Smart Marketing Can Double Sales

Owner of Grace Publishing, an online and print magazine company, likes to say there are three keys to creating unstoppable momentum for your business:

- Clarity
- Congruency
- Consistency

Clarity means discovering what you are designed to do. We can help you do that by identifying your greatest strengths and advantages.

Clarity gives you realistic expectations for business, which are often much higher than you presently expect. For example, a Jeep and an Indy racer are both cars, but designed to do very different things. You wouldn't expect a Jeep to be competitive in the Indianapolis 500. Nor would you expect the Indy racer to negotiate a logging trail. They are designed for different purposes.

So too it is with businesses. Clarity allows you to have realistic expectations of what you can and can not do.This is the same concept that drives advertising. You wouldn’t expect a coupon clipper, or local newspaper ad, to build your business’s image, and attract people who are not looking for bargains. Nor would you expect a newspaper to have the ability to reach the number of people that an online ezine has the ability to attract.

It's one thing to know what you are designed to do. It's another to do it.

The only thing that stops people from pursuing their full potential is lack of knowledge:.

FACT:

• 60% of all people who are linked to the Internet buy from the Internet

• Almost 100% of all educated, established professionals and business people, (with disposable income) consider a computer as a necessity – even those who do not own a television.

• The shopping trend of people using the net to shop and compare products is doubling every few months.

• Online regional magazines have already proven they are powerful advertising tools for small businesses with low advertising budgets.

The simplistic definition of congruency; How things relate to each other, interact to each other, and are dependent on each other. When it comes to congruency, you may need to make some adjustments. Most will be incremental, but some may be radical, such as changing the way you advertise and the type of people (demographic) your advertising targets. The goal is to spend more time and money attracting the right type of customers.

Many small business owners are caught up in the numbers of people who will see an ad, not whether those people are actually shopping for their product, can afford their product, or are even shoppers at the moment they see the ad.

Maximizing the number of shoppers who have money that see your ad, and minimizing the cost of attracting those people is where performance and satisfaction both peak. This is the secret of magazine and ezine advertising – the customer asks for the magazine or ezine, eliminating the ‘intrusive factor’ in the publication’s advertising. Or, to put it in publisher terms; The ads become the content of the publication, not an add on.

Consistency means staying with it. Have you ever been caught in traffic in a large city? You accelerate as the light turns green, only to stop at the red light on the next corner. This pattern of starting and stopping repeats itself over and over as you make your way to your destination.

It's impossible to gain any momentum, which results in both lost sales, and higher expenses. The problem most small business owners have falls in their choice of advertising. Many small business owners choose their advertising based on three beliefs:

These two elements, consistency and congruency, can take a small business to the next level, and can be used by any work at home business to turn a passive stream of income into a viable wealth-generating business.

By: Mark Walters

Article Source: http://www.directorys.uniquearticles.info

Mark Walters is a third generation entrepreneur and author. He offers free training and investing videos designed to speed you towards financial independence at www.CashFlowInstitute.com

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