Small Black
BEE 'an opportunity' for small business
While many smaller companies fear black economic empowerment will have a negative effect on their business and they will have to 'give away' a portion of their hard work, BEE actually presents small and medium enterprises with an opportunity to grow their businesses.
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If you are a small business, or you are advertising for a small business, the name of the business barely matters. People do not become early customers of a business (brand matters only later), so why worry about it so much in your marketing. Read on to find out what you should tell in your advertising, so that you make the biggest splash in your market.
This technique is quite simple, and it works great in sales letters as well as other types of print advertising. Tell the story behind the product. Use the "a-ha moment" when it was developed. Share the story of the hardships that were overcome to get the product to where it is today, anything that is compelling, true, and memorable.
People remember stories much better than they will a slogan or a random interruption ad. We are a species of story tellers and if you can weave the story of your product, especially if it's a story where the person overcame something extreme in order to become successful. You don't really have to talk about how long your company has been in business. Instead, discuss the fact that the business owner was sleeping in his car as he started the business.
Don't bother trying to get your name out there until you have a steady group of customers. In your beginning advertising if you just tell your story, you will stick in the mind and you will grab more customers. Once you have a large group of customers, you can use branding to enhance that relationship, but if you do it too early, you will just hurt your business.
Joshua Black is an on-line infopreneur, marketing consultant, copywriter and educator dedicated to helping the bootstrapping small business owner succeed. http://www.UnderdogMillionaire.com. He is the developer of the Underdog Sales Letter System. This report gives you all of tips, templates, and tricks necessary to create your own customer-grabbing sales letters in as little as 8 hours. Check it out at http://www.sales-letter-system.com.
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