1. Local Business Newspaper

• Get interviewed
• Volunteer to write an article
• Create celebrity status

2. Be Seen Program

• Customer/client appreciation events, letters, cards, etc.

3. Business Development Strategy

• Contact with business, form strategic alliances
• Bundle products or services to create a value added offering

4. Get on the Spin

• Rollout marketing (have each contact generate referrals)
• Expand market reach by promoting within customer base
• Encourage Word-of-Mouth promotion

5. The 3M’s

• Meaningful - relevant to your business and target market
• Manageable - able to deal with and easily view the data
• Measurable - able to collect, document and assess the data

6. Customer Evaluation

• Have your customers complete an evaluation form
• Get great testimonials
• Evaluate strengths and weaknesses
• Ask for new leads to expand business clients and contacts

7. Database

• Complete a list of clients by location, project, type, etc.
• Target database marketing
• Keep clients informed through newsletters, personal notes and visits

8. Amplification

• Create as many ways as possible to keep your identity in front of your market
• Don’t whisper!
• Attention, Interest, Desire, Action

9. Service

• Friendly prompt service – more than your clients expect
• Handle complaints quickly – remember the customer is always right!

10. Awareness

• Make sure clients are aware of the full range of services that you provide and tell them often

It was Sunday afternoon, I was nine years old and my parents’ 1947 Dodge was polished, tuned and ready to go. Where we travelled on those Sunday sojourns really didn’t matter. It was just the ritual of going for a Sunday drive. No place in particular.

Twenty minutes could be two hours, trundling along in the back seat of that old ’47 Dodge. If I was lucky, I got to bring a friend and to pass the time and we would play “I spy”. The object was to find obscure things with vivid shapes and colours as we whizzed along. Selecting things that were not too obvious and would soon be out of site created a sense of urgency.

Well, the object in most home businesses is quite the opposite. How to get visibility. How to get recognition to help credibility and improve sales. Getting your target market to notice your business, remember it and even call you can be difficult.

Let’s take a look at some of the challenges first. In many cases exterior signage is not an option for home businesses in residential areas.

Often home businesses do not have business telephones and so they don’t get a listing in the phone company yellow pages. Many do not have a fleet of trucks traveling around the city with recognizable, visible signage.

In many cases playing ‘I spy’ with home businesses would be next to impossible. Here are some ways to improve your odds in the game.

Create an easily recognized business identity including logo, business stationery, brochures and a table top display (if you do some of the local trade or business shows).

Consider signage on your vehicle; logo; phone number and website address; the products or services you provide. When you are out doing errands you are promoting your business. Sponsoring sports teams or organizations may bring the additional visibility.

Newsletters can help your business to stay visible within your market. Make sure your web address is on everything. If you don’t have a website, talk to a marketing person to help you evaluate the need.

Join the Chamber of Commerce and other business and professional groups. The more people you meet, the more opportunity you have to hand out business cards. Find more ways to share your knowledge and help others.

If you have a service business, make sure you put a label or sticker on each piece of equipment serviced. Put your website on it. Take orders over the Internet.

On the back of your distinctive business cards list some of the benefits your business offers. Never miss an opportunity to hand them out. Keeping your cards in a box in your desk just doesn’t work. Remember the most expensive business cards are the ones that never get handed out!

You can also place ads in the most appropriate places for your business. Be patient and consistent. It takes time for the market to get to know you and trust you. One splashy ad may not do it. Monitoring the results in all areas of promotion will help to determine where to place more emphasis.

Although the old ‘47 Dodge is long gone, I often recall the images of those Sunday trips.

So, are we there yet? I’m thirsty!

What’s the first thing that you sell to a new prospective client? Right! It’s you. The fact is that when meeting new people at mixers, events or even at the mall, it’s you they are evaluating.

Many home-based business people spend a significant amount of time in face to face communication with prospective clients, associates and other business people who could potentially refer business to them.

All of the contacts you make during your mission to get more business are noticing how you act, dress and communicate. If they like you they may be receptive to hearing more about your business.

Small business owners in their rush to get business often spend time and emphasis on the outer appearance of their business and forget about personal details.

Creating a good impression is not only a business responsibility it’s also a personal one.

In a previous article about marketing I suggested … “Carefully review all the things people will see, hear, feel, smell and taste about your business”. Certainly some of these can apply to you as well.

Let’s consider some possibilities. What do people see when they meet you? How you are dressed, the fit, the style, the accessories (briefcase, pen, hairstyle, glasses, lapel pin and shoes) are some of the things people notice. So taking time to think of the impression you are communicating and coordinating how you dress can have a big impact on how you are received.

A Personal Image Coach I met says “Do everything necessary to get a positive reaction from everyone you deal with…this means determining your own image standards and adjusting as necessary for different clients”.

I think being over dressed can present problems as can being too casual in a professional situation. Be receptive to these situations and take the necessary steps to make your appearance fit.

According to my research 55% of all communication is body language and 7% is what you say. If this were true then it would seem to be reasonable to pay special attention to what creates the biggest impression. Talk less and listen more. Appearance, body language and attitude can be very significant and powerful marketing tools.

It’s interesting the impression created when meeting someone dressed in a suit or jacket and tie with dress shoes that have not been polished since they were new.

When we notice one thing we start looking for more. It can be like noticing overspray on that used car and starting to wonder what else has been covered up. We begin to wonder if it’s such a good deal after all. You don’t want people thinking these things about you.

The Handshake is probably one of the most important body language issues to consider. Shaking hands with people often happens during the first few seconds and is critical in making that first good impression.

A firm, well-timed handshake can get your meeting off to a good start. Get some information on body language, it will help you to project the kind of image that you want and prevent you from making some critical mistakes.

Personally, I think most of us want to be accepted in the business community. We want to be seen as professional, ethical and sincere. We are often so keen to tell people what we do that we don’t listen to what they want. Success can often be achieved by giving people what they want.

There is power in silence. Use it to make a good impression. Use it to truly hear what they are saying and find ways to deliver.

I’m amazed at how many businesses are keeping their specialty a secret. The services they provide the products they sell, all seem to be hidden away for a special occasion or something.

There doesn’t seem to be any good reason for it. There is no logical explanation for it. Yet secrets are kept.

Let’s not tell too many people about our business or print too many business cards, after all they are expensive. Often small business owners say they are doing the sales and marketing thing, but in reality it’s still a secret.

Is it fear of failure, fear of success, or perhaps even lack of knowledge or confidence on the part of the business owner that prevents the communication process from working successfully?

Keeping secrets cannot be good for you or your business. The challenge, it seems, is to get the word, the message, the image, the enthusiasm you have for your business out to the marketplace. Missing any opportunity to get your business noticed is just as bad as not following through with potential business opportunities.

A friend recently told me of an experience he had when he called some local businesses for quotes. Three of the four companies contacted never showed up.

The one company that arrived on the scene proceeded to take all the details and then left, never to be seen or heard from again. If this is any indication, these companies have more work than they can possibly handle and don’t need your money.

Small businesses, and in particular the home business variety, have some challenges in getting the word out, but it’s certainly not impossible. Word of mouth is one of the best ways and possibly the least expensive to increase your business’s visibility in the marketplace.

By preparing a short overview of your offering you will have a clear, concise, well-planned description of what your business is all about. Information about your products, services and mission statement will be ready when the opportunity presents itself.

Contacting to the media may land you some publicity, which can get people talking about you and your offering. Consider some of the unique features about your business that may be of interest. What makes your business special?

So show up, get the details, prepare a quote, you might even get the job. The secret is to talk to everyone about your business and never miss an opportunity.

One of the best things about running a business from home is having all those home comforts. The convenience of running a business from your home can also be a disadvantage.

In addition to all the distractions, being too comfortable can be a disaster. Efficiency and profit may slip away as you doze off on the couch waiting for the phone to ring. It can create a feeding ground for procrastination. It is really easy to put things off when you’re comfortable.

Put your feet up and relax in your sweats and think about doing that report later. How about a couple of cup cakes and a hot chocolate just to get fortified before embarking on that next assignment (this brings to mind another topic for an article “Health and Fitness and the Homepreneur”).

Self-discipline is a big factor in the day to day operation of a home business. Get too comfy and you’re dead. It’s so easy to slip into the comfort zone.

I’m not suggesting that you need to be uncomfortable in your home office. Having your office set up for convenience and comfort makes a lot of sense. However, a fridge, microwave and toaster next to your desk may be too much of a temptation. Who did you have to convince to get that recliner for your office? They don’t call it a “La-z-boy” for nothing!

I think it is important to be comfortable in order to function effectively. Maybe some new shelving or organizing your computer, desk and fax machine could improve your operation.

For some businesses it’s necessary to have a quiet place to talk to clients, make phone calls or prepare reports. This will make your business environment more comfortable and more efficient, maybe even more profitable. For other businesses comfort may be a pager, cell phone and other conveniences for the mobile office.

Some home business people I know get dressed for business every morning even if they aren’t going anywhere or meeting anyone. They say it puts them in the right state of mind for work. You never know when someone is going to show up unannounced and being prepared has many advantages.

For me comfort is not being in a cold or drafty office or having to strain because of poorly organized equipment. I like to work in a comfortable chair with easy access to the phone, computer, fax machine and files.

I like to have quietness when having meetings or making phone calls. Having things right where I left them is good. I like to be able to look out the window occasionally.

Being comfortable is different for everyone and every type of business has it’s own demands allowing us to take advantage in many different ways.

A word of caution when you are getting the home business set up “Don’t get to comfy – if you snooze – you lose!”

Consider the possibilities. At any given moment in your area and around the world there is business happening. What most of us in home businesses are hoping for is some of that business.

Hoping alone will not make it so. Marketing, advertising, networking and volunteering will go a long way to help us get a piece of the action. However, if you are not clear on what business you are in and do not “position” the business to connect with its market, most of your advertising and networking will miss the mark.

What business are you really in? Just because your business uses special equipment or produces a specific product or service doesn’t mean that it has to fit the image of the past. Find out more about your customers. Find out what they would like from your business. Make up a questionnaire to get feedback. Make the necessary changes in your business in order to fill the need.

Many businesses are in the “customer service” business and their offerings are secondary. Some large companies have recognized this and have changed the focus of their business from hardware or products to people.

Fast food giants feed large numbers of people daily but they are in the “customer service” business, not the food business. Their establishments are clean. Their products are consistent. Their service is fast and polite. Issues regarding complaints are handled quickly and professionally.

The “customer” is always right. Satisfaction is guaranteed! Wow, what a concept. Can we learn something from this? “What do you mean it’s cold, we’ve served three-hundred of these today and nobody else has complained?”

The greeting card companies have recognized that they are in the “event/emotion business” and the specialty chocolate companies in the “celebration business”. What a difference this makes in the direction and focus of their marketing and advertising.

What a difference there will be when you make the connection with your company.

So, now that you have connected it is time to analyze your target market in order to decide; what products/services will sell; what quality will sell; who will buy; when will they buy; how and when will they pay.

Evaluate your customer’s needs and buying patterns and make it easy for them to buy your products. This can be a significant competitive edge.

In many businesses there are typical scenarios that are expected. Waiting rooms, expensive repairs, no refunds, pain, noise, discomfort, confusion and poor service are all negative expectations when visiting certain types of businesses. I’m sure you can put names to many of them. They are not easily forgotten.

Wouldn’t it be refreshing not to have to wait where it was usually a given. How about no pain? You get the idea? Can you apply this concept to your business? It’s about breaking out of the ordinary and moving toward the exceptional. This could be another competitive advantage for your business.

Knowing what business you are in, what your customers like and who they are, will give you some of the necessary information to fine tune your business offering.

Now, please form a line to the right to place your order and wait for your number to be called!

It is truly inspiring when I meet people who are passionate about their business. Sure, it’s important to position your business and its offering. It’s also a must to plan out a marketing strategy. But, with no passion, well it’s just a business. No excitement.

It’s very easy to identify. Their passion for what they do is difficult to hide. It radiates and is infectious (the good kind). When someone smiles at you it’s difficult not to smile back.

Possibly the reason that you went into the kind of business that you did was because you were interested in it. Maybe you believed that you could make money and thought that it would be an interesting life style. Maybe you knew someone who was doing the same and was successful. Maybe some of their passion rubbed off.

If this is it, life I mean, and there are choices why not make them good ones? Why not choose to love what you do? Why not love the kind of business you build? Wouldn’t it be easier than to be mediocre about it? In my opinion if life is a one way street and there are no ordinary moments then nothing but the very best will do.

Marketing a business that you are truly passionate about is a much easier task. Customer service with smiles and compliments becomes a natural. Think of some of the businesses you know that fit into this category. It’s interesting to notice how many of these very successful business ventures are complimented, driven and inspired by the passion, creativity and innovation of the owners.

The passion itself inspires creative thinking. It can’t be helped. It just happens. It’s not work anymore; it’s more like a life force, a happening or a journey. The flow of energy to a business seems to become greater when passion and enthusiasm is the driving force.

Your customers will feel the excitement you feel for your business. If you can generate excitement in your customers you will surely increase the chances that they will buy from you - if you ask them!

To the uninitiated networking could mean linking computers together or even something to do with fishing. In reality, what I am going to talk about is the meeting people kind of networking. For many small business owners this is the most important way to get connected, create strategic alliances, develop relationships and even gain new clients.

So what’s involved?

There are many opportunities for networking. For example, Chamber of Commerce mixers (events hosted by different businesses throughout the region and sponsored and promoted by the Chamber). These events are usually held monthly and provide an opportunity for business people to “network”

Bring along plenty of your business cards and be prepared to stand and talk for a couple of hours. The objective is to strengthen relationships, meet new people and through conversation, find people interested in your offering. To be effective with this have your business cards ready. Don’t be fumbling through pockets. Keep a hand free for introductions. Be ready and willing to introduce colleagues to new acquaintances.

Consider some before hand preparation. Be knowledgeable about your offering. Have a short description memorized along with a few of the benefits. Always wear a name badge! At most events name badges are provided with adhesive on the back and are hand written. This is okay, but the preferred method is to use your business card in a plastic holder or even better have an engraved nameplate made. The latter is quite inexpensive and really adds credibility to your presentation.

After the initial introduction make a point of remembering the person’s name and be a good listener. Often people are in such a rush to tell their story that they forget to listen and miss many opportunities or spend time talking to someone who is not interested in their offering at all.

There is usually finger food served at “mixers” and that first impression can be forever shattered by a piece of broccoli stuck in your teeth or honey mustard dip on your tie. I usually try to get the food part out of the way and then start to mingle. With a room full of people it’s not always a possibility. It is not likely that you will meet everyone in the room; however, try not to linger through long conversations. Remember, the objective is to “mix” or “network”.

When the evening is over and you have a handful of business cards what do you do next? Follow-up is the next step, either by telephone or letter, depending on the nature of your initial conversation. I usually make notes on the back of each business card regarding when to call or any special information.

About two years ago I had the pleasure of meeting Patricia Nichol, author of “Power of Positive Linking”, in which she describes many effective survival tactics for networking. In many cases the idea is to get an appointment to meet and present your offering. In short, ask for the business!

Often I think people expect to come away from these events only with potential customer’s cards when in fact it is also a great opportunity to create wonderful strategic alliances and contacts with individuals who may be helpful to you with your offering. Some of the people you make contact with may indirectly lead you to more business. Always keep these doors open; you never know who may come through them.

Could you pass the honey garlic dip? Oops, watch your sleeve!

See you at the next mixer!

Networking is one of the best ways to get yourself and your products or services known in your community. Even with the wonders of e-commerce, shaking someone’s hand and looking them in the eye works. As the saying goes, “business works when you network.”

That’s why the Chamber hosts a monthly mixer where people hobnob and mingle. There are often evening events at local businesses which can be good networking opportunities.

Here are some tips on how to maximize the time you spend at a mixer:

• Bring along plenty of business cards and have them ready to hand out, but keep a hand free for shaking someone else’s.
• Be willing to introduce colleagues to new acquaintances.
• Be knowledgeable about your offering, so prepare a short spiel about your business.
• Know the benefits of your business offering.
• Always wear a name badge! Have one done professionally with your name and company readable from a few feet away.
• Remember the name of the person you’ve just met; be a good listener.
• Keep your conversations short so you continue to meet new people.
• Note info on the back of others’ business cards that can help you market after the event. The goal: get an appointment to present your offering.
• Create opportunities for strategic alliances.

Finally, while you’re moving from person to person, make sure no finger food residue graces your teeth, tie, or blouse. Your new acquaintances will only remember the piece of broccoli, not you.

In short, ask for the business!

Marketing in a small business is possibly the most misunderstood, poorly planned and under budgeted aspect of the small business planning effort.

Marketing is not just advertising it includes advertising. The words “sales and marketing” are often used together, however marketing strategies need to be developed and in place first in order to compliment the sales effort.

Give serious consideration to what business you are really in. It is not always the obvious. This is one of the first processes, which will help you to “position” your business.

Positioning your business is really a matter of first doing a market assessment and then deciding where you want your business to fit in the marketplace. It means providing your target market with an offering (product or service) they may be likely to buy. Some fine-tuning may be necessary once the program is underway.

Consider these possibilities. How would you like your business to fit into the marketplace? It may be more profitable to position your business at the high end of the market than to be competing with the low-end, low-margin, high-volume companies.

What does your business look like? Your stationery design, the packaging of the offering, signage and advertising approach may need to be redesigned to fit your new target market.

Marketing is:

• Getting the attention of the market you want to sell to
• Generating an interest in your offering
• Being accessible when and where the market is ready to buy
• Making the sale
• Monitoring the competition
• Following market trends
• Follow-up and tracking your customers to encourage repeat business

Remember the objective is to sell something. This means it is necessary to ask for the business. Something I have noticed often with small business is a reluctance to ask for the business. If you don’t ask, you don’t get.

Decide what you are going to offer your market and attach pricing to the offering. Be confident, passionate and proud to present your offering. Don’t be shy about it. Yes, sometimes it’s necessary to be flexible but you have to start somewhere.

As business owners we are managers of impressions. The impressions we give to our market, our suppliers and even our competition are critical to our success. Creating not only a good impression, but also an impression that fits with our overall marketing effort can be challenging.

Carefully review all the things people will see, hear, feel, smell and taste about your business. Get help from friends, relatives or a professional. Above all, you need honest, objective and constructive suggestions.

You don’t need to act on all of them, but the feedback will be very helpful and may surprise you. In many cases a marketing professional will save you time and money.

In order to improve sales, it is necessary to make marketing a priority and ask for the business.

I’m in the middle of a long distance call with a potential client and he seems impressed. I’ve dazzled him with all my experience and know-how, and he’s ready to suggest that I put a proposal together when things start to crumble.

Oh No! A courier! A courier coming to my door. Quick, think fast. What to do? Yikes – too late, they spotted him. Who?

I’m referring to my two puppies (a male and a female Doberman, ages 2½ and 2 years respectively). Well the chorus of raising the alarm starts (over one hundred decibels I’m sure). I’m still on the phone, talking faster and trying to reach the door at the same time. Then, of course, how to restrain two large dogs, answer the door, and sign for the parcel. I better end this call now and suggest that I call back later.

Most business courses talk about self-discipline and goal setting when starting out in business, particularly a home-operated business. Very little, in my experience, has been said about distractions. Trying to run your home business amidst a melee of howling dogs, crying babies and the newest teenager in the family with a boom box can be challenging, to say the least.

The fax machine is cranking out specials for office products, carpet cleaning and romantic getaway weekends. But, I have a report to write and a proposal that is due tomorrow.

I’ve talked to other home business people and I hear horror stories about when the kids come home from school. The music is loud, the TV is on and the refrigerator door is being slammed. And of course there are sibling rivalries, usually three feet from the computer.

The dogs seem a little slow to catch on about bothering me during working time, but I’m just as bad because I would rather take them for a walk in the woods, than do paper work anyway. Kids, friends and relatives on the other hand can be trained.

“This is my job. It’s my work. It’s how we earn money to live. Be patient for an hour after school. Find something quiet to do.” Of course this is your own business; you may have the option of stopping your work when the kids come home, be with them and finish the paper work later in the evening.

Here are some of the solutions I have come up with over the years. They may not work for everyone, but it may get you thinking.

First, find a place to set up your business that is convenient for all the things you need. Organize the space in a way that makes working enjoyable. I suggest your space be away from the distractions of the television and the kitchen. It’s good to have a door that closes. Have set hours of work, if possible, so that everyone gets to know when it’s work time for you. Be brief on the phone when friends call during your work time. They’ll clue in eventually.

When telemarketers and unsolicited faxes are received tell them to remove your name from their list. At least you will not get repeats.

Talk to the Phone Company about some of the services they offer. They can provide some effective tools for managing your telephone calls. A cordless phone makes multi-tasking a little easier.

So, trying to reduce the stress of doing what you always wanted to do can be a challenge at times but the rewards can be satisfying too.

Oh, yes, my long distance client turned out to be owned by a Beagle. The proposal is in the works.

Cabin fever is common with the home businessperson. It’s really easy to become isolated when your office is in your home. Many home businesses don’t require a lot of personal contact and with faxes and emails you could go for weeks without seeing another human being outside your immediate family.

Isolation means no one to bounce ideas off. It means no interaction and most of all a real difficulty in maintaining an objective view regarding your business.

There are some ways to combat cabin fever in the home business. The obvious would be to get out of the house occasionally. Join business groups like the Chamber of Commerce (they have monthly “mixers” which are a great opportunity to meet people).

In many areas there are home business clubs specifically designed to support the home businessperson. Talk to your Chamber office for more information.

Another way to help against isolation and a very useful tool for developing a successful business is to get a mentor. Mentoring has become a buzzword in recent times and there are programs, courses and even businesses offering mentoring products.

What is a Mentor? A mentor is someone who will provide you with inspiration, guidance and take time to talk through business issues with you. The ideal mentor is someone who has achieved personal and financial success. They will have a willingness to help, to take you under their wing.

To choose a mentor, think of some of the most success people you know and make a list. Next make contact. They don’t even have to be in the same city, although it is probably a little easier if they are. Just by asking many will be willing to help. You may be amazed at the response. Remember this is an ongoing relationship that may last for years. You have to make the first move. You have to ask.

Now that you have a mentor to talk things over with and discuss new ideas, you need to make the most of your time with them. Don’t waste your time or theirs. Go to your meetings prepared. Make a list of topics or questions as the week progresses. Arrange regular times to meet with your mentor. This will also create some dynamics. It will force you to take action and to have answers, solutions and to ask questions.

Your mentor is not there to tell you what to do, but rather to ask you what you are doing and why. By responding to their questions the answers will appear.

I always thought bundling had something to do with staying warm. Boy, was I wrong!

Bundling has become a popular way for companies to group products and services. By offering their products collectively they can create a value-added strategic advantage over their competition and provide more potential for sales.

This is not new; companies have been bundling products for years. It has only been recently that the term “bundling” has become a buzzword. I think that as competition increases there is a need to develop a competitive advantage, some way of making the company and it’s offering distinct. There is a need to be outstanding. There is a "Demand" in your marketplace to be outstanding. Anything less could spell failure.

If we consider the possibilities for bundling in our home-based businesses the opportunities are almost endless. Small businesses have some real advantages because they are so much more flexible. The idea may be to group several things as a kit, program or package. It may be grouping several small companies in a strategic alliance, thus increasing the value to the customer.

Just as many innovative large companies are building creative teams and encouraging flexibility, we can learn from them about bundling and strategic alliances. The homepreneur tends to work in a vacuum and often does not consider the possibilities of teaming up with another small business.

What could you do to bundle some part of your offering? Who might be receptive to the idea of a strategic alliance? Think about other businesses whose offering might enhance yours. Do some brainstorming, get creative, these alliances may not be the most obvious ones and the most obvious ones may not necessarily be the best.

Creative solutions, bundling and strategic alliances can make a significant difference as to how your business is perceived in the marketplace. The packaging of products and services in a new way can inspire new value added offerings. All of a sudden, the lights come on. That picture you’ve been staring at makes sense now.

My inspiration to write this article came from a recent ad in which three fast food franchises advertised collectively and now all three are available at one location. They want to offer convenience and value added products. If they can do this and reduce operating and promotion costs then it makes good business sense. Get ready to see more of this in the future as businesses try to offer more and get the competitive edge.

There is another reason I thought this article was a good idea. Most small business owners I have met are a determined often-tenacious single-minded group; not always receptive to the idea of sharing their dream with anyone else let alone another business. What has made them so good at developing a successful business so far may be an obstacle for the future.

I think we also need to consider how we are going to be doing business in the new millennium. Remain flexible, be ready for anything, step outside the box and provide the very best offering possible.

“But we’ve always done it that way” just doesn’t work anymore! Try thinking…How can we make it better? What products can we bundle? Who can we develop alliances with?

The one thing that will remain constant for business entering the new millennium is change. Creative thinking and flexibility will help make those dreams a reality.

Try not to get in your own way!

If you are in business, you probably already have a business card. If you are just getting started, there are many options.

Quite simply, a business card communicates to everyone out there, who you are, what your company name and possibly the kind of business in which you are involved. It may also include your address, telephone number, fax number, pager number, cellular phone number and even your email and website addresses. The type on business cards is getting smaller and smaller in order to accommodate all this information, some of which may not be necessary.

A business card is an effective way of presenting your business to a large number of people. It is important to consider the various elements to be included and to ensure that the finished product is well thought-out, well-designed and printed. Your business card is a reflection, an extension of you and your business.

Manage the impressions carefully.

There are a number of things that have an affect on the overall impression -- things like the colour of ink; the colour and texture of the paper; glossy, smooth or linen finish all create different impressions. Even the thickness of the paper sends a message to your potential client.

A business card printed on thick card gives a feeling of strength and stability. The colours of ink and the colour of the paper are also important factors. Consider the market area you are entering before deciding on the look and feel of your cards. The typeface, the layout and your business logo, are also significant factors in how well you will be able to communicate in your market.

What to say on your cards is often a dilemma. Your name with an optional title -- if it feels right, or adds to the message, use a title, otherwise don’t. People new in business are often overwhelmed by the desire to put “President” under their name. Oh well, whatever?

A phrase describing your products or services on your card can take out a lot of the mystery about your company. Take a closer look at other business cards. Study them. Pick out the ones that best communicate the kind of message you are looking for. Select your personal favourites. This exercise will help you to get closer to the card that is right for you.

Some other considerations are whether the card should be read vertically or the more traditional horizontal format. There is no rule here. Some logos and business images work best on a vertical card; however, keep in mind there are some limiting factors. Vertical cards may not read as well in card files; on notice boards and in business-size ads they may require a different layout at additional cost to you.

Other variations include the folded card, which can be tempting, useful and appropriate. The folded card will stand up, providing an interesting display. However, the folded business card is more expensive to produce -- it takes up significantly more space in your purse, wallet or briefcase. When the folded card is placed in a card file or index, the folded portion is often removed, for ease of handling and if your logo is on the folded flap, there goes your business image!

Printing features, benefits, products and/or services on the back of a business card can extend its usefulness tremendously. Using the back of the card to increase your business can also be effective where referrals are significant. There are an infinite number of choices, even other languages and useful information which may be appropriate and innovative.

As well as exploring the many free ways to display your cards at various locations, there are also companies specializing in business card promotions. One of these companies is MarketSource who can be reached at 391-9534. They have business card kiosks at the ferry terminals, food stores and other locations around the city.

Select the look and feel for the impression you want to create. Decide what the necessary information will be. Don’t print your cell phone number unless you are prepared to have it ringing all the time. This can get expensive and may not be the best use of the phone or your time.

Before printing, check the proofs carefully. Sometimes the obvious gets overlooked. Print enough cards to get a good price break, but not a ten-year supply. What if you move, change offices or your email address changes. What if you get promoted from “President”?

I once had someone write their name and address on a piece of paper because they said that their business cards were too expensive to handout. Your business card is possibly one of the least expensive ways to market your business.

Always have a supply of cards with you. You never know when an opportunity will present itself. I always have cards with me, even when walking the dog. Be generous with your cards. Leave an extra card to be passed on to someone else.

And last, but not least, present your card with pride and enthusiasm.

So you’re a home-based business; a homepreneur; a basement operation or just working from home. You’ve joined the growing trend of thousands who venture into business (more specifically) home-based business each year.

This is my first article about the challenges facing home-based business today. I will try to cover in subsequent articles, as many of the significant issues that I have encountered having setup three home-based businesses, in three locations since 1984.

Many things have changed since 1984, other than the price of real estate. Possibly one of the most significant is attitude. In 1984 working in a business setup in your home wasn’t considered professional. In order to grow, to build your business, it was necessary to work with the grownups in commercial office space.

Then everything changed. The fax machine and the personal computer started the trend we are experiencing today. Although the fax machine is still used daily by many businesses, including my own, the Internet and email are fast becoming the preferred method of communications with business of any size, anywhere.

The attitude has changed. Professionals of all shapes and sizes are gaining worldwide recognition working from home. Doing business in far off parts of the world is a reality. The stigma, the barrier, the attitude, all has changed and the home-based business has come out on top.

With unique skill sets we venture into business. What about the special marketing efforts working from home requires? How are you going to attract customers?

Have you considered distractions? What distractions? Well, like the dog barking at the mailman while you are talking to a prospective client on the telephone. Kids who don’t quite understand the concept, and barge in on a meeting can make even the most patient among us think of office space of the commercial variety.

Most of us who start home-based businesses don’t have accounting backgrounds. So what about it? I have some extra shoeboxes you can borrow until you figure out some sort of system. Filing and paperwork-YUK! I didn’t go into business to be a number cruncher or a file clerk.

Invoices, invoices, don’t you just love invoices? Well, it’s the best kind of paperwork, in my opinion. Keeping track of stuff, and being able to find stuff, is a major thing in small business. Some of us do it better than others.

Ergonomics, sounds like something you have to study for. Well, for those just beginning the adventure it has a lot to do with being comfortable in your work environment.

Doing the same thing for long periods of time, such as sitting at your computer, can be very tiring and cause strain and pain if the keyboard is too high or too low. So get comfy, be healthier and more efficient. There are lots of things to consider in this area.

The Internet, the mysterious Internet, what is this thing that everyone talks about, with connections to everyone, everywhere? How do I get connected, do I need to be connected, will the Internet benefit my business, will it help me sell more products or services? These are many of the typical questions being asked today by small business owners.

They are all very reasonable questions, and the answers are as unique as your business. Understanding the basics of the technology and what it may be able to provide for you, is the first step. There are many Internet providers ready to help you become informed.

Coming from an advertising background one of our favourite expressions is “location, location, location” as it relates to a business. Well, in most cases your home-based business can be where your home is.

There are exceptions where bylaws may not allow certain types of business in your area. This is, of course, another thing to consider when setting up your business. Talk to your local Municipal Office, or City Hall. Is registration required? What restrictions might apply?

Have you thought about insurance? What if someone steals your equipment? Will your homeowner’s policy cover it? What if one of your clients is injured on your premises? And now that you are working for yourself, there is medical, dental and disability insurance to think about.

I hope I have provided some food for thought, and that you will watch for more articles in this space detailing some of the questions and maybe even providing some creative solutions to the everyday concerns of your home-based business.

You’ve sharpened all your pencils – now what?

Now that you have organized, furnished and registered your new home-based enterprise, it’s time to start thinking about how you’re going to get business. Hopefully you did a business plan and part of it addressed the marketing of your new business.

But have you considered the many marketing strategies and challenges facing small business, and more specifically your home-based business, in today’s market?

Let’s take a closer look.

How are your potential clients, your market, going to know you exist, let alone know that you’re open for business?

First on the list is what your business is going to look like - the face of your business. Your business identity creates an impression. It’s an extension of your personality. Dynamic, easy- going, successful, creative, expensive, international, conservative - all can be accomplished with design and consideration of shape, typestyle and colour.

The logo, the business card, the look and feel of your business is the management of impressions. How your business appears to your potential clients and even your competition is very important.

You want to attract new business and be a serious player, competitive, appropriate and above all professional. The pride you have in your new business will show. Make every impression a good one.

Selling the products and services of a business you are proud of is always easier and ultimately more effective.

A graphic designer can help you to create your new business identity. Find out if the designer has done this type of work for others and look at samples. Get a quote. Check out The Society of Graphic Designers of Canada.

Once this critical phase of the creation of your new business is complete, it’s time to start thinking about how and where to apply the images. The designer will layout your stationery (business cards, letterhead and envelopes).

Next to consider, is a brochure outlining the features and benefits of doing business with you and your company. (A marketing person will be helpful here).

Ok, now you can meet people, hand out business cards; follow up with letters and brochures. What else is there? Lots. Since you’re running your business from home, exterior signage may be a problem. In most cases signage isn’t allowed in residential areas. An alternative is to apply your new business identity clearly and tastefully to your vehicle.

A sign shop can provide the necessary service. Most of the sign shops use vinyl lettering, which can be easily removed when you change vehicles. On the vehicle, place the new logo, specialties and telephone number. Just a word of caution though – better be a courteous driver!

Another way of attracting attention and creating interest in your business is with a press release. Writers/business communicators are very helpful with this and when you get to know one, they can help with the newsletter you may want to create later on, to help you stay in touch with your clients.

Advertising is expensive! We all know it is don’t we?

If it is so expensive, why do so many businesses spend so much of their marketing dollars on it? It’s only expensive if it doesn’t work. Target your advertising specifically to your market and monitor its effectiveness frequently.

When you run ads for your business, look at the competition. If they are consistently running ads, it is probably an effective way to generate new business. Also be patient. It takes time to build credibility, a track record and familiarity within your market.

The Yellow Pages is another way of marketing your business. Again, check out the competition. The number of players and the size of their ads will provide some indication of effectiveness. For some businesses the Yellow Pages is a must, and for others it’s a matter of evaluation.

So, what else can you do to get your business name and identity out there?

There are hundreds of options. It is a matter of budget, return on investment and appropriateness. You might consider sponsoring a ball team, rowing team or other community event if it seems right and appears to add credibility to your business.

Flyers and coupons can be excellent for developing new business. Make sure you can measure the results.

Consider joining business organizations such as the Chamber of Commerce, the Better Business Bureau, a home-based business-networking club, leads clubs (these clubs meet regularly to exchange useful business leads).

Professional memberships in specific associations can be very helpful in adding credibility, as well as providing an excellent opportunity to get to know people doing similar things (often they are your competition – you need to know them). Develop some strategic alliances (people you can call upon to help when you need it). Develop a referral network.

Now, the part I like. Brainstorming. (Focus - creative ideas to help market your business). Do it often. Use your friends and relatives for this activity. Sit around a table with a bowl in the middle and lots of small pieces of paper. Provide a set of objectives or challenges, and then let it go!

Set a time and target of number of ideas to keep the momentum up. Do not be critical of any ideas, no matter how silly or inappropriate they may seem. Stealing ideas and adding to them is OK. Get as many ideas into the bowl as possible. Evaluate and categorize the ideas later. You will be surprised at the results and possibilities.

I have touched on some of the many opportunities available to market your new home-based business. In future articles I will discuss the subject in more detail.

What can you do with your business that no one else is doing? What markets are your competitors overlooking? Brainstorming! Be imaginative, innovative and above all be passionate about what you do with your business - it will make a good business great!