If everyone who might possibly use your services or buy your merchandise was aware of you and what you have to offer, your revenues would increase. But, a whole lot of people who might love you don’t even know you exist.

Unfortunately, “same old, same old” ads in the local news won’t get their attention. But if you do something unusual, you’ll turn into news, and becoming news will give your exposure a giant boost.

What does that have to do with Halloween?

One thing you can do that will get you noticed AND create goodwill in the community is hold a pumpkin give-away.

We did that one year when I had a real estate agency, and we got both a story and a photo in the local news – two weeks in a row. On top of that, we attracted the favorable attention of dozens of people who had only been marginally aware that we existed.

I forget the monetary cost, but it was far less than the price of two newspaper stories!

We contracted with a pumpkin grower to deliver two bins of small pumpkins – you know, the big cardboard bins that sit in the grocery store filled with pumpkins, melons, or corn.

Then we offered one free pumpkin per child. All they had to do was come to our office to get them – accompanied by a parent.

Another time I purchased a few hundred American Flags on sticks (that held our business cards) and we handed them out in the parking lot at the post office a couple of days before the 4th of July. That was a LOT of fun.

Both of those events got people talking about us and our agency for days.

Why talk about Halloween right now? Because if you want to try it, you need to get those pumpkins ordered!

It’s finished now, and you can read all about it at www.promotemyrealestatecareer.com.

In it, you’ll find 107 ways to promote your career, and all but about a dozen of those ways are either completely free or cost only the gasoline to get you out and about.

If you have a different kind of business, I also have an e-book for you. In it you’ll find a plan to keep people coming back to your physical store, or to keep ordering your party plan merchandise or “door-to-door” products such as Avon.

Read more about How to Market a Local Business.

The truth is, you can do a great deal to help yourself by spending your time and using your imagination.

Yes, you need a good website, and yes, your website needs good copy. You also need business cards. But beyond that, a whole lot of what you could get talked into will be a waste of dollars.

The catch is, you do have to spend the time.

Just as there’s no magic pill to give you good health, there’s no magic pill to make your business take off.

But burning bridges in business is not romantic, and certainly doesn’t have a beautiful melody.

Perry Marshall’s message this morning was about a woman who “lurked” around his site for 3 years before finally jumping in to invest in his courses and materials. When she finally did, it was to the tune of about $8,000.

Had he brushed her off somewhere along the way, he would have burned the bridge between them, and she would have spent her money somewhere else.

But he didn’t do that. He kept her on the list, gave her full access to all the free advice he hands out,

Are you dropping people from your list because they don’t take action quickly?

Are you assuming that if they’re not interested now, they won’t be interested next week – or next year? Obviously, that’s a mistake, and a silly one. If you’re communicating via email, it costs you nothing to keep that prospect on your list.

What if you WANT to burn the bridge?

What about customers, clients, and prospects who are too demanding, ask you to commit illegal acts, or are simply unpleasant people? You actually want to burn your bridges with them. They’re not only time and energy thieves, they can be downright dangerous to you.

BUT… unless you do it carefully, that burning bridge can spread and engulf a whole lot of bridges that you’d rather stayed intact.

You have to choose your words carefully, so that when your message is forwarded to friends, pasted into a blog, or otherwise distributed to the world, you won’t need to go hide under a rock.

As much as you want to yell and tell the person that they’re an inconsiderate idiot, or a common crook, or an unpleasant, nasty human being, don’t do it.

Blame something about yourself for “breaking up” with this particular person.

Being a business person has it’s freedoms – but also its restraints. You need to keep close watch on your words and actions at all times, and never give the gossips a thing to talk about.

Stock image courtesy of Dreamstine

And what, you say, does THAT have to do with your email signature?

Business people across the U.S. – and perhaps the world – use an email signature that gives their name, their business name, and sometimes their phone number and contact information for Twitter, Facebook, LinkedIn, and other social media sites.

It might even contain a short tag line to promote their business.

What you hardly ever see in an email signature is the name of the town.

And I believe that for any business that serves a local market, the town should be there.

Now you might say that anyone who lives in that town will recognize where you are by the area code on your phone number. And that’s true. For them, your entire address would be beneficial.

Why do you include your business signature anyway?

Your clients already know who you are and what you do, so it must be to remind your friends about what you do, and to hope that they’ll remember to refer their friends to you. Right?

Your email signature can be a silent salesman, sending those referrals and promoting you across your town and across the world.

In case you hadn’t noticed – some email gets forwarded so fast that a message from you could go around the world and come back to your next door neighbor within a matter of minutes. In other words, they turn “viral.”

And, along the way, it just might land in the hands of someone who is thinking of moving to your town. Someone who might want and need your services when they get there – whether you’re a real estate salesman, a day care center, or a dog groomer!

Meanwhile, that message could also be circulating around your town – where it can make friends of friends of friends aware of y0ur services – and your location.

What email gets forwarded?

You know the answer to that because it’s in your in-box:  jokes, political messages, photos, poems, and sometimes touching stories. (Oh, and gossip, but I hope you aren’t going there.)

But there’s one more category – if you’ve been helpful in answering someone’s question, that could make the rounds as well. It won’t travel as fast, but where it does go could be valuable to you.

You do need to be careful. Only forward jokes that are tasteful – ones you wouldn’t mind sending to your boss, your  Mom, your spouse, or your kids.

And as for politics – unless you want to do business ONLY with like minded people, remove your signature completely before you forward that kind of information. People are especially touchy right now and could decide to shun you for your political stance.

Remember that what your forward tells something about you – so make sure it says what you want people to hear.

You don’t want someone saying “He thinks that’s funny??? Ewww!”

Is my address in my signature? No – because my address doesn’t matter. I serve clients across the U.S. and in a couple of other countries, and they don’t care where I am, as long as I can write what they need.

Of course, that wasn’t true. And it wasn’t a secret. The great teachers have been giving us this message for a very long time. Different teachers used different words, but the message has always been the same: “You get what you think about most often and with the most emotion.”

Unfortunately, the producers of “The Secret” gave many people the impression that it was some kind of voo-doo that would allow people to sit on the couch, visualize what they wanted, and it would appear. Of course that earned both the book and the movie a host of detractors.

It would have been more useful if they had just explained that the Law of Attraction always works, but part of the magic is that using it correctly causes people to take the necessary actions that lead to success.

The reason people think it doesn’t work is that they use it backwards.

They think they’re using it correctly, but in fact are focusing their thoughts and emotions on what they don’t want rather than what they do want.

If you’re a small business person who is thinking about not having customers and wishing you had them, you’re thinking about not having customers.  So you get more “not have” instead of more customers.

If you’re a real estate agent who is wishing for a good offer on a home, but thinking about wasting your time and gasoline taking buyers all over town, and not getting an offer, guess what? You’re thinking about wasting time, spending money, and not getting an offer. As a result, every action you take and every word you speak will lead you to not getting that offer.

Instead of falling into that negative trap, put your thoughts on the outcome you want: The new customer, the successful closing, the money in your bank account. Then spend a little time thinking about how you’ll feel when that happens.

The magic of the Secret and the Law of Attraction happens because like attracts like. If you’re thinking positively and thinking about success, the things you do and the words you speak will attract other people who think positively. You’ll be drawn toward people and activities that can further that success. And you‘ll be ready to jump into opportunities that you wouldn’t even see if your thoughts were focused on failure.

But look out. If you’re thinking about failure, you’ll draw in more people who think about failure. And the only good that will do is to give you someone cry with.

Tell your story the way you want it to be. Ignore what is, if it isn’t what you want, and talk to yourself about success. Take every small step forward and treat it like a major accomplishment. Congratulate yourself, tell your friends about it, and celebrate it.

When you’re focused on that success, you’ll carry out more actions that will allow it to happen again and again.

The Law of Attraction is one of the most powerful forces on earth. So respect it, and use it to your benefit.

It’s the short and sweet explanation of what you do for a living that you give when someone asks. And… it is your carefully thought out self-promotion. It’s called an elevator speech because it should be short enough to say between floors if you’re talking with someone on an elevator.

I’d heard of an elevator speech, but hadn’t thought much about it until I started trying to give sensible answers to people about “what I was doing these days.” Everyone in town knew me as a real estate broker, and even after several years, some people don’t know that I don’t do that any more.

If they have no need to buy and sell real estate, why would they know that I’m not there?

I’m not expecting to get copywriting business from the people I meet in the grocery store, but you never know. So it’s a good idea if I can convey what I do without causing any confusion. When you say copywriter, most people think of copy rights, not of writing.

You probably have a less confusing career description. For instance, you may be a real estate sales person. Even so, when someone asks what you do, it’s not enough to just say “I sell real estate.” Instead, you need to convey the benefit of doing business with you.

For instance, you could say “I help first time buyers find homes they can afford and be comfortable in.” Or, in today’s real estate market, you could say “I’m a real estate agent, specializing in getting short sales closed.”

In other words, leave the other person with the knowledge that you help someone achieve their goals – not just that you make a living selling something.

What if you have some other career? You might be a hairdresser, or a mechanic, or the owner of a small business that sells local handicrafts.

Whatever you do, it benefits someone. A hairdresser could say “I make people more beautiful by giving them perfect haircuts.” A mechanic could say “I keep people’s cars running in tip-top shape and save them from expensive break-downs.” The owner of that store could say “I help local crafters present their wares to the buying public at my shop on Main Street.”

So stop and think about what you do, and who benefits because you do it. Then work on putting that into no more than 3 sentences. Once you know what you should say the next time you’re asked, write it down and look at it every day. Memorize it. Say it out loud until it comes naturally.

Oh, and be sure to keep a few business cards in your pocket. That person who asked just might be interested in doing business with you, and you don’t want to scramble around looking for a paper and pen. There isn’t time for that between floors on the elevator.

When that something also gives them good information or entertainment, it’s that much better.

For one thing, you can take your cup of coffee and go sit on the deck to relax and read a newsletter. A computer screen doesn’t offer that opportunity for comfort. And if you’ve included good information, your newsletter will hang around to be passed to friends or family. That means they’ll see it and think of you a few more times before it hits the round file.

However… if you’re trying to promote your business on a non-existent budget, sending your newsletter via e-mail is better than not sending it at all.

Why should you use a newsletter?

Because it is a non-threatening, soft sell method of reminding people that you’re there and that you offer something that they might want or need soon. It helps you maintain “top of mind awareness” with people who might otherwise be lost to a competitor.

What do you put in a newsletter?

It depends upon your business, of course, but here’s a starter list:

• Something personal, but not too personal! News about a class reunion you’ll attend soon or a child going off to college, or that new puppy. Just a little something to remind people about “who you really are.”
• News about your industry. If it’s real estate, give a market update. If you’re a hairdresser tell about a new development in hair care products. If you sell cars, give a sneak preview of features to expect on next year’s models. Just make it something that your readers didn’t already get on the evening news.
• News about a non-profit that you support – perhaps an event coming up or a success story.
• A few good quotes that reflect your own attitude.
• A puzzle – you can get software that lets you build crossword puzzles based on words used in your profession
• Your own thoughts about life. I used to sometimes write a column such as “20 things I love about Autumn” or “The best thing about January.”
• Seasonal tips – like reminders of things to include in your tax deductions or fun things to do on the 4th of July.

Who should receive your newsletter?

Send your news to past customers, present customers, and your sphere of influence. Then, if you serve a particular geographic area, you can expand your list and use it as a prospecting tool.

When you’re just starting out and your list is small, leave room to write a personal note on newsletters you’re sending in the postal mail. It doesn’t have to be long, just something that shows you were thinking of them specifically.

While your sales message should take up only a small part of your newsletter, this is also a good place to include notice of a special sale or a coupon. If you can make it exclusive to your readers, all the better – because it will make them feel special.

What is that #1 rule?

“It’s not about you.”

Many marketers think that their message should be about themselves and all the wonderful products they sell or the wonderful service they give. But it isn’t.

An effective marketing message is about your potential customers and clients – and what they want and need. The truth is, they aren’t the least bit interested in you or the products and services you offer. They care only about “What’s in it for me?”

When you’re selling real estate, no one cares if you’ve got a beautiful office. The office is no benefit to them. No one even cares if you have 13 different designations – unless you show them how those designations are going to help them buy or sell a home faster, easier, and in a way that’s financially beneficial to them. No one cares if you’ve been named Realtor of the Year or attended the NAR Convention.

None of that matters. What matters to your potential customers and clients is their problem – whether it’s getting their home sold quickly for a good price or finding the home of their dreams for a price they can afford.

When you’re selling a product no one cares about the research that went into producing it or how large the manufacturing plant is. Right now they might care to know what country that product is manufactured in – but the real bottom line is this: What will it do for me?

They want to know how that product will make their lives better in some way.

• Will it save them time?
• Will it help them do a better job of something?
• Will it make them more beautiful or handsome or healthy?
• Will it relieve a physical pain or a mental anxiety?
• Will it make them lose or gain weight or grow hair on a bald head?
• Will it make them more intelligent or give them more prestige with their peers?
• Will it help them “Get the girl?”

So how can you write about what you’re going to do without talking about you?

You can’t, not entirely, but you can begin every marketing piece with a focus on the customer, so that you gain their attention long enough to show them how you’re going to solve their problem.

Although you will probably need to edit and re-arrange later, start by writing the word “you” or “your” at the top of the page. From there begin writing a sentence that goes straight to their problem. Then just keep writing. Pretend you’re talking to someone who is right there in the room with you. Then tell them how their lives are going to change for the better because of your product or service.

Just turn everything around. Instead of saying “I’ll help you…” say “You can count on me to…”

This first draft might be what I call “lumpy,” but that’s OK. Because by writing the first draft this way you’ll get your head turned around to thinking of your customers and what they have to gain when they listen to you.

One caution – don’t become obsessed with banishing the words I, we, or me. You will have to use them now and then. Just don’t’ begin sentences with them!

So what am I talking about?

I’m talking about the fact that just one person at a time will read your message. And the fact that as much as you’d like to, you cannot write an effective message by trying to interest the entire population. You simply cannot send a message that will appeal equally to a 19 year old and his Grandma – or even his Dad.

So the first step in sending an effective message is to narrow your audience. Choose an age group or an interest group. Choose a geographic group or a gender group. And then break that down even farther, until you can “see” a member of your target audience.

Even if your product or service will appeal to different groups, it will appeal for different reasons. So think about all the people you know and select one friend or acquaintance who fits the group you’ve chosen.

Next, take the time to really think about that person. What worries him? What motivates her? What causes excitement and happy anticipation? Think about the income, life priorities, obligations and problems that person has. Try to get inside his or her head and mentally go through his or her day.

Now think about how your product or service is going to either solve a problem or add pleasure to that day. Think of the obvious ways and the small ways.

Next, keeping a mental picture of the person you chose, begin talking about your product or service just the way you would if you were sitting visiting over a cup of coffee. Pretend that it isn’t even your product or service, but something you’ve found to be of value.

Unless you want to use a recorder, you’ll have to “talk” on paper. Otherwise, you’re apt to lose the good words you come up with. Keep talking until you’ve exhausted all the benefits this product or service will bring to your friend. These are the reasons why he or she should buy your product or use your service.

Now you’re ready to distill those thoughts by picking out the benefits that will be most important to this person. Once you’ve chosen those major benefits, you can begin writing your ad and your headline around them. You can bring in the smaller points, of course, but only if they support the big picture that you’re trying to paint.

Remember, your message will be read by just one person at a time, so write to just one person and maintain a conversational tone. Keep your focus on the benefits that will most appeal to that one person – and avoid phrases like “all of you” or “many of you.”

And… if you decide that writing your own promotions isn’t much fun, get in touch! I do think it’s fun.

If so, business probably isn’t increasing at a very rapid rate. So try these three simple steps to connect with more customers and build loyalty from your current customers:

• Write thank you notes
• Hand out more business cards
• Send “how did I do” letters

Thank you notes will create a buzz about your business that may surprise and shock you.

Why? Because nobody does it any more. Sure, store clerks are trained to say “thanks” when a customer spends money. And stores that use e-mail might have an automated thank you note they can send at the touch of a key. But hardly anyone takes the time and effort to write a thank you note, put it in an envelope, and mail it.

So when you make it a habit to send at least one thank you note every day, people will start talking – and the talk will be good.

At first you might not have an easy time thinking of who to thank. But if you put your mind to it, you will. Of course you can thank people for coming in to your store or for allowing you to give a presentation. If you sell on a party plan you can thank your hostess – and you can thank every person who attended a party. You can even thank the clerk who works in the local deli for slicing your cheese just right!

It takes a little effort to get some names and addresses, but when people start talking about how thoughtful you are, the effort will pay off.

Take the time to be specific in your thanks, so the people who receive your notes will know the thanks are genuine.

Next – hand out more business cards. Hand them out to people you know and people you don’t know. If you’re in your store, hand them to customers and ask them to let you know if there’s something they wish you’d stock, or if they ever spot a problem with your store. If you provide a service, hand them to everyone and say “Please call me when I can be of service.” If this is the 2nd or 3rd time you’ve given them a card and they ask why, tell them it’s in case a friend of theirs needs you.

Send “How did I do” cards. This little card needs only about 4 or 5 questions – which must relate to your business. If you have a storefront you can ask if they found what they needed, if the store was clean enough, if your help was friendly. You can mail these, or hand them out when you ring up a purchase. If you ask customers to mail them back, bribe them with the offer of a special coupon or a free something.

If you provide a service, ask if you answered all their concerns, if they felt that you understood their needs, and if there’s anything else they’d like to know. You can even ask if there was something they wish you had done that you didn’t do.

People like to be noticed, they like to singled out as someone special, and they like to be asked their opinions. So build relationships with your customers and future customers by giving them what they like

To help you build your local business, I’ve written an e-book outlining a simple plan using these ideas and more. Whether you have a storefront, sell on the party plan, or sell your services, this e-book will help you build your client list faster and easier than expensive ads could ever do. So find out How to Build a Local Business…