Welcome to Business Consultant Weekly

Vol. 2 Issue # 4 January 25, 1999

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In this issue:

1) Tip of the Week

2) FEATURE ARTICLE: How to Promote Your Business by Providing Specialized Information by Bob Leduc

3) CLASSIFIEDS

4) FREE Resources

5) MOTIVATIONAL MESSAGE: The Skies areGoing to Clear by William N Hodges

"Tip of the Week"

Last week I gave you a list of important phone numbers of organizations offering guidance to entrepreneurs. If you missed it, you can go retrieve the list from http://netcheckspayroll.com. Here's a few more for the rolodex:

Council of Better Business Bureaus (703) 276-0100 Thinking of getting involved in a program? Check them out. Nonprofit organization designed to promote ethical business standards.

American Bar Association (312) 988-5000 Can counsel small businesses regarding legal issues facing their companies or help locate a lawyer appropriate for their needs.

American Association of Advertising Agencies (212) 682-2500 Can provide guidance to small businesses wanting to advertise their wares, as well as evaluate the appropriateness of using an advertising agency rather than advertising on their own.

United States Patent and Trademark Office (703) 305-8600 Assists businesses in protecting their investments, promoting goods and services and safeguarding consumers.

Service Corps of Retired Executives 1-800-634-0245 A nonprofit association dedicated to entrepreneur education and the formation, growth and success of small businesses nationwide.

FEATURE ARTICLE

How to Promote Your Business by Providing Specialized Information Copyright 1999 by Bob Leduc

Specialized information is one of the most cost-effective tools you can use to promote your business. You can use it to attract prospects and to convert prospects into paying customers.

A few years ago I worked with an insurance agency that sold life insurance to military personnel. They advertised a free booklet titled, "A Guide To Your Military Benefits". It described the major government benefits available only to military personnel. It even provided the forms necessary to apply for those benefits. Offering this booklet was so effective at generating sales that the entire advertising budget went into promoting the free booklet. Almost 75% of those who requested the free booklet were willing to see a sales representative and almost 40% of those who saw a sales representative became paying clients.

TWO MAGIC WORDS -- "HOW TO"

The next time you pass a magazine rack, stop and take a look at the article titles listed on the magazine covers. Notice how many begin with the 2 words, "How To". Can you guess why? Because it sells magazines. You can use these two words the same way to promote your business.

"How To" information that promotes the value of the product, service or business opportunity you offer is the most effective for developing business. Your "How To" information can be a special report, a booklet, a periodic newsletter or even an article or series of articles for publication. Some businesses have even used audiotapes or videotapes to present specialized "How To" information.

Whatever format you use, be sure your "How To" information promotes the value of the product or service you offer. Here are some examples of businesses and the titles of the "How To" information they offer:

** Health Products: "How To Lose 15 Pounds In 30 Days And Keep It Off" ** Business Opportunity: "How To Find The Right Business Opportunity For You" ** Heating and Air Conditioning Service: "13 Ways You Can Cut Your Heating And Cooling Bills In Half" ** Accountant: "How To Reduce Your Income Taxes And Your Chances Of Being Audited At The Same Time"

Your writing skill is not important when creating specialized information about your business. Your purpose is to establish yourself as an expert in your field of business, not as an expert writer. Write about what you know. Much of what you know and do automatically while conducting your business is unknown to your customers and prospects. They're eager to learn about it.

LOW-COST AND FREE HELP

Here's a tip for anyone having difficulty getting their specialized knowledge down in writing. Visit your local college and ask them to put you in touch with some of their students who are talented writers. Offer them a small fee to assemble your ideas and data into a finished product. They'll be happy to earn a few dollars for an "easy job" and you'll get a quality product.

Another shortcut you can take is to compile a collection of suitable articles by different authors into a booklet. Request permission from each author to use his or her entire article including the author's byline. Most will agree provided you include the byline promoting their business.

DISTRIBUTE FREELY

Your first information product will probably be a special report. Offer it free to your existing customers and prospects. Offer it as a free article to publishers of magazines, newsletters, websites and email magazines (ezines) with themes related to the information in your report. You can even advertise it free in classified ads or by direct mail. The military benefits booklet I discussed above was offered exclusively by direct mail using a double postcard.

Providing useful specialized information establishes your credibility as an expert in your field. It's inexpensive to produce and distribute but highly effective in promoting business.

Bob Leduc retired from a 30 year career of recruiting sales personnel and developing sales leads. He is now a Sales Consultant. Bob recently wrote a manual for small business owners titled "How to Build Your Small Business Fast With Simple Postcards" and several other publications to help small businesses grow and prosper. For more information... Email: BobLeduc@aol.com Subject: "Postcards". Phone: (702) 658-1707 (After 10 AM Pacific time) Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133

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MOTIVATIONAL MESSAGE

THE SKIES ARE GOING TO CLEAR Copyright 1998 William N Hodges, used by permission.

When the skies are dark and the mood is blue, that's the time to do something new. Well, maybe you don't have to do something new, but you do have to do something. According to statistics, one of the highest periods during the year for depression is January.

I think my late friend, Dr. Norman Cousins, would say it is because we have used all our endorphins during the hustle and bustle of December. Others would probably blame it on the fact that most of the area north is snow covered and we do not go out as often, causing us to be isolated in our homes. Still others will tell us it is simply a matter of the skies being gray and we're not getting sufficient light for our systems to function properly.

Who is right? In truth, I don't know. All of these theories have some bit of truth but none of the environmental factors can explain why in the southern hemispheres the depression rate is still high during January.

I know that once I understood the theory of endorphins and how endorphins could help to power up my life, it made a difference. Endorphins, without going into a lengthy chemical explanation, are a natural pain killer, not unlike a narcotic, that is manufactured within the body. Our bodies build them during happy times and use them to blunt the pain during stressful times. If we find ourselves in a really blue mood, assuming we are otherwise healthy, it is probably because our endorphin levels have fallen. Here are some ideas to help you build a ready supply of endorphins almost on command.

* Go to your tape or CD library and find five songs that are upbeat and have a positive message. Play those songs and sing along with them. Remember the words from the Carpenter song Sing, "Don't worry about if it's good enough for anyone else to hear, just sing, sing a song."

* Call a friend on the telephone who you know has a good sense of humor and dare them to make you laugh. No humorist can resist that challenge.

* Go through your photo album and review happy experiences-vacations, trips, graduations, birthday parties, etc.

* Make a list of the things for which you are grateful. Don't overlook the most obvious of blessings, such as the fact you are still living and breathing. As long as you are alive, there is much more you can accomplish.

* Write a letter to a friend emphasizing all the good things you can think of. Try diligently to brighten their day. I guarantee if you do, it will brighten yours. If you can not think of anyone to write to, mention the column and send one to me. Make the subject line "Happy Letter."

Well, that gives us a start on creating more endorphins. When your endorphin level rises, more than likely, you will not see even inclement weather as such a barrier. Force yourself to break the cycle and brave the cold or heat. Go outdoors, even for short periods. The exercise you get shoveling snow or going for a walk is a wonderful antidepressant.

Well, you've thought happy thoughts and you've been outdoors. Your endorphin levels are already rising and the gray is leaving the skies. One final piece of advice-no matter what else you do, put on a happy face.

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Bill Hodges is nationally recognized speaker, trainer, and columnist. If you enjoyed this article, you will enjoy his book Within Your Reach which contains 60 such articles on positive thinking available either in print or a three cassette audio tape. If ordering from your local bookstore, .reference ISBN #0-9622717-0-5, or you may order directly by sending your check for $4.95 USCurrency plus ($1.30 USA $3.00 Other)for the printed book or $20.00 plus ($3.00 USA $6.00 other) for shipping to Hodges Seminars International, P O Box 22 Fairborn OH 45324. Or order by Visa or Mastercharge at his Web site http://www.BillHodges.com

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