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Trenching is a term I use to refer to the process of finding actionable information in customer data and using that to grow your business. Some people would call this data mining, but you don’t really dig for it and remove it. Instead, you move along a trench looking at the stratification, like a geologist. (Besides, data mining doesn’t start with the letter “t,” so that would blow my whole premise.) When trenching, you Read the rest of this entry »

A newsletter can be a potent marketing tool for a solo business. Properly executed, it is an effective way to strengthen aware-ness and keep customers informed about new developments, products and services. Depending on your budget, a newsletter can range from a single-page one color format to a 12-page four color design. You can have your newsletter written and produced by Read the rest of this entry »

How can a solo business deliver a fully functioning team that can take on the kind of projects that are usually reserved for larger organizations? The answers lie in strategic alliances with other businesses that create the ability to deliver on the same basis as your larger competitors. Strategic alliances extend your market reach and provide a wider Read the rest of this entry »

Direct mail has many of the advantages of a brochure, and is more dignified and personal because it can be directed to an individual customer. To ensure adequate but controlled cover-age, use a selective mailing list compiled from your own business records or from commercially available mailing lists. Direct mail is more expensive than brochure advertising, but there are several reasons why it can give you greater flexibility.

A brochure is an important tool for consumer as well as commercial customers and the most economical means of small volume advertising. Brochures are more readily con-trolled than other forms of promotion and are cheap to produce. Brochures can be distributed selectively in areas that are expected to give the greatest return.

Something extraordinary happens when you give a customer your undivided attention. It means listening to them and not interrupting them or impatiently waiting to talk next. If you do all the talking, how will you ever learn anything about your customer? When Read the rest of this entry »