They say time flies when you're having fun.

Some folks also say time speeds up as you get older.

I think I'll take the former, and chalk this one up to "better late than never."

The past several weeks have been extremely busy and have disappeared in a flash, but it has been a lot of fun.

I've set up some new package deals for clients who need help with their online marketing, and reorganized my website needs survey to make it easier and faster for business owners to get an effective online presence.

And, as many of you know, I got my computer back, revved up and better than ever. Thanks Eric!

Meanwhile, the ideas have been flowing and the pace finally is picking up. I'm very excited about a couple of new projects in the works.

One is a new thank you for all of you, so look forward to a new download in the next issue.

I'd like to know your plans. Is anyone chasing a new dream this year? Finally about to achieve an old dream?

This newsletter has two purposes.

One is to bring useful business information to my clients and friends. The other is to keep in touch with and learn about you.

So email me, call me; let me know what's on your mind.

Until next time,
Vanessa

Get help with your marketing!
Visit Vanessa's Desk today and ask for a special deal only for newsletter subscribers!

Business Spotlight

Find all the remedies you need support your pet's diet while maintaining the balance that helps protect it from disease - Visit today!

Would you like to be featured in the business spotlight? Contact me today about reserving your spot.

February, 2009    

Plans Instead Of Reactions

The characters above represent the phrase knowledge is power.

In December we talked about deciding where you want your business to go, and making a plan to get there. It's important to know what you value, what has meaning for you.

By now I'm sure we've all had plenty of time to evaluate what works and what doesn't - even if we don't always know why.

We looked briefly at the four areas of marketing, growth, finances and operations. This month let's start with:

Marketing

One thing that many small and home based businesses neglect is a written marketing plan. It's not as complicated as you may think, so get a pen and paper and answer these 5 questions:

1. What do you want to accomplish? Every plan starts with an objective. But you need two things to make sure you have a goal and not just a wish: a time frame and measurable details.
   For example, don't just say I want to increase sales this spring; instead write "By May 15th I will increase sales by 25%."
   
   
2. Who is your ideal customer? Lots of business owners are so confident and excited about their products and services that they believe everyone will want it. But the reality is that no business can or should serve everyone, and if you try you will dilute or dissipate your effectiveness.
   Be specific. It's not enough to just say "men" or "teens" or "moms". You need to know and list who and where your customers are, what they like and don't like, what they believe, what they need, what they want, who they trust, and where they get their information.
   
   
3. What's different and special about your business? For many business owners, this is the most difficult question to answer, but it's also the most essential. To answer this you not only have to know your own business, but your competition as well.
   Ask yourself what combination of benefits your customers get from you that they can't get from anyone else. A close examination of that will eventually lead you to your USP (unique selling proposition).
   
   
4. How will you expose yourself? There are dozens of off- and online methods for getting the word out about your business. Some involve plenty of personal contact; others are more wide reaching. You have to keep in mind that not every method is effective for every type of business and it's target audience.
   You can spend thousands or very little. Generally, investing more time means spending less money, and spending more money means you have to put in less time.
   
   
5. What's your schedule? None of this information will do any good if you don't put it to use. It's not enough to simply join a few networks, place some ads or attend scattered meetings. You must have a strategy: a time set aside to implement each method you've chosen, and a specific reason for doing each thing on your list.

You may be surprised to discover that you've never considered some of these items. Doing so now will make your business much stronger.

This list is for your eyes and your information, so there's no need to worry about style or formatting. This doesn't need to be a long fancy document; a couple of handwritten pages will do.

And if you ever need it, you'll have already crafted the basics for a more formal marketing plan. Happy planning.

This column focuses on easily confused words and common language mistakes.

Incite means to urge on or stir up - usually trouble.
Insight is intuitive understanding, seeing into a situation.

Too much bad news can incite groups to take dangerous actions.
She has particular insight about the customers' feelings.

Your turn readers. What word foul-up drives you to distraction?