Business Alone

I know many would-be business owners are caught up in the dream of solo business.

They envision themselves as enjoying lots of money as the fruit of their efforts.

They see themselves as being the "boss" of their own lives.

They fantasize about working when they want, doing what they want, and being accountable to no one.

They sometimes are so desperate to begin their new life they don't properly prepare for what is ahead of them.

They don't think about the extent of the commitment it is to leave a paying job and begin a new business venture that is untested and untried.

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.

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.

Everyone that goes into business as a solo operator needs to develop a certain amount of "creativity" or non-traditional thinking. Why?

Business in today's world is extremely competitive, full of dime-a-dozen copycat boring companies that survive marginally (or not at all), but always willing to reward fresh thinking combined with outstanding execution.

You don't have to be creative in the sense that your ideas are revolutionary or Nobelian.

In fact, my definition of being creative, in the business sense, might go something like this: the ability to transcend the usual thinking and commonplace practices of most businesses.

You don't have to have one-in-million ideas; you just need to discover ways to add value, merit, worth and importance to your business, especially in the eyes of your targeted customers.

I recently came across an article that gave some specific proven advice about launching a new web site. The steps explained were simple and straightforward. I don't remember where I saw the article, but I did make a copy and thought I would summarize it here for you.

The title of the article was: "Launching your Web Site the SEO Way" and it was authored by Paul Fleming.

First of all, you web site needs to be SEO friendly - no flash, no frames, judicious use of images and graphics.

One of the most important things you can do for a new site is to begin building the incoming links to your site from outside, trusted sources. This process takes time and will be something you need to pay attention to always.

Try to get links from sites with a page rank above 3. Here is a directory that offers good links, both paid and free. It's a good place to start.

Other candidates are Wikipedia (Page Rank of 9), Yahoo! (Page Rank of 10), Superpages.com (Page Rank of 8) and Dmoz.org (Page Rank of 9). It may take some time (especially with DMOZ), but a link from any of these sites would be wonderful.

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.

I cant' overemphasize the notion that the most successful business owners are the ones that become "students" of small business and especially, their own business model and niche.

What does it mean to be a student of your business?

Some who go into business become so focused on the daily routines and operations, they never take the time to study and learn about doing business in a more efficient and effective manner.

I've seen a vicious cycle, a treadmill that catches business owners in a kind of "time warp" or trap. The owner starts running on the treadmill and can never seem to jump off.

He finds himself running faster and faster to keep his business afloat as he becomes more successful, but he's never able to slow down, catch up, and he can't jump off.

More than anything else, marketing your business and your products effectively will make or break your company. Read that again.

If you are not able to attract prospects to your offerings, whatever they are, you won't be able to generate income and your business will die.

Too often I hear online business owners saying something like, "I don't like to sell, I just want to develop my products" or "My products are great and they will sell themselves."

One of my favorite mentors (even though I have not personally met him) is a gentleman by the name of Seth Godin. He was formerly the Direct Marketing Vice President at Yahoo!

I call him a mentor because I feel his direction and guidance have helped me immensely in my business career. He keeps in contact with his readers through his popular blog found HERE .

Seth is also a prolific writer and a creative genius when it comes to understanding human behavior in the context of online marketing psychology and how companies can be successful as they develop relationships with their customers.

Many businesses are simply little fish in a big ocean, swimming and scurrying about hoping to be noticed or "chosen" by those customers that want what they have to offer.

That is no way to run a business.

Getting noticed involves a lot of positive, pro-active, and planned steps that lead to incremental wins or successes. Typically, the process of being noticed and spreading the word about your products is an expensive and drawn out affair.

But there are things you can do every day in your business to create "buzz." And according to author Richard Laermer, in his great little book Full Frontal PR, this one characteristic of your marketing (creating buzz) is often the difference between success and failure in your total effort.

Can you imagine the satisfaction, pride, and profitability you could enjoy if your solo business was something very extraordinary?

Most businesses online these days are comparatively bland. They sell products and services that are accepted by customers and the companies for the most part operate as mirror images of one another.

But once in a great while, a business elevates itself to the apex of its niche because it is so radically different and remarkable as to be incomparable and considered in a league of its own.

There is a huge amount of talk and banter these days about niche business and the necessity to focus your efforts in very targeted segments of your market sector.

There is a lot less open talk about what it means to position your business in a certain way or stance and how to do it within your specialized niche.

"Positioning" very simply refers to the choices you will be making about how you desire your business to be viewed by others. You will be determining your positioning either consciously by the actions you take, or automatically if you don't do anything to influence your position.

You business positioning differentiates your company and brand from others in the same niche, your competitors, by:

Malcolm Gladwell, a talented and observant staff writer for "The New Yorker," has written a little book that you, the entrepreneur, should read as part of your basic small business education.

Here are the details:

The Tipping Point: How Little Things Can Make a Big Difference
by Malcolm Gladwell, Feb. 2000, 288pp.

Gladwell understands human behavior and social trends that have shaped the American economy and influenced the business world so profoundly.

If you're a businessman, an advertiser, customer relations specialist, product developer, or web site owner, The Tipping Point holds many nuggets and gems that will influence the way you view your job and execute your mission.

Late in 2005 (December), several PR experts gave presentations at the Utah Information Technology Association's (UITA) gathering that was labeled: "PR Tips from the Trenches."

I was quite interested in the event because of my belief that public relations strategies are:

(1) often ignored by small solo businesses,

(2) assumed to be too expensive or too complicated and out of reach of the "little guy,"

(3) seen by small businesses as exclusively the tools or resources of the large and well-connected companies,

In 2005 I purchased and read Seth Godin's latest contribution to new age business thinking and culture and immediately was struck by it's logic, practicality and seemingly correct vision of how we must sell our products and services now and in the future.

Seth Godin's book, called All Marketers Are Liars - The Power of Telling Authentic Stories in a Low-Trust World, is a fun read and certainly challenges traditional thinking about marketing products and services.

According to Godin, successful companies will be those that invent good products worth talking about and then come up with good, believable stories about what they've invented.

Godin writes, "Make your story bigger and bigger until it's important enough to believe."

Another book that I like to recommend to entrepreneurs and existing small business owners is The Wisdom of Crowds by James Surowiecki, a columnist for The New Yorker magazine.

It was published in May 2004 and has 320 pages. The subtitle is: "Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations."

That's quite a mouthful and suggests that there really is wisdom, influence, and, in particular, power in the thinking and opinions of the masses, either to the benefit or detriment of every society, organization, and economy in the world.

Today's solo business owners have an amazing array of tools at their disposal to share their story and their wares with customers compared to days bygone.

Now I'm not an expert in the use of this strategy by any means, but I'd like to mention to you one tool that is easy to put your hands on, and learn how to use, that will open the door to greater customer loyalty and put your web business in front of a growing audience.

I've always believed that business owners should stay on the leading edge of technology available to businesses in order to profit from new advances and efficiencies.

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.

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.

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.

One of the greatest secrets to successful solo small business seems to escape many entrepreneurs.

If you are one that can't see the handwriting on the wall, I hope you'll take a lesson from this post.

Here is the secret: women drive most of the purchasing decisions these days, both online and off-line.

Now if you're a small business owner and are paying attention to the profiles of your buying customers, you will have recognized this trend a few years ago.

But it's still surprising to me that so many web site owners never seem to cater to ladies in their business or at their web site.

It's really an important question because every one of us are placed in daily situations where we need to sift the buying decisions thrown in our faces into separate piles labeled "Hype" and "Fact."

Well, our decisions really aren't that simple.

We probably also have piles of offers and advertising we've labeled "Maybe," "Not today," "When I have the money," and "I know my spouse will kill me, but..."

There two problems with "hype."

Before we get to today's post, I want to wish each of our readers a very Merry Christmas and a Happy New Year! Take some time off today and enjoy the holiday with your family - I'm going to do just that since I wrote this post yesterday!

When the Internet was new and online business owners were jumping on the ship right and left, there was often the feeling that all a business owner needed to do to have a business was put up a web site, add a product or two, and the sales would begin to flow.

Yes, I'll remind you once again of that worn out phrase that everyone else quotes to describe this erroneous thinking: "if you build it, they will come."

Online business owners now understand that phrase is a lie.

I did a little experiment myself that proved the point to me in very real terms. Two years ago I set up a little web site with it's own domain name, some content, keywords, etc.

I asked visitors to register at the web site (for free) to get my newsletter with lots of great benefits. I even offered a bonus worth a legitimate $300 merely for signing up and there were no other strings attached.

I mentioned in an earlier post that I thought press releases were one of the most effective yet misunderstood tools the business owner had at his disposal to market his business and drive targeted traffic to his products.

No one ever taught us how to write a good press release!

The single most important rule to remember is to focus on the wants of the reader. Write what the viewer wants, what will make him happy, save him time, or solve a problem he has.

Forget what you (the business owner) want. It's not about you.

In addition, here are some simple suggestions to boost your copywriting effectiveness and increase your chances of having the release published:

Press releases are one of the most effective yet misunderstood tools the business owner has at his disposal to market his business and drive targeted traffic to his products.

Here are a few simple suggestions to boost your copywriting effectiveness and increase your chances of having the release published:

6. Leave 'em hanging. One technique that is effective in getting press release viewers to head to your web site is to offer part of a story or a list but tell the reader he can find the remainder at your web site, at such and such address.

You build some curiosity and maybe a little suspense in not giving all the good details right then and there.

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.

I think this is an important question that every entrepreneur needs to ask of him/herself. I'm not talking about turning a dollar bill into coins.

You've probably noticed that everything related to Internet business changes quite rapidly. It's business at the speed of light, so to speak.

Your niche market changes and morphs over time as new innovations come on the scene and old traditions die out.

You targeted customers change. It is a rarity nowadays to keep the same customers as regular purchasers at your site for more than a couple of years.

If you were to ask me that question face to face, I'd probably do a double take and say something stupid like, "You have an advertising budget?"

You see, most small solo operators that I know begin business on a shoestring and a prayer. They spend as little as possible on their business in the hope that they can begin to grow revenues and extract operating income from that stream.

It usually makes more sense than maxing out a credit card with the hope that the new business revenue will service the monthly debt until the card is paid off.

Often, a business owner will have no specific marketing plan in mind. In fact, he may simply try to get the largest bang for the buck that he can buy.

I've often spoken and written of the accelerated pace of business on the Internet. Online, everything moves quickly and changes happen almost overnight.

It seems products, businesses and the strategies used to reach customers are here today and gone tomorrow.

Press releases and the way businesses keep in the public eye have also changed significantly with the speed and open access of the Internet.

Just a few years ago, press releases were confined to a very predictable format and were used to relay certain kinds of company highlights and events to the mass media.

Today, things have changed and press releases are nothing like they used to be. Here are some of the changes:

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, indeed, the Internet is a great information highway with traffic, data, digital goods and services, and communications whizzing back and forth at the speed of light, it would be worth the effort for every business owner to create as many links to that highway as possible.

Think of these links as little roads that feed a tiny portion of this traffic back and forth between your small business and the super highway.

Every business connects itself (or should) to the highway traffic. Some do a great job of it and others don't. Each owner determines for his business, both the number roads leading in and out and the ease with which those roads are found by passers-by that have an interest in this side trip.

Many will say that the wealth of resources we have in the United States has allowed this country to step to the forefront of new product development.

They speak of the financial, educational, and natural resources found in the U.S. in abundance as the reason for our world leadership.

When you think about the young age of this country (230 years) compared to other geographically large countries throughout the world, it's quite amazing that the U.S. has taken such a leadership role.

According to a recently released study, over 50 percent of U.S. annual GDP growth (gross domestic product) can be attributed to increases in our innovation.

Regardless of the size of your marketing budget, there are some business principles that should guide what you do, when you do it, and how you bring together the various elements of your business marketing.

The tendency for many new small businesses is simply to strike out and begin spreading the word about your product or service in a random hodge-podge manner, jumping from this to that depending upon where you think you'll get the most bang for your effort.

Your marketing "plan" has no real thinking behind it . . . you just figure the best you can do is to spread the word as quickly as you can to as many sources as you can and hope for the best.

Now that game plan certainly beats doing no marketing at all, but it lacks the leveraging power of a unified and comprehensive approach that ties all your different marketing efforts together and cements your brand in the minds of your customers.

In the previous installment, we discussed some basic business principles that should guide your Internet marketing campaign.

They will help you to know what you should do, when you do it, and how you bring together these various elements or activities to accomplish some solid and powerful small business marketing.

The first two "Rs" were recognition and recount. Here's the third . . .

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:

Over the years I've been watching and participating in small business development, I've noticed that the successful businesses tend to be the ones that are driven by an owner that knows how to execute a plan.

The successful owner may not be overly intelligent, have a cutting edge business idea, or the latest technology infused in his business.

The successful owner doesn't have to be too creative or even a great writer.

Often, this is simply the guy that knows where he wants his business to go and he executes the plan consistently over time without a lot of distraction.

Here are ten not very creative ideas to try in your business if you want to be noticed as standing apart from the crowd.

Before we get to today's post, let's take a minute to remember the victims of the September 11th tradgedy of 2001. It's hard to believe that it's been six years since we endured that nightmare.

Let's remember what has made our country strong and each do our individual part to continue that heritage of courage, hard work, and a never say die attitude - each an important trait for small business owners.

Okay, we'll move on.

I've been thinking a lot about Internet real estate and branding, and whether they are important undertakings of solo business. I've been asking myself questions like:

- Is it worth the effort and expense for a small business owner to try to establish a brand of some kind for his business?

- In the Internet world of big corporations, net real estate has increasing value. But does that same concept apply to small businesses as well?

- Is there a way for a solo business owner to add value to his property beyond the value of the information he publishes at his web site?

One of the great advantages to operating a solo business is that you, and you alone, control what transpires in the business. You make all the decisions, you set the rules, and you alone reap the business spoils.

Solo business appeals to many people, not because they're anti-social or paranoid about taking on business partners, but because they see distinct advantages in the lifestyle and daily routine of the owner/operator. Many prefer to work at home, work from a laptop, or enjoy the autonomy that a solo business provides compared to the "impersonal" nature of corporate society.

But for all the advantages of the solo business model, there is one distinct disadvantage that surfaces for some operators. It is the fact that some become so engrossed in their business that they never step out of it to check the reality of what they're doing and to look around and see what else is going on within the market.

A friend of mine that worked radio and even a little television, but now owns a very successful Internet marketing business, once confided in me, "The trouble with business marketing is there's just too much of it!"

Oh, how true it is. The reason we all have to work so hard at our marketing is the fact that all of our competitors are working hard at theirs.

If you want to be heard, you must speak up! But exactly how you do that depends upon your business, your skill, and your customers. Let me explain.

Typical mass marketing where fast food restaurants, brewing companies, and auto sellers spend their gargantuan media budgets, is a continuous barrage of one ad message after another, each one intentionally shouted louder than the first in hopes of catching our attention.

I'm convinced that press releases are one of the most misunderstood tools a small business has available to tell its story and drive targeted traffic to its web site and products.

But industry surveys show that the vast majority of all press releases (some estimate the number to conservatively range between 90 and 98%) from small businesses never get past the desk of the editor. Why is that? Don't editors want good releases?

Of course they do. There are a variety of reasons why a release isn't accepted and subsequently published, but the main reason given most often by the editors questioned has to do with the copy that the author submits.

You see, authors write in an effort to put the best light or spin possible on their business or product. In other words, they write from the business point of view, usually with a marketing slant or focus.

Just a few years ago, solo business owners took advantage of the fact that they could market their goods and services online all across the continent.

They lauded the fact that a small time business owner could now effectively compete with other businesses around the country because the Internet removed their geographic boundaries.

But in today's economy, such thinking limits the opportunities you have coming at you from all around the world. Because Internet business is still in its infancy, it's not too late to at least start thinking about gearing up for global business, even if you're just a Lone Wolf working from home.

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.

Do you remember that line from radio and TV advertising of yesteryear?

You don't hear it so much anymore, but sponsors remain an important part of many companies today, both private for-profit and non-profit.

Have you ever stopped to think that your little solo business may have the opportunity to reach a lot of potential customers by becoming a sponsor?

Here's what I'm suggesting:

Don't mistakenly believe that corporate press kits are something reserved for the "big boys" of the business world!

Press kits can be prepared and distributed by any company and they are a great way to get some positive publicity for your solo business.

The idea behind a press kit is to present the media with information and facts about your business in a way that will make it easy for them to publish your story.

You're trying to give them exactly what they would want to see if they were coming to you on their own looking for details about your business.

As the name implies, an advertorial is a cross between an advertisement and an editorial.

So why should you use this strategy in your sales process?

Some marketers claim that advertorials pull up to 5 times better than regular sales ads.

They say that the public is fed up with most regular advertisements penned by over-zealous copywriters that exaggerate claims and specialize in making products and services seem to be something way more than they really are.

There's a very interesting phenomenon that often takes place in small business environments that to some extent can be predicted.

Solo businesses that roll along from day to day and week to week, never trying new methods or strategies, never experimenting with radically different systems or marketing, can be pretty much assured that their results will remain steady and predictable.

I have noticed that it's at times of greatest change and upheaval that some businesses make their greatest leap forward.

In essence, the business owner decides to depart from former or traditional ideas and methods and strike out in a new direction, or with a completely different approach.

There is a simple and very straightforward way to engage your prospect in the conversation, or in your advertising, or your web site, or your email.

Savvy marketers have used this technique to grab the attention of casual on-lookers and passers-by when other copy and narrative tactics simply fail to produce the results that the owner expects.

Here's the simple technique: State your title or headline in terms of a thought-provoking question and include the word "you" so that it grabs the viewer and demands a response.

Most folks are followers. They're like sheep in some respects - they wait in line to get behind a leader, a pace setter, or a spokesperson.

Many of these people could be the leader themselves, except they would prefer to stay out of the limelight, the public eye, or the position of attention.

Some people prefer not to lead out because they fear others will think they're fanatical, or after attention, or that they have a big ego.

Still others don't want to expend the energy, commit the time, or put their reputation on the line for a cause.

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.

If you've read any of the material I suggest about marketing a small solo business, you know that I am a firm believer of very targeted marketing to customers that have shown an interest in your business or products.

I don't like the "shotgun" approach where you blast away at any live body hoping that a certain percentage will have some further interest in your message.

It just doesn't make sense to do that and in an age where spam and interruptive advertising is so common. You (your business) are likely to be labeled something that you don't want to be.

Wouldn't it be great if you (and your solo business) were on the Rolodex of all the local and regional newspaper editors?

Would you like to have the Chamber of Commerce and the local Small Business Development Center calling you whenever they needed material for a story?

Most small business owners don't have the luxury (and the serious advantage) of being a household word around local community business circles.

In fact, many owners disregard the media altogether thinking that they will never be contacted or receive publicity because no one cares about their business.

Once you leave the corporate world (or any kind of job where you're an employee for someone else) for the adventure of solo business, it only takes a day or two before you realize that you're standing naked in front of the world hoping that somehow others are going to notice your business.

You're naked because all of the props, network ties, and support infrastructure that typically come with a large organization or business are suddenly gone.

It's like standing on a street corner with nothing more than your naked self to give the world.

Yes, you can replace your props over time and focus the attention away from your own nothingness and exposure . . . but it will take time and a fair amount of effort.

In our previous discussion, we talked about the fact that a new business owner cannot rely upon "the corporation" to provide him with contacts, invitations to events and groups, company resources, credibility, etc.

When you strike out on your own, you're basically naked!

Here are some ideas to help you, as a solo business owner just getting started, develop your own business network and support system.

Here are some additional suggestions on ways to begin a business network of contacts and support if you are creating a solo business:

4. Leverage the resources and networks of others as much as possible. Whenever you locate a new contact person be sure to ask if they have other contacts that might be of interest to you and your new business.

Because your contact will most likely have been in business in this niche longer than you, he may know of additional networking contacts that he will share with you that could be a great resource for your business.

Both online and offline small businesses can create and distribute product and service offerings very cost effectively with coupons that are designed to do all of the following things:

1- Collect the name and contact information of the respondent,

2- Provide an incentive for the user to contact your business,

3- Brand your company and it's products (services) with your unique tag line, logo, and web site URL,

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:

Marketing your solo business with coupons can be a very effective selling strategy if you incorporate some of the time-proven and tested principles that other marketers have learned about this special kind of advertising.

Coupons can the open the door to better customer relations, more back door sales, and greater communication with your valued customers.

Here are a few more tips that will help any small business owner make his coupon campaign a success regardless of the product or niche he's in:

A friend of mine inherited a small gas station from his father.

The mechanic's blood (oil?) ran through the family genes I suppose as he and two of his younger brothers all worked for either car dealerships (in the service department) or garages in the area.

At the passing of his Dad, Trent decided to quit his job, take over the ownership and management of the business his father ran for many years, and see if he could make a go of being his own boss.

That was the response I got when I suggested this as one way a solo small business owner might spread the word about his company without spending a fortune on advertising.

The owner had a small consulting business (principally conducted over the Internet) in the human resource management field - he specialized in coaching mid-level managers and other mid-career white-collar employees in making job changes.

He was always looking for new ideas on ways to expand his clientele.

What I'm about to describe to you is an actual example of the creativity and ingenuity of a small business owner.

I am changing the names of both the owner and his niche because I am quite sure the owner wouldn't want me divulging this information about him or his business.

Nevertheless, this is a true story and one that you may or may not want to use as the basis of your own similar effort to get your business known and to drive more traffic to your web site.

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.

For a long time I've felt that the future of entrepreneurship in the United States is very bright. And contrary to many that feel this nation is headed toward an economy based on mega-corporations and giant conglomerates, I've always believed that the key to a strong national economy is a growing and prosperous small business sector.

Of course, an important element of small business is the solo entrepreneur, the one-person company that thrives in a very narrow and focused niche with a business built on the delivery of fresh and detailed information.

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.

How many ways are there for a small business to fail?

Don't try to count them . . . life is too short as it is . . .

I want to talk a bit about one of the dangers of solo Internet business.

I have always preached the message of niche specialization for the solo business owner. I say you should dig down deep and become an expert in a very tightly focused market.

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.

Some of you may have seen this on MSN recently, but I thought I would share my synopsis of it anyway for those interested in the "wants" of Internet users.

CNET's Download.com is a library of free and free-to-try software programs and applications for Windows, Macintosh, and handheld devices. It began 10 years ago with 3,000 titles and today has over 30,000 potential downloads.

Here are the TOP TEN DOWNLOADS over the past 10 years:

Did you know there are ways to see what buyers are looking for at any given time online?

The information is free. Smart marketers and product developers ought to keep an eye on the buying public and their wants. Understanding "demand" is one of the pillars of Internet marketing and product creation.

CNET's Download.com is a library of free and free-to-try software programs and applications for Windows, Macintosh, and handheld devices. It began 10 years ago with 3,000 titles and today has over 30,000 potential downloads.

Today's post is a bit of rambling about a principle that all of us seek and can, at least to some degree realize, regardless of how our business endeavers pan out.

Of course, from the title of this post you know the principle in mind is that of SUCCESS.

Whether or not you feel that you are a success really depends upon how you define and measure results that you consider to be successful.

Whether in business, life, in your marriage, in your relationships with family and friends, or wherever your "counting" takes place, the level of success you reach is often determined by the standards you set.

Yes, bumper stickers have been in use for a very long time. In fact, they continue to be an excellent strategy for small business because the cost of employ this strategy is minimal but the exposure it can give your business can be great!

Who doesn't notice and read unique bumper stickers?

Yes, there are many boring, ugly, and hard-to-read bumper stickers. The impact that these stickers have can be minimal.

But circulate some fresh, eye-catching, humorous, and outrageous bumper stickers for your business and you may just unleash a wonderful branding and marketing campaign!

Who hasn't received a mailer that included an offer to purchase a product or try a service with the stipulation that all you have to do in order to activate the offer is peel off a pre-printed label and stick it in the box marked "I ACCEPT" and then send it off in the mail?

Direct marketers send millions of these post cards or printed coupons everyday and have been doing so for many, many years. Why?

Simply because they get response!