Have you ever watched the Indy 500? Billed as the "greatest
spectacle in racing," it is one of the most famous
motor-sport events in the world. The beginning is always
dramatic. The audience cheers when it hears, "Gentlemen . .
. start your engines!" These four words announce the start
of something big.
Putting together a promotion plan is the start of something
big, too. Essentially, it means putting down on paper a
well-thought-out sequence of events leading to a desired
outcome for your business, product, or service. When done
right, a promotion plan helps you focus on your market,
streamline your advertising activities, and ensure that you
portray a consistent, high quality image in the business
world.
When done wrong, a promotion plan will keep you awake at
night, not net you the results you expect, and drain you of
human and financial resources.
If a promotion plan can do so much, why aren't more
women-owned businesses, especially small ones, taking the
time to write one?
Top 5 Reasons Women Business Owners Put Off Writing
Promotion Plans
1. They aren't comfortable promoting.
Women think there is something wrong with promoting their
businesses. They see promoting the products and services of
their business as promoting themselves. And they consider
promoting themselves as outstandingly poor form.
2. They don't know who their market is.
Women don't often take the time to really know who their
niche market is. Identifying and knowing how to reach the
kind of people who would be most interested in their
products or services, however, is critical to their
business success.
3. They're in too much of a rush to get out there and make
money.
Thinking they will get around to it later, when they're not
so busy, many women business owners simply don't take the
time to come up with a clear and compelling vision for
their business. This makes it difficult to put together an
effective promotion plan.
4. They don't know what they can do to promote themselves.
With so many possibilities to consider, it's easy to become
overwhelmed and confused about what's best and where to
start. This is why it's important that women not rush to
get a product or service out there. This will give them the
time they need to thoughtfully consider the best ways to
promote their businesses.
5. They don't have much money to spend.
Starting up a business and growing it takes money. Many
women business owners either don't have much money to spend
on promotion or don't understand the value in allocating
resources to do so.
If you have been putting off doing your promotion plan,
here are some ideas to get you started.
7 Affordable Things You Can Do to Jump-start Your Promotion
Plan
1. In 25 words or less, identify and describe the number
one thing you want your prospects to know about what you do
and how it will be of benefit to them.
2. Come up with a unique sales proposition that is clear,
concise and compelling.
3. Call or e-mail everyone you know and bring them
up-to-date on what you are doing! Leave no family member,
friend, colleague, or customer in the dark.
4. Put together an inventory of 5 to 10 well-written
articles, reports, or tips sheets, authored by you, each of
which addresses a specific solution to your target market's
challenge. Aim to inform and educate, rather than sell.
5. Build your 30-mile sphere of influence list. Record the
name, contact person, address, email, phone number, and
website of every business, organization, and media outlet
that would be beneficial to your promotion plan.
6. Join a professional business networking organization,
and go to the meetings.
7. My favorite: Have lots of one-on-one breakfasts
throughout the year. As Jim McCraigh says, "Breakfast means
business."
One of the most significant things you can do for your
business success is develop a promotion plan. A promotion
plan covers all phases of communication between you and
your potential customers. It is especially useful when you
are rolling out a new product, establishing or changing
your company image, or want to promote special services or
events. A promotion plan can do many things for you,
including positioning you as an expert and leader in your
industry, cultivating new markets, and enhancing your
reputation.
So, what are you waiting for? Ladies . . . start your
engines!
----------------------------------------------------
Dr. Susan L. Reid is a business coach and consultant for
entrepreneurial women starting up businesses. She is the
author of Discovering Your Inner Samurai: The
Entrepreneurial Woman's Journey to Business Success. Susan
provides intuitive small business solutions, powerful
attraction marketing tools, inspiration, and direction.
Visit http://www.SuccessfulSmallBizOwners.com and download
your copy of her latest free business success article.
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