simple secret is the one big key to good advertising on any budget by Carol Wadell

"Tip of the Week"

Back in November I included the following tip along with a number of others as suggestions for new marketing methods to try. If you missed them and would like to review them, go to <http://netcheckspayroll.com/BCWissue17.html>:

1. Do you use a car or truck in your business? Have your business name and contact information painted on the side. Besides adding credibility, you'll get some name recognition in your local community. If you're reluctant to have you vehicle painted, try magnetic signs.

One of our readers, John Watson, emailed me some thoughts regarding this tip and I wanted to pass them along to you:

This is a good idea except for one drawback. In some, if not all states requiring liability insurance coverage, a vehicle with advertising on it is considered a commercial vehicle by the insurance companies and must be insured as same at a higher rate. It would be advisable to check with your insurer before putting any advertising on your car or truck.

You would not want to have an accident and have the insurance adjuster to list your auto as a commercial vehicle because of the advertising on it and then your insurance company void your insurance and refuse the claim because you did not have commercial insurance on your car. This could happen.

It is better to be safe than sorry.

Thanks John! We appreciate all the good advice we can get.

FEATURE ARTICLE

10 Guidelines for Home Based Business Success! by Victor Correa, AWESOME Resources Marketing

More and more people each and every day are following the road to financial freedom by becoming self employed. People are recognizing that being in control of one's future is the absolute way towards reaching goals such as financial and time freedom. If you are entertaining an idea for a home based business, follow these guidelines that will ensure your success.

1) Find a real need and fill it.

2) Realize that the business you end up with is unlikely to be exactly the one you start with, and that's OK. Going into business is like entering a corridor with doors of opportunity opening on all sides. It's hard to see the doors until you are actually already working for yourself.

3) Focus on a relatively small niche.

4) Relentlessly control your costs or they will quickly get out of hand. If at all possible, start at home with used office furniture, and consider subcontracting temp help rather than hiring full time employees.

5) To be competitive these days you have got to be fast. The key to being fast is keeping your business simple (and focused).

6) It is usually better to be market-driven rather than product-driven. Say, "I want to market to retirees in Central Texas with an interest in gardening" rather than "I want to market top quality gardening tools."

7) Tend to your business. Once you are sure of your business, do not get sidetracked.

8) Competition is no reason for not starting a business. You will have competitors-just accept it. Study what they are doing and figure out better ways of doing it.

9) Consider moving outside your target market area for awhile to get some experience working in the type of business you want to start. If you are up front about what you want to learn and why, people will help you (provided you are not going to become a future competitor in their area).

10) Persevere. If you keep trying long enough, you are almost certain to succeed.

Victor Correa is the President of AWESOME Resources Marketing and publisher of the AWESOME Resources Marketing E-Letter.

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MARKETING MINUTE

HOW TO IMPROVE YOUR SUCCESS 400%! This simple secret is the one big key to good advertising on any budget. by Carol Wadell www.WorkShopInc.com

Jake knows he has to have a big Christmas season and somehow keep sales coming in through the slow first quarter. "I'm a small business. I don't have big cash reserves or lines of credit to tide me through slow times," he says pointing out a challenge almost every small and home-based business faces.

Hoping and wishing won't get customers ringing your phone. You've got to advertise and promote. Even on the smallest of budgets you can achieve considerable advertising success if you follow this single, simple rule.

TARGET your advertising and publicity. Nothing else makes advertising work as effectively. On the other hand, bad targeting will doom your marketing from the beginning no matter how much money you spend.

What do I mean by "target?" It's a word we use a lot in marketing, often without having a clear idea of what it means. You target effectively by making sure your marketing only goes to the people most likely to buy your products or services. Your big daily newspaper reaches lots of people, but how many of those are really interesting in buying what you're selling? You waste hard-earned advertising budget when you advertise to thousands of people who aren't interested.

It is much easier to target a specific group of prospects by using media that specializes in advertising to those prospects. Trying to reach home-based entrepreneurs? Advertise in a newsletter, e-zine, or magazine that targets that specific audience. Glitzy and expensive publications don't always give the best results. Low-priced targeted radio ads, industry newsletters, or neighborhood papers bring in sales. It's not unusual for a targeted ad or press release campaign to bring in 400% more sales than marketing that is not targeted.

Start by asking, "Who are my best prospects? What kinds of media do they pay attention to?" You may need to ask customers how they heard about you or how they search for companies like yours. Their answers will give you clues to what kinds of media that group reads and watches.

Carol Wadell, The WorkShop, provides Media Directories on CD-ROM. Your source for over 10,000 newspapers, 3,000 magazines & 2,000 e-zines. All Magazines and E-zines are categorized, making it easy to target your market. Database directories allowing you to sort and report the information in a way that works best for you. See her website at http://www.WorkShopInc.com or email mme@workshopinc.com

If you have any questions or comments regarding this newsletter or the content, please email Laura Raushel at mailto:webmaster@netcheckspayroll.com

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