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 Adland Digest FREE Edition #573
  Tuesday, Oct 16, 2007

Information Your Business Needs RIGHT NOW

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The Power of Possibilities
Copyright 2007 by Lori Osterberg

Did you know the one thing that holds most people back is the simple fact that they think too small? What separates the average business owner from the super successful isnt her timing or her resources. Its her ability to think bigger than others, and take action on the things that will create the biggest successes.

Take for instance the typical small business owner in your area. Go into any local shop and ask them how many customers they have from out of state. Chances are its a very small percentage of their business. Yet with the power of the Internet, any local business selling products or services can change her business model from being a small local provider, to a small business with huge profits and paying clients around the world.

And its easier than you think. I know; Ive done it myself.

I was one of those pioneers. I purchased my first computer in the 1980s. Remember Prodigy? I dialed in almost every day. So when the Internet began coming on strong in the early 1990s, I jumped in with both feet, and brought our business online.

What I found was an incredible opportunity.

I started out as a small business owner, operating a photography studio, and servicing people within my local area. It was a traditional studio, offering the standard portrait and wedding services. With two people, we opened a commercial location, and began contacting people within a 10-mile radius. But I knew there had to be a better way. And I found it on the Internet.

Thanks to a powerful online marketing strategy, we found success quickly. Within 3 years, we shut down our traditional studio, and began operating a virtual studio online. Our clients changed from people in our local area looking for traditional portraiture, to people all over the world falling in love with our virtual wedding studio, and flying us in to their location.

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No longer were we stuck selling to the people that resided in our local community. We established an extreme niche market, and went to where our clients were. We raised our prices substantially, and began living the life others only dream about. By changing the way we thought about business, we changed the way we looked for clients. And our profits followed.

You too have that power. By changing the way you think, you can change the way your business operates. The possibilities are out there. But thinking differently can sometimes be difficult. It involves stretching out of your comfort zone. It involves creating changes in your business planning. And sometimes these changes can be difficult.

Start by asking yourself some basic questions.

How can I take what I do now, and sell it to people 1000 miles from me?

How do I change my marketing materials to sell to people I may never meet?

How well do I work with technology? What do I need to learn?

These questions will allow you to think beyond your local area, and start discovering ways of doing what you do anywhere in the world. People all over the country are looking for the services and products you sell. You just need the tools to get your information in front of them.

When you expand your target market beyond your local area, and go worldwide, you also add another dilemma to your planning process:

How do I market to the thousands of people added to my new target list?

When you decide to take your business to a much larger market, its imperative that you focus on who your exact customer is. As a small business, you cant afford to market to the world. Defining who your perfect customer is becomes crucial. And knowing how to reach them becomes vital.

Your customer can no longer be defined by simple phrases, such as:

  • Single female between 25-50 years old.
  • Married female with children under 18.

Instead you have to get into the mind of your client, and define them as precisely as possible. Start with the simple phrases. Then add in the detail. The more you know what interests your customer, the easier it is to reach them. Consider a customer definition such as:

  • Single female between 25-40 years old. Enjoys traveling, and prefers to take short, exotic vacations 2-4 times per year to places such as the Caribbean, Europe, Australia and the Fiji Islands. Holds an executive position in the corporate environment, or owns the company. Spends 2-3 weeks per month traveling for business, and holds tens of thousands of frequent flier miles.

Using the above customer description, I can begin finding many ways of targeting this customer. I can consider building up referral partners with travel websites that cater to young singles flying into exotic locations for short trips. I can find networking groups that cater to small business owners, or buy lead lists or place ads in magazines such as Inc. or Entrepreneur magazine. I can consider creating a relationship with airline magazine editors, and advertise or get an article placed as frequently as possible.

Obviously, I could continue with many more ideas. But you get the point. The more details I can use to define my perfect customer, the easier it is to determine methods to reach them.

By changing the way you market yourself, you can expand your business in ways that will take your business to new heights.

Open up your mind to the possibilities. You might be surprised at what awaits you.

About The Author

Lori Osterberg has created three successful businesses in the past 10 years, and along the way discovered the secrets of taking a local small business and turning it into a worldwide success. She now shares this passion with people all over the world, and speaks, writes and mentors on using technology to grow your business and stay small at the same time! Receive her FREE ezine at www.VisionOfSuccess.com.


Top 10 Reasons to Use a Blog to Publish Your Ezine
Copyright 2007 by Denise Wakeman

Blogs are the hottest thing going these days when it comes to marketing on the Internet. A blog is a delivery medium. Here are 10 reasons why you should deliver your ezine articles via a blog.

1. A blog is web based so you can update and post new articles anywhere, anytime. It's a dynamic medium that can be updated on a moment's notice.

2. Subscribers can subscribe to your RSS (Really Simple Syndication) feed and have your content delivered straight to their desktop. This delivery system bypasses spam filters and readers get exactly the content they want.

3. No web site to mess with. It's very inexpensive way to set up a web presence for your ezine. There are several sites where you can set up a free blog and others are very reasonably priced for the massive exposure you can get.

4. You can set up links for ads and your affiliate programs in side columns so you don't have to include them in your ezine format.

5. You can set up a subscription form and send emails to your subscribers when new content is added.

6. Blogs link to other blogs which helps you create a viral marketing system and increases your exposure in search engines. Search engines LOVE text based, fresh content that is highly focused (key word rich).

7. You can use your ezine blog to become a trusted expert for your subscribers, by filtering content for them so they don't have to visit hundreds of web sites.

8. You have an instant archive of all your articles. When you post an article, a new page and permalink is created. People can share that link with others and be sent directly to the article being referenced.

9. Readers can comment on your articles, which creates rapport and trust between you and your subscriber. Comments also add rich content to your site and again, helps your ranking in the search engines.

10. The bottom line is this: using a blog can help you attract more visitors who become subscribers and then eventually become clients.


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For an ezine publisher, a blog compliments and can significantly ease the delivery of your ezine content. Essentially, like any web site, you have to promote it and encourage people to add your site to their RSS feed (that's another subject) or subscribe for updates through a subscription form. That's why I put a subscribe form on my site subscribers and get updates in anyway they want. You still need to submit to search engines and directories to drive traffic. If you already have an ezine subscriber database, my advice would be to post everything on the blog and then send a weekly email, or whatever your normal publishing schedule is, informing your subscribers when new content is posted.

Marketing is done in a conversational way and via the links on your blog. Announcements can be posted on the blog and to one's list. I see the blog and ezine database as complimentary...working together to increase your exposure and make it easier for people to get your information and build relationships.

About The Author

Denise Wakeman is Chief Implementor of Next Level Partnership, a company dedicated to partnering with you to take your business to the next level. Denise has nearly 20 years experience in small business administration and management. She has specific experience in leveraging Internet marketing systems to create awareness, build customer loyalty and increase the bottom line. Visit Denise's blog at http://www.biztipsblog.com to get tips and tactics for taking your business to the next level.



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