| Those who own small businesses sometimes believe | | | | holds one workshop for salespeople, one for |
| that, if they are good at what they do, their businesses | | | | managers, and one for business owners. By providing |
| will naturally expand through word-of-mouth marketing. | | | | niche services to more specific audiences, the pitch is |
| They are correct. However, they may be overlooking | | | | more targeted and is thus easier to market by |
| the fact that all businesses owners know the power | | | | word-of-mouth. |
| of word-of-mouth advertising, and many may be | | | | Finally, it is essential to know how to attract customers. |
| better mobilizing it for their own benefit. | | | | After the intro message, where does a customer go? |
| Now you need a good marketing consultant. Small | | | | Your web site? Your phone number? Be aware of |
| businesses need the help of marketing professionals | | | | the path your customers must follow to learn more |
| most of all, because advertising is so expensive and | | | | about your company. A marketing consultant can be |
| ineffective for most small businesses. A marketing | | | | of service by studying what companies outside of the |
| consultant knows that word-of-mouth won't spread | | | | market are doing, what your competitors are doing, |
| unless the message is catchy, concise, and easy to | | | | and what can be learned from your customers' |
| pass on and can help business owners create such | | | | demographics. The customer must be able to find a |
| messages. | | | | path from the word-of-mouth introduction, so the |
| The basic beginning message is the most important | | | | consultant will examine the company's web address, |
| aspect of small business marketing. Business leaders | | | | phone number, and name. |
| are not known for being particularly grounded, nor do | | | | Finally, we can say that small business has more to |
| they tend to be concise in their writing. A neutral third | | | | gain from smart and less expensive marketing |
| party usually has to be recruited in order to turn their | | | | methodologies than by advertising. But most |
| first drafts into good, readable prose. | | | | businessmen are not professional marketers. It is vital |
| Other obstacles: Small businesses struggle simplify, | | | | to ascertain that when the company needs the |
| clarify, and diversify what they offer to their | | | | assistance of a marketing consultant rather then |
| customers. A professional speaker, for example, might | | | | wasting money on advertising early. Once the business |
| hold a workshop on motivational speaking and | | | | has a credible marketing mantra, advertising can be |
| encounter a fair amount of success. But with the help | | | | put on hold for some time, which will be much more |
| of a marketing consultant, that single event will be | | | | successful when used. |
| targeted so that - for example - the speech trainer | | | | |