You have heard many times that keeping customers and web site visitors on your site and coming back for more should be one of the top priorities of every online solo business owner.

There are a number of reasons for doing this - one of the most important is that the cost of finding new customers is typically higher than the cost of retaining current customers.

There are other reasons as well. Today we're going to look at just what the business owner can do to keep his paying customers coming back for more!

Regardless of the niche you are in, developing your web site and business philosophy so that you keep this simple principle at the forefront of your execution will pay you great dividends over the course of your business life.

Here are seven top ways to hold on to your customers:

In our previous discussion, we talked about seven ways to best retain your loyal customers.

I'd like to continue that discussion today with seven additional things you can do in your business to make your web site "sticky" (as in hard to let go of) and to keep your prospects and buying customers happy with your business to the point they want to continue their relationship with you.

When you think about it, online customers has a nearly unlimited choice of options in almost ever niche. For you to gain a paying customer and then let that person "go" because their is nothing new or exciting at your site, is not a smart strategy.

It's much better to actually focus on the needs of your loyal and best customers, possibly even to the extent of giving new customers less attention.

I recently came across some information that should be of interest to all solo Internet business owners.

It was entitled: "Search Engine Marketing: Search Users and Usage"

It was authored by David Hallerman, Senior Analyst at eMarketer. I would encourage you to get the whole report and study it. I hope the link is still live when you read this. Here it is:

http://www.emarketer.com/Products/Products.aspx

I was especially intrigued with the satisfaction survey that was offered as it gives you a feel for how users or consumers view the major search engines as well as the field of Internet marketing and advertising.

You should be able to gain your own "take aways" from what the articles describes.

It seems to me to be a little weird. There are lots of daily searches for the phrase "business ethics" but there are very few products that deal with the subject.

I'm guessing it's a function of supply and demand - no body is willing to purchase products about this subject so the demand is being met with freely available material.

Maybe folks believe they already have the subject mastered (or at least under control). Others probably believe in being ethical but that's about as far as they go - no sense delving into a subject that doesn't directly bring money into the business. (Or does it?)

Most would probably say the study of ethics is boring, old school, and not worth the time for the busy business owner.

So what are business ethics and why is it an important subject?

Who says Internet business can't be adapted and put to profitable use by a youngster?

Here's an example of a young boy in my neighborhood that has chosen the Internet as his business contact and delivery mechanism.

You may have heard the slightly cynical phrase - "If you can't figure out how to do something on your computer, just find a six-year-old." There's a whole heap of truth to that observation. Anyway . . .

I learned about this kid in my neighborhood, who shall remain anonymous in case the child labor law spies are lurking about, that decided to run his business online.

I've always been one to look at new year's resolutions as a two-edged sword.

They're a great way to map out your hopes, dreams, and plans for the coming year.

But they generally cause me some pain as I look back on the year now ending and realize all the things that I could have done better.

The human spirit, much like the business spirit, longs to grow and expand, and somehow stretch out into greater being than what it is.

I've often thought about the myriad of reasons for startup business failure. Because creating and operating a business involves so many details, it's easy to understand why problems galore plague entrepreneurs.

Many mess-ups are not fatal.

The owner can recover from non-crippling problems that result from unexpected circumstances or misjudged steps. Persistence and adaptability are key ingredients in the owner's arsenal of personality traits that are needed to overcome big mistakes.

But there is one very tough problem to correct: a poor choice of the basic business idea.

If the whole subject of your business is wrong - if you have employed an incorrect model - or you have overestimated the "salability" of your product - you could be in for a very rude awakening.

Most new business owners tend to be great advocates for their product or service as they prepare for their business launch.

They become cheerleaders and proselyters for their product's features, benefits, and usefulness. They want to shout to the whole world that their "baby" is being born and it's the greatest improvement to ___________ of the century!

Do you know what I'm talking about? Have you ever felt this way?

I think new business owners are better served at the outset by playing the role of buyer or consumer of that product. Here's why . . .

Entrepreneurs are a diversified bunch. They appear in all sorts of sizes, temperaments, ages, and with various backgrounds.

Some produce tons of workable business ideas in a year. Others seem to struggle to come up with one good idea in a decade.

Regardless of where you fit on the continuum, there is a very underutilized place you can go to get all the good ideas you'll ever need to keep you in business for a long time to come.

Go online!

If you sell information, you are, in essence, a paid consultant.

Now you may never have viewed yourself in that light.

Maybe the information you sell takes the form of recommendations on the best cruise lines to book if you want to see Alaska in July. Can you see why you are a consultant in that subject?

Maybe your information business subject is dog grooming. Aunt Mimi has signed on as your customer because she wants you to teach her about grooming Fifi, her toy poodle. You are the consultant - Aunt Mimi is your client.

As soon as your customer signs up for your service (delivered in the form of some type of information), a consultant/client relationship is established.

It doesn't matter if you sell e-books, produce audio clips, run a subscription web site, or design graphics for logos. Digital information is your service and you are giving advice for a fee.

I was thinking the other day about how my tastes, preferences, and attitudes have changed over the years since I was first married and had four little ones running under foot.

All my children have now reached adulthood and I'm called "grandpa." (By the way, for any of you staring a similar transition in the face - it's a wonderful thing! It beats the alternative, doesn't it?)

I don't read the same things that used to interest me. I don't watch the same TV I did back then (mostly "kiddie TV" to keep the wee ones happy). The Internet was not around yet.

Most of the Internet's best marketing minds agree on this philosophy:

"Don't try to create interest and excitement in your prospect for your product. Find an overwhelming desire already in your prospect's mind and fill it."

What does this idea suggest? Simply this . . .

One of the ways solo business was conducted for many years in this country (U.S.) was by what I call "the one man band" business model.

An entrepreneur would create or find a product and proceed to sell that product to as many buyers as he could find. Sometimes the owner would develop a full line of products offering the consumer many styles, sizes and other choices.

The one man band was many business employees rolled into one. He did the research and development on the product, the manufacturing and/or purchasing, he was the salesman, the secretary, the customer service representative and the business owner all at the same time.

For many years, solo businessmen worked among the ranks of the self-employed as "organizers" or facilitators of groups of like-minded people.

They held titles such as "consultants," "coaches," "mentors," and "instructors." Sometimes they operated strictly as solo entrepreneurs being the only source of expertise in their company.

Others banded together to form a "team" or group that offered the same type of service but included the perspective and experience of multiple experts that often worked together on one project to provide the service.

These workers would organize their own curriculum, design their own delivery approach, and earn their fee by teaching or coaching their clients either in a one-on-one setting or small group atmosphere.

Since the beginning of time, solo business persons have opened and maintained retail stores that sold products to walk-in customers.

Sometimes the stores featured only specialty items, like a bike shop or bakery. Others carried a range of goods (like a mercantile) but remained small enough that one person could man the shop by himself and perform all the daily functions necessary.

There would be goods to order from manufacturers or wholesalers, shelves to stock, customers to wait on, books to be balanced, and cleaning at the end of the day.

If you are serious about starting a small solo business, there is no greater lesson to learn than how to apply the principle of maximum leverage to everything you do in your business operation.

Your survival, and ultimately your success, will hinge on how well you grasp the concept and make it your slave.

It's a difficult lesson for many, partly because most of us rarely practice applying leverage in our own personal lives. We tend to get complacent and accept low output and/or maintaining the status quo as our daily M.O.

There are actually dozens of smart and effective ways to begin the business creation process that will reduce the risk of a new venture for the owner.

I'll focus on what I call the ten "B"s. These are logical and practical ideas you can follow in your own business startup mode to reduce your risk.

They're not theoretical or academic guesses; but tried and proven ways of protecting your assets, both time and money.

Here are a few ideas that may be useful as you consider what you can do to become a star performer in the eyes of your customers.

In a solo business, it's easy to understand why most customers don't differentiate the owner from his business. If you, the owner, treat the customer poorly, your business stinks (even if the customer actually likes the products you deliver.)

And when your offerings disappoint, you, the owner, take the black eye.

It's understandable since the customer sees you and the business as one and the same.

When you do business online, you have to get a little personal with your customers. There's no way around it.

Being personal is fine with most of us, if we like and trust the person that's moving into our space. But online, being personal is a real challenge and a very sensitive issue for the business owner.

From the very beginning, you'd like to know how to reach your prospects individually. So, you go after a first name, last name, and an email address at the very least.

I started following Internet businesses back in the mid-90's and continue to be amazed at the variety and sheer number of creative business techniques and selling ideas that I've seen during that time.

Of all the trends, promotions, sales, and marketing ploys I witnessed, I am continually amazed at one particular selling strategy I've seen that has enormous power and sales potential yet very few marketers ever consider using it.

Here it is:

Often, when a new businessman enters the market, he often forgets or totally ignores the cost of support for his products and services.

Depending upon the type of business you operate, that could be a very costly mistake. Why?

Because if you don't understand fully the expenses of doing business in its entirety, there is a good chance you will have a good portion of your profits consumed by these "hidden costs."

Especially in online information sales, the tendency sometimes is to assume that you won't have to deal with very many customer issues.

Let's face it, many folks that start their own solo business are first time entrepreneurs. They have no history, background, or training in small business development or operation.

That presents a great challenge - one that can certainly be overcome - but one that must be recognized and met head-on.

You see, operating a business is like most other professions. You don't just declare that you want to be in business for yourself and all of a sudden possess all the skills and knowledge that you need to be successful.

Preparation for business success can come in many ways.

Some follow a regimented career path through college and possibly graduate school to learn the art and science of becoming a business owner.

Others choose to get their education from home study courses, books, tapes, and other media presentations.

Most businesses are started by folks that don't have formal training in business. The school of "hard knocks" is their educational backdrop.

Over the next few posts we will be looking at things you can do in your business to:

- gain the education and experience you need to learn important and useful business skills directly related to your success,

- present your business in the best light as one that is real and credible,

- grow your business beyond being just a startup that doesn't go anywhere,

- expand your mind and your opportunities for new business ideas, new products, and creative solutions to business problems,

Every business needs to establish and maintain professional working relationships with suppliers, distributors, vendors, service providers, and outsourcing companies.

You may think that just because you're running a solo operation and you are developing all your information products in-house you don't need to worry about on-going relationships.

Every business will need to establish partnerships (or relationships) with an Internet service provider, a bank or other financial partner, tax consultants (even if you prepare your own returns), insurance providers, possibly an attorney, and most likely some online service providers (like a merchant account company to provide for credit card transactions).

Businesses have to communicate in a variety of ways, but I've noticed that many of the online businesses (that I assume are run by solo owners) these days provide no address or telephone number for the company.

I am guessing that the business owners of these web sites have full time employment away from home and just figure that since they can't be around to answer the phone, it's better to just not list a number.

I won't deal with businesses that don't allow contact. Do you?

You've probably noticed over your lifetime that companies dealing in quality products and services tend to remain in business over a long period of time.

Others that prefer to push inferior products - and sometimes just good or average quality offerings - usually have a much shorter life cycle.

Why is it? Wouldn't you logically think that cheaper and more affordable items would outsell more expensive ones if they both performed the same basic functions?

Regardless of the size of your business, you should separate all your business financial information and record keeping from your personal banking.

It does not look like you're very serious about your business if you continue to co-mingle your business and personal checking accounts, credit lines, credit cards, etc.

Legitimate companies keep their financial transactions totally separate from those of the owner. So should you.

Separate accounting will help you to avoid confusion, keep your information organized for tax purposes, and it will give you a "check" on the health of your business.

A lot of small business owners would reason that because their business is very small and specialized, they ought to try to save money and increase efficiency by keeping all operating functions in-house under the watchful eye of the owner.

Why trust important activities like communications, product development, customer relations, financial management, or fulfillment to an outside firm or several firms that won't have the same concern over these functions that the owner would.

And why pay someone else when the owner is trying to conserve cash and keep operational costs as low as possible?

Here are five good reasons why every Lone Wolf owner ought to seriously consider outsourcing some parts of his operation:

One of the things that most business owners look for are ways to add value to their businesses.

The usual thoughts are to add more products to the mix of things sold thereby increasing the profit potential. They reason, "More to sell = more sales!"

If you sell other people's products and if you have a source of additional offerings, this strategy may make sense for your business.

But what if you create your own products and can't readily add new offerings? What if you sell a single item and your business revolves around just that product?

Depending upon the type of solo business you operate, and the needs that your business has to communicate with the "outside" world, you may want to consider setting up a private area on your company site.

I'm not talking about creating a forum, chat room, or discussion board as is commonly done among niche community web sites.

I'm not talking about a private membership site either. In both these models, your web site is open to the public and you attempt to recruit members (paying or otherwise) that have to identify themselves before entering by submitting a user name and password.

To my way of thinking, there are two business functions that every single company needs to execute well, every day of the year, in order to be categorized as a successful business.

The first function is marketing. Regardless of the product you sell, the size of your company, or the underlying bankroll you operate from, if you don't market what you sell, and market it well, you will never be successful.

The second daily business function that is critical to every business that I know is customer service. That is the topic for this post.

How many people do you know personally that don't really care how they're treated? How many folks enjoy being put off, ignored, lied to, ripped off, pushed around, run around in circles, or treated like they were criminals?

We're discussing the little operating changes that can easily be set up in an online business that will add greatly to your customer support process.

4. Set up a responsive help system or customer support mechanism. It doesn't have to be an expensive and complex hosted solution.

The main thing customers want to know is how to easily, quickly, and reliably get in touch with you should a problem or concern arise.

Customers online understand that small companies may not have full time "operators standing by" waiting to answer every question thrown at them. But by all means, return phone calls and emails just as soon as you can, preferably within a few hours of receiving them.

I believe it's a wise move to investigate all the options you have in executing your online business.

You may quickly dismiss many of these options for any number of reasons, but you might also find just that one perfect little advantage that sets your business apart from your competitors and propels you to success.

Drop-shipping could become your business "ace in the hole" so to speak, but there are many dangers in this industry so you need to be cautious and thorough in your research about the drop-shippers that you employ, their reputation for quality products and service, their fee structure, their policies, and your rights as the selling agent.

Some business owners have chosen to ship purchased products to their customers at no additional cost with the idea that such generosity could mean the difference between landing a sale or not, all other considerations being equal.

I would caution that you be very careful in implementing this strategy. If you choose to offer free shipping, that's certainly your prerogative as the business owner; but if your business can't really afford this luxury, it could become an awful drain on your capital.

Now, don't get me wrong - I'm not saying you should never employ this strategy. In fact, some businesses have used the "free shipping" tactic to differentiate and set their company apart from all the other competitors in their niche.

Have you ever noticed a shopping cart full of groceries sitting next to the checkout stand at the supermarket?

I've seen it happen a few times and usually figured that someone simply left their wallet or purse at home and would be back soon to claim their abandoned goods.

It's not a big problem since most stores are accommodating about the oversight.

But online, shopping cart abandonment is a huge problem! No one really knows the extent of this loss to e-tailers, but I have seen some estimates that suggest fifty percent or more of all online sales processes are never completed.

In the previous installment we discussed some of the costs associated with delivering physical products to your customers.

Be careful to study the numbers and understand exactly what it is costing your business on a weekly, monthly, and annual basis to send out your goods.

In most instances, it is best to charge your customers about what it costs you to handle and ship their purchase. The amount can vary a little from your exact cost so that you can standardize and simplify the shipping cost structure you present to your buyers.

The ways an auto responder can be employed to automate your business tasks are many. Here are just a few of the typical business uses of an auto responder:

- if an email address is no longer valid, a message can be sent from the mail server that the email is now "undeliverable,"

- if the business changes its email address or URL, a new forwarding address can be sent to those that send mail to the old address,

- if you go on vacation or are otherwise unavailable for a time, your auto responder can alert customers to your absence and when you'll return,

Having to ship merchandise out to customers reminds me of the hassle of shaving every morning. It's a part of the daily routine, it's something to be tolerated but it's never enjoyed, and the longer you let it go, the more difficult the chore grows for the next day.

In my mind, having to ship merchandise, keep inventory on hand, box and package products, etc, is one of the reasons I feel strongly about solo operators focusing on information based business only. There is no shipping.

If you ship merchandise, you have to keep merchandise. All of a sudden you are in the warehousing and inventory business that presents all kinds of extra manpower costs, worries and hassles.

By now you understand that the solo information business strategy discourages dealing in physical products that require shipping and handling. These products require human intervention and a lot of financial costs that are the antithesis of the one-person solo Internet home business model.

Nevertheless, many of you will continue to do business in a physical delivery world because of the types of products you sell.

So I have a few suggestions about shipping products that will hopefully help you in your business to avoid the pitfalls and traps that some solo businesses have fallen into in the past.

To tell you the truth, I'm having a hard time coming up with any reasons why you shouldn't absolutely consider having a forum at your site.

In the early Internet days folks would chat back and forth via email only. Some sites placed comment forms in strategic places around the site to encourage visitor input, but that communication was pretty much one way.

If the site owner wanted to answer a comment, it was back to the email station to shoot off a reply.

You will hear me very often say, "You are the business." The solo Internet business operator is often an individualist that would rather be creative, adventurous, and find his own way over joining the pack.

If you want to become such, you should execute your business as though it is an extension of yourself. Your company is built around the skills, knowledge, education and passion that make up your life.

So in terms of both subject matter, and executing the daily business operations, you are the business. Without you, the company is nothing.

Some business owners prefer to deal with problem customers by writing them off and shoving them out the door. They don't want or need to be bothered with further dealings or more headaches.

I think there is a better way, however, to attempt to appease and "soften" an irate customer.

Why not turn him 180 degrees around and convert him into one of your most loyal and valued customers?

You won't be 100 per cent successful with this strategy, but it will work often enough that you will soon understand the benefit to your business of this approach.

Often, new business owners figure the only way to increase sales is to put your product or service in front of more people.

Such a strategy usually means that you spend increasing amounts of money on advertising so you can extend your reach in to more and more markets.

Increasing sales by ramping up advertising is one way to pump up the bottom line. But there may be other more effective uses of your business operating budget.

Most small business owners look for additional sales in increased advertising and marketing.

But there are other strategies to explore and some unique methods of driving more sales in your business without turning up any additional customers.

One of those strategies involves up selling - offering additional products to the sales of your current buying pool. You're not having to locate new first time buyers . . . you're simply selling more to those who buy a product.

When you think about it, there is no better place to find new prospects that may have an interest in your particular niche than to ask your satisfied customers to recommend their friends and acquaintances that have similar interests and passion for the subject.

Some of your customers may not legitimately know other people in your niche, but those instances will be the exception.

If you are dealing in any kind of business subject or niche like a hobby, or a recreational pursuit, or a leisurely pastime, there's a very good chance that your customer will have friends and maybe even family members that also participate in the same activity.

I spoke with a young gentleman today about his dream to start a business. That's not a rare occurrence as I deal in such discussions quite a few times every week.

As we began talking, it was obvious to me that he was passionate about his idea and his plan to take that idea to market.

His reason for contacting me was to find out where he might begin looking for funding to finance his project. It was the next item on his "to do" list.

I've written a number of times on getting started in business and most of those discussions, at some point at least, lead back to the importance to small businesses of doing market research to understand who your customers are and what they really want.

I have come to the conclusion over my years in dealing with small business owners that some of them (the true entrepreneurs) are exceptionally good at the skill of listening, and others (let's call them business road kill) haven't a clue what listening entails and don't ever do it.

Some solo business owners have experienced great success by marketing their company and products off-line.

That may sound weird, counter-productive, or just plain wrong. You've got to figure that online marketing is the cheapest and most widely reaching form of advertising there is.

Well, I'm certainly not advocating that you abandon your online marketing strategy - that needs to remain intact.

What I would suggest, however, is that you think about all the ways to spread the word about your web site, brand, products, and your business in general - off-line in the physical environment as well.

I think some people are born to complain.

We've all been acquainted, or at least come in contact, with this type of personality at some point in our lives.

It seems that if the person is not registering a complaint, he's out of character.

It's sad because we all tire of this constant criticism and negative attitude, even though we may be good friends with the person.

But this type of personality can be damaging to a small business in a number of ways.

Every new technology faces the same uphill battle when it comes to public acceptance and dispelling people's fears that something bad will happen to them as a result of some unknown or unanticipated problem.

Many people say they are hesitant to make a purchase online because the either fear the process or they fear that their money will be lost forever because the seller will "take the money and run."

I'm too young to remember the early days of inventions like the car, the radio, and the telephone, but there were great fears among the public about what these new devices would do to society.

Many people were slow to adopt and embrace change. It wasn't until they actually saw and understood the advantages and noticed other folks were using the inventions without harm that they decided to give them a try.

Here are a few additional suggestions of practical things you can do in your business to gain the trust of your prospects by calming their fear of purchasing on the Internet and dealing with an unknown company:

6. Be very clear and precise about what the customer is getting with his purchase. Don't leave anything unclear or in doubt. If anything, be overly specific and descriptive so the customer doesn't wonder what his dollars are actually purchasing.

7. Make the actual buying process as easy, straightforward, and intuitive as possible. Don't ask for more personal information than is necessary. Now is not the time for a customer survey. Explain each step you ask the customer to take. If the buyer is going to be taken away from your web site (for instance, to have a credit card transaction approved), explain to him why he is leaving the site and how he will be returned automatically.

I have often made the comment, "You are the business." As a small business owner, you are the solo creator, founder, operator, and employee of your business.

Without you, and everything that you know, do, and are, your business is nothing. There is no business if you don't make it so.

I am a proponent of the solo small business strategy because I believe in digital information business as the "perfect" strategy for this day and age, especially for those that want to control every aspect of their life in the business world and beyond.

The solo business owner has many tools and resources at his disposal that can leverage his time and automate his business so that he can accomplish much more by himself than would ever have been possible prior to the Internet.

Most business owners that utilize email will tell you that its low cost and "free" fast delivery are the main advantages of using it. But in my mind, at least, there are some other very important reasons why email is the communication medium of choice for the solo business owner.

If you are not using of these email advantages, why not give them a try? They may even be more important resources for your business than the low cost of contacting your customers and prospects.

That's a critical question for the solo entrepreneur.

When you are the sole business owner, employee, product creator, customer service rep, and shipping clerk you literally become the business.

You have no one to blame, no one to rely on, no one to pass the buck to.

You stand alone bearing your torch to the world and you either make it or you don't on your own skill and wisdom.

You attitude about yourself and the business you've created will make all the difference in the world when it comes to projecting your business in front of your customers.

You would think most people are rational when spending money on products and services that they find online. After all, the complete information about the product is readily available right on the Internet.

You can also quickly compare prices, shipping, and other factors between two or more sellers to assure you're getting the best deal possible.

I'll admit that I've spent hours online comparison shopping, researching benefits and features, and reviewing the sales pages for just one item I wanted to purchase.

The time I spent online was probably worth way more than the product I was after.

It's only been since the late 1990's that marketers are able to look at the phenomenon of Internet purchasing.

It's really too short a time to accurately begin predicting more long-term trends and patterns that will spill over into the future.

Initially, most online prospects were hesitant to give up credit card information and personal data required to make a purchase. But by about 1998 or so attitudes toward security began changing and customers were more at ease in divulging their information.

As I have watched Internet business begin to grow and mature, I have noticed that certain recurring patterns seem to play themselves out over time.

Observing these patterns and keeping a careful eye on emerging trends will help the solo entrepreneur position himself and his business in a way that will benefit his revenue generation.

If you have a business based in the U.S. and you pride yourself on having the lowest prices in town (or in your industry), are you ready to be severely challenged?

One of the most evident changes that the U.S. economy has undergone in the past 15 years or so is the flight of industrial and manufacturing companies away from the U.S. Why?

Well there are a lot of reasons, but the basis of this exodus is the fact that labor in the U.S. is increasingly expensive and hard to find.

Of course the Internet small business has many formats to choose from when advertising its products and services.

I believe using a variety of methods is generally preferable to always relying upon one format. Your customers may tire from the same looking message received repeatedly.

One of the most effective selling formats is the personal letter from you (the small business owner) to the customer. It's a proven strategy that often works better than any other because it's:

(1) personal - most of us are much more likely to buy a product that is personally recommended than one we have no human tie to;

(2) intimate - we feel that a personal letter is not something that would be shared with lots of other people, hence we view it as tailored to our own needs or geared to our own circumstance (even though that may not be the case since the same "personal" letter might be sent to thousands of prospects);

As the title implies, there is a business principle that all great companies adhere to that produces wealth and abundance beyond the infusion of cash into a business.

It is the principle that value can be created in a business in ways other than by direct cash deposits. It's a pretty simple concept, really, but many folks looking at business from the outside (like an entrepreneur deciding that he wants to create a business) don't think about growing a valuable company from within without spending money to do it.

Why is owning a business so profitable? Why is small business such a prized and universal dream for so many people?

Most would tell you that the reason they want to have a business is for the income stream that it can provide.

I'm always amazed that entrepreneurs are so anxious to spend their money.

I think the traditions and practices of the past have spilled over into the Internet generation of entrepreneurs and clouded the view of some soon-to-be business owners.

They feel that the old business cliché "you have to spend money to make money" still holds true.

I want to challenge that notion and tell you that you can play that game if you want to, but I would strongly advise a different approach.

I want to suggest that you conserve as much cash as you possibly can as you begin your new small business. Look for ways to save money instead of focusing on all the possible things you could spend your money on.

I believe that every business has the opportunity to "make a difference" in the world today, even if only in a small way.

There are lots of ways of doing that besides merely providing valuable and useful products and services that help people and make their lives better.

By being productive and profitable, a company has the opportunity to contribute to the economic stability of the city and region in which it operates.

Small businesses will also have a number of opportunities to become socially responsible.

Here are a few ideas for the small business owner:

One of the things that small business owners often forget is the fact that customers come to a small business often for the experience, not just for the products or services that are offered.

Yet many small businesses don't capitalize on that fact. Instead, they try to act like large sterile non-personal corporations. Let me give you an example of what I'm talking about.

I was recently in Park City, Utah with my wife and family. We had made the one hour drive from home specifically to walk Main Street. For those of you unfamiliar with the place . . .

Nothing grabs a prospects attention like seeing his own name printed in a hand-written letter from a friend.

When a business customer feels like he is appreciated, singled out by the owner for some personal attention, and given the opportunity to join in the membership of a group of "insiders," he will likely commit to being personally involved in the niche with this business.

Personal involvement invites activity in forums, registration as a member of a community of serious like-minded folks (either free or paid), and status as a preferred customer (one most likely to buy products from the business.)

Whether you decide to publish information in a paid newsletter, a "members only" web site, or an email or notification service, the questions you'll have to answer are basically the same. Why do you want to do this?

Is the decision based on your love of the niche and desire to share what you know about it? Is it because you already have the advantage of possessing the knowledge and experience that will be needed?

Are you trying to gain a dedicated group of subscribers so you can offer them niche products? Or is the decision simply one that allows you to start a business and earn a living in a niche of your own choosing?

Whatever the reason, there are business principles that you ought to think about prior to committing much time and money to your new venture.

Regardless of the information subscription niche that you choose as the subject of your business, you will need some type of web site software platform.

In another post, we discussed the five usual platform options available to the small business.

Which option is right for your business will depend upon your financial capability, the functions that you want in the site, the type of information presentation you deliver, and your own capability to maintain and operate the software and web site.

But whichever alternative you've narrowed your overall model choices down to, you will still need to choose between many specific company products.

Every business owner, sooner or later, comes to the realization that her time is money in the bank!

Wasted time is cash burned . . . and really for no good reason.

Every business is a little different, but in most cases where the owner principally operates online, requests for support by customers can be a major daily time drain.

In some cases, it is the major activity that keeps the owner/operator glued to her computer and telephone during regular business hours and then some.

One of the foundations of any successful marketing program is repeated and systematic contact of the prospect.

One initial encounter is rarely sufficient to brand your company in the mind of the customer.

We all are bombarded with literally thousands of marketing messages every day no matter what we do or where we go.

Radio, television, the Internet, newspapers, magazines, billboards, and other venues attempt to grab our attention long enough to flash a message to our brains that the advertiser hopes will "stick" sooner or later.

Most of us learn to subconsciously "tune out" or tone down this constant barrage of advertising. That means there are natural challenges awaiting every business that tries to communicate with their prospects.

I visited a web site last night related to Internet marketing that touted all the methods the large corporations were using to build trust in the company - thereby reducing the fears of customers with the end result of making them more apt to make an online purchase.

There were something like thirty methods of building trust listed, but I was very surprised to notice the lack of mention of using testimonials from satisfied buyers.

In my mind, there are few things you can do that are more important than using testimonials.

So why did this marketing "authority" leave this method out? Who knows? Maybe it was a large corporation "thing," an acknowledgement that the site was too important to place one person's comment in the showroom of this company.

When business owners develop a service or product that is designed for a highly targeted audience, they often struggle to find enough prospects gathered in one place to design a marketing strategy for the group.

Typically the marketer turns to pay-per-click ads on the Internet because he can use his keyword lists and target his message to the surfers that are looking for web sites or products that are in the search engine results pages.

Another popular approach is to identify targeted ezines or newsletters that offer advertising.

The readers of these publications will have some common desires, passions, or tastes that the advertiser can appeal to.

One of the first and most important tasks of any web site owner is to capture at least the name and email address of every visitor possible.

You want to be able to communicate with your customers and send them follow-up messages. You want to keep your business in front of the prospect, but you must have their permission and blessing to do that.

Often web site owners will offer a premium or freebie to the visitor in hopes that the exchange of the personal information for the freebie will be seen as a "fair trade" by the customer. But too often the freebie has no relation to the business or product of the owner.

Online business in today's marketplace has many advantages that the small business has never had in the past.

The challenge for the business owner is to take advantage of these advances and use them to grow his business in ways that direct competitors either don't know about or are too lazy to set up.

The advances are only an advantage if they're put to good use. That's why they are so powerful to you - because you know the strategies and can implement them into your business and others in your niche won't.

Have you ever noticed how customers like to be given very specific instructions or detailed directions from those they consider to be an expert?

I used to work retail in the sporting goods industry when I was a struggling college student trying to get my education and support my young family.

My great passion and hobby was fly fishing and I took every opportunity I could to help fly fishermen who came into the store to become better at "my sport."

I was an evangelist, a mentor, and an instructor for the sport of fly fishing even though the store was paying me to be a salesman.

Often small business owners have little or no formal training or skill in advertising and marketing their products.

Whenever they write copy, whether it be advertising, a press release, narrative at the web site, or in answer to client's questions, they tend to be driven by the facts.

Business minds just naturally are tuned in to think in terms of facts, numbers, dates, deadlines, instructions, policies, etc.

These are the details that a solo operator has churning around in his mind every waking moment it seems.

Here's the problem, in terms of marketing at least, with this mindset.

Of course you would want to do that. Here's why!

Everyone likes to be stroked. We all enjoy the praises of others and the acknowledgement or validation of our own talents and worth.

Even celebrities gush over fans that sing their praises and idolize their image.

You can use this knowledge to your advantage in the online business world.

Here's how you do it and why it's a good idea.

One of the authors in the Know More Media network of business blogs, Maria Palma, asked an important question of each of the authors in the network that owned a business.

It went something like this: "What is your definition of service?" She runs the blog at Customers Are Always and was interested in getting a wide cross section of responses from the dozens of business writers in the network.

I thought it would be interesting to contemplate the question and make a contribution from my point of view and considering the experience I have had with service in the solo business sector and environment.

The manufacturers of the industrial era had at least one thing in common: they found that mass production could cut both product costs and production times by substantial amounts when work was compartmentalized and the flow of assembly was orchestrated to bring all the parts together at the proper time (on the assembly line) and sequence.

The expectation remains today that products can be made and delivered to the customer in record time.

You order a digital camera over the Internet today on your lunch hour, even from a dealer thousands of miles away, and you should be able to have it delivered to your front door by noon tomorrow, if all goes well.

One of the surest things besides death and taxes, is the fact that change will occur in your business niche. It's inevitable.

Markets for products and services evolve over time.

Innovations in products and technology create new markets and make previous products obsolete.

Changes in economics, politics, and consumer appetites constantly force upheaval and churning in niches.

It doesn't matter that you have a successful product or a profitable business.

Sooner or later (and it's usually sooner), the market that you're in will change and the profits that you're now amassing will dwindle.

The popularity of survey results in a specialized niche is undeniable. Customers and prospects alike love to be part of a survey and then look at the results.

Often they compare their own responses with those of the survey to see if they have similar or differing opinions than the "group."

Surveys that are not targeted, i.e. those that ask very generic and general questions, are often ignored or disregarded.

Most people feel they are a waste of time because the respondent is not interested in the subject and could care less how the masses feel.

Every business owner, at some point in her career, will face sharp and emphatic criticism by a customer, supplier, or competitor.

Whether the criticism comes about as the result of an honest mistake, an ignored customer, a failing product, a wicked competitor or from some other source - it will eventually happen.

No one appreciates being the brunt of verbal tirades and name-calling.

We all take offense to blame that belongs elsewhere and rude customers that get their jollies by preying upon the "hold your tongue" business owner that wants to avoid confrontation at all costs.

I'm going to tell you about some marketing tactics that every solo business owner can use to reach a broader market and ramp up online sales.

In fact, these marketing methods are so important and profitable that I'm going to do several posts in this series to give you some further ideas and examples of how to implement this strategy and hopefully I can get your creative juices flowing to think of your own promotions related to the niche your business works in.

But before we get into specific strategies, let me tell you exactly what "piggyback marketing" is and why it can be such a powerful sales tool.

In the previous article, we began our discussion of some marketing tactics that fall under the title of "piggyback marketing."

With this strategy, you have the opportunity to "piggyback" your marketing message with other products, sales messages, a service, or a bill.

Your marketing "piggybacks" with something else that is going to be delivered anyway and can be thought of as a "bonus" or gift by the prospect.

Free coupons are a perfect example of the piggyback marketing strategy.

You come up with an idea for a free coupon to something in your business and offer it as an "include" in the mailing being done by your partner.

In the previous two articles, we have been discussing some marketing tactics that fall under the strategy of "piggyback marketing."

With this method, you have the opportunity to "piggyback" your marketing message with other products, sales messages, a service, or a bill.

Your marketing "piggybacks" with something else that is going to be delivered anyway and can be thought of as a "bonus" or gift by the prospect.

/>We are continuing our discussion of some marketing tactics that fall under the strategy called "piggyback marketing."

With this method, you take the opportunity to "piggyback" your marketing message along with other products, sales messages, a service, or a billing.

In essence, your marketing "piggybacks" with something else that is going to be delivered anyway and will be thought of as a "bonus" or gift by the prospect.

We are continuing our discussion of some marketing tactics that fall under the strategy called "piggyback marketing."

With this method, you take the opportunity to "piggyback" your marketing message along with other products, sales messages, a service, or a billing.

Your marketing "piggybacks" with something else that is going to be delivered anyway and will be thought of as a "bonus" or gift by the prospect.

Both online and offline small businesses can create and distribute product and service offerings very cost effectively through the use of coupons distributed to their niche market.

Coupons are generally seen as having great value, are welcomed over advertising that merely asks for a visit to the business during a sale, and are considered as a scarse commodity - there are only so many coupons printed and distributed at a time.

They also typically include a purchase deadline of some type which motivates buyers to make a purchase now rather than later.

Here are the layout and form ideas that others have used most successfully in coupon campaigns for small businesses:

If you've been doing business on the Internet for any length of time, you've undoubtedly heard the term "sticky" or "stickiness" used to describe the ability of a web site to engage it's audience.

If a site is sticky, it is one that attracts customers and keeps them at the site for unusually long periods of time. Sticky sites are a good thing!

Why? The reasoning goes that the longer you can keep a customer, the more apt that person is to eventually make a purchase and to make additional return visits.

Those that have followed this blog know that I am a huge proponent of doing whatever possible to spread the word about your business and products via public relations activities and press releases.

I've blogged on the subject a number of times. Why? Because a small business desparately lives and dies on other people's advertising.

By that, I mean that your business can languish in obscurity or rise to great heights simply by the press and acknowledgement you receive from high traffic and "trusted" online sites.

Marketing a small business can be a daunting task for the owner that has no previous marketing experience.

I was in that position many years ago and I remember having a constant struggle to come up with ideas or ways to market my business on a shoestring budget.

Yet, around a holiday it was usually easy to dream up a promotion of one sort or another based on that holiday's theme.

It's pretty easy and natural to promote a New Year's Kickoff, a 4th of July Firecracker Deal, or a Halloween Spooky Special.

Every small business owner wrestles with understanding how to increase his business.

The bottom line is this: "How do I bring additional revenue into the company?"

Well friends, you have just two choices: sell more or charge more.

Regardless of how complicated you try to make this puzzle, these are the only two things you can do to increase your business.

Everything else you do supports your ability to make additional sales or charge more for the products and services you sell.

Now comes the critical question: "What can the business owner do to increase sales?"

Here's a very powerful marketing strategy for every small business owner that has ever wanted to "force" his clientele to identify with him.

You realize by now the popularity and effectiveness of including stories in your ads.

Human stories, that is, where the personal emotions of pain, hurt, love, greed, jealousy, sorrow, joy, etc are particularly strong and aroused in the customer.

Gripping stories tend to break down barriers, engage customers, and humanize the sometimes sterile world of Internet business.

I have often been asked about the effectiveness of "buying" customer service in a small solo business. Solo owners want to know if putting forth the extra effort to become stellar at giving outstanding customer service will really increase their business bottom line proportionate to the cost of taking the time to rise above mediocre or "standard" and expected service.

There is no doubt that excelling at customer service carries a cost and every business owner must absolutely be keenly aware of all the costs associated with her business. But my feeling has always been that an owner can't afford to decide whether she will choose excellent customer service or not . . . that decision was already made when the owner decided to go into business!

You see, customer service is a mindset, a style of doing business, a method of operating that shouldn't be thought of as an added component to a business that can be turned on or off at the owner's whim.

In every business it is critical that both customers and prospects trust the business owner.

He must be trusted that he will represent his products and services in an honest and fair manner.

The owner must be trusted that he will live up to his claims of service, guarantee, and product quality.

The owner must be trusted with valuable personal information and honest use of checks or credit cards.

In a very real sense, the customer must find the business owner beyond reproach.

Often business owners unknowingly leave good potential customers turned away at their front door!

No business person would consciously make this mistake because new prospects who come calling on your business are the whole reason for your marketing and advertising campaigns.

But the way you greet and welcome your prospects could be turning some folks away from your efforts even before you realize it.

Most folks who are in business on the Internet and who own web sites have heard of "squeeze pages" or "landing pages." They are the initial spot where prospects "land" or arrive when they come calling.

These pages are shown to convert prospects into targeted potential customers because they have a sole function: to get the viewer to give his/her contact information so they can be called upon by the business.

When it comes right down to brass tacks, I would say every Internet business owner should consider herself or himself an information publisher.

It seems to me that all business web site owners need to be publishers of:
a) website information;
b) sales letter copy;
c) site content in the chosen niche;
d) products in digital or hard copy form;
e) blog content;
f) email communications;
g) customer service responses;
h) advertising / marketing copy;
i) articles and press releases;
j) probably other things I'm forgetting about ...

My point is, whether you consider yourself to be an info marketer or not, you really need to pay close attention to your publishing (i.e. putting it out on the net or in emails) and how it can affect your overall business.

Web sites should be designed to facilitate and encourage efficient and effective human-computer interactions.

Designers should make every attempt to reduce the user’s workload by taking advantage of the computer’s capabilities. Your web site prospects will make the best use of you site when information is displayed in a directly usable format and content organization is highly intuitive.

Prospects also benefit from task sequences that are consistent with how they typically do their work, that do not require them to remember information for more than a few seconds, that have terminology that is readily understandable, and that do not overload them with information.

Your site visitors should not be required to wait for more than a few seconds for a page to load, and while waiting, they should be supplied with appropriate feedback. Prospects should be easily able to print information.

In addition, designers should never ‘push’ unsolicited windows or graphics to users.