Why should you market your business? As my mother used to say to me when I was growing up, “Because. Just because. Because I said so!”
Marketing is all about creating familiarity both with people who know of you and ultimately with those who don’t. You want people to think of your company when they think of what you offer, and you want them to think of you favourably. You can’t decide when someone needs your service, but you can a relationship between them and your brand well ahead of their next purchase. Let them know who you are!
So now that we all agree that marketing is as important to your success as paying the rent, supplying your office and/or shelves, and all of the other expenses that come with owning a business, aren’t there any free or inexpensive ways to market what you do? Well actually, there are. Today I will highlight one idea that will help you grow your sales both in the short and long term.
Here’s the root of the idea. Think back to the last election period. There is a lot to learn from how politicians, especially on a municipal level, market themselves. They use signs to get you to go to their websites. They send information to you through your mailbox. They advertise in publications. So far none of that is free. Effective, but not free. But what would a campaigning individual say is the most important part of their efforts? It would have to be meeting people in person. Politicians spend a lot of time going door to door and introducing themselves.
So here is my idea for you. Print some coupons that offer something of value to a potential customer. Try to come up with something imaginative, or at least of greater value than the standard 10% discount. Make sure your coupon has your logo, your contact information and a link to your website.
Now take these coupons with you and go door to door with them. Don’t just leave them in mailboxes though. Knock on the door, introduce yourself and give them the coupon in person. It doesn’t have to be a long conversation, just enough to make yourself familiar and to do something nice for the person you meet. It can be as simple as something like this:
Knock knock.
“Hello?”
“Hi, I’m David. I own A Business in town and wanted to introduce myself and give you this coupon.”
No sales. No trying to close on anything. No asking for a commitment or going into detail on what you do (unless they ask, and they will). Just an introduction and a nice gesture.
Here’s what just happened. You introduced yourself to a neighbour with respect and sincerity. You asked for nothing. You made a simple connection. Then you gave them something. Here is the part that you might not know about. The coupon doesn’t matter as much as you might think. It is of little consequence whether they use it or not. What it represents is good will. Also, people are more likely to keep a coupon than a flyer or post card, even if it is never used. Most people have a hard time throwing a gift away, and that coupon is a gift. I’ll talk more about that in a later blog, but for now I hope you’ll understand that the coupon is a gesture, not a sales tool. It creates a favourable memory and that is its true value. You will be remembered for offering something of value for free. Did you hear that part? You will be remembered. Familiarity.

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