Small Biz Tips, Tricks & Trends
8 RESOLUTIONS TO LAUNCH
YOUR 2010 MARKETING PLAN
RESOLUTION #1: Compile a master mailing list of everyone from whom you'd like to receive new business. Your list should include your past clients, present clients, prospective clients, past referral sources, present referral sources and prospective referral sources. Mail to this entire list at least every 90 days. And since this is your in-house list, put Address Service Requested or another notice on the envelope so the post office updates the addresses when possible.
RESOLUTION #2: Write a new educational handout every month. No, it doesn't have to be a doctoral thesis. Just a one- or two-page handout that explains a few helpful tips to your prime prospects.
For example: If you work with lawyers who want dignified marketing, the first handout I created was called "7 Secrets of Dignified Marketing." By putting "dignified" in the title, the handout attracts the prospects I want, and screens out those who are not concerned with projecting a professional image. Then I offered the handout to lawyers in places I knew they would look, such as articles in legal publications.
I suggest you do the same. Write a handout that names your prospects in the title -- or qualifies your prospects in another way. Build it on a common theme, like these:
11 Secrets of (your subject)
5 Steps to (your subject)
14 Costly Misconceptions About (your subject)
7 Mistakes to Avoid When You (your subject)
When you complete your handout, send a mailing to your in-house list. Offer to mail or e-mail a copy of your new handout to everybody who requests a copy.
Also, mail a news release to the print and broadcast media outlets that reach your target audience. Announce your new educational handout, list its contents, and offer to mail or e-mail a copy free to anyone who contacts your office.
RESOLUTION #3: Write a detailed list of the services you provide.
On the same sheet, include your contact information. Next, write a brief cover letter stating that you welcome new clients and that you'd be grateful for referrals. Then distribute it to everybody on your mailing list. It's startling how often people think you don't want new clients.
A brief personal story: Right after I graduated from college -- (yes, a long time ago) -- I had the good fortune to meet one of the top tax lawyers in Phoenix. He took me to breakfast, invited me to his office, and could not have been nicer. He treated me as if I were the most important person in the world. For years, he served as my business lawyer, even though my business was small-time, for sure.
One day a business owner asked who my lawyer was and I told her. Surprised, she asked, "How did you get him to represent you?" I replied, "I asked him." She said, "I didn't know he was accepting new clients."
That's a common problem with success: Referral sources often dry up because they assume you have all the business you want. Yet, often, that's not true.
If you're accepting new clients, make sure all of your contacts know -- and keep them up to date on the services you offer.
RESOLUTION #4: Every month, find reasons to stay in touch with everyone on your mailing list. You might send your newsletter or a copy of your new educational handout. Ask them to pass it along to someone who is interested in that subject. Tell people on your mailing list that you accept new clients and referrals in this area of the real estate.
Also, you might include an article you saw in a magazine, or something you found on the Internet. You might invite your list members to a seminar, open house or dinner party. Or you might send a personal handwritten letter (PHL), a thank-you note, an "I was thinking about you" letter -- any reason that comes to mind for a personal contact. And yes, use your engraved stationery because it makes a striking impression. (Isn't that why you bought it?)
RESOLUTION #5: Every month, present one seminar to the prospective clients you want to reach. Select a topic that solves a problem for prospects.
You might offer: How to get your house sold. How to avoid foreclosure. How to cut settlement costs -- whatever is specific to the area of law in which you want to attract new clients.
Prepare a flier to promote the seminar. On the flier, display the title, explain the various points or problems you will discuss, add your photo and include your biography. Then announce the time, date and place of your program. Mail a copy of this flier to everyone on your mailing list.
Contact trade or professional associations, business groups or consumer groups that are made up of your primary prospects. Invite them to co-sponsor your seminar and ask them to publicize your seminar to their members.
Mail a news release to the print and broadcast media outlets that reach your target audience. Announce your new seminar, offer details about its contents, and invite interested persons to attend or call your office for more information.
RESOLUTION #6: Every month, write a query letter to your newspaper editor and offer to write an article about a particular subject. If the topic ties in with your new educational handout, mention the handout and offer to send it free by request to the publication's readers.
If your topic relates to consumers, send it to the consumer, family or lifestyle editor. If it's business related, send it to the business, financial or legal editor. Or send it to the managing editor, who will forward it to the proper person.
Editors like to have experts as sources for articles. I think you'll be pleased with the response.
Every month, write a letter to your local television producer and offer to appear on the TV news (or on a particular television show) with a subject of interest in the law. Make sure you point out how large the audience is that needs the information and how much they will benefit from it. Choose the show you approach based on the degree to which it reaches the target audience you want to attract.
If you want to learn how to generate articles and interviews, you might like my recorded seminar. Here's the brochure that describes my seminar in detail:
RESOLUTION #7: Compile testimonials from former clients, referral sources and professional colleagues. Nothing you do in marketing will help you build credibility as much as testimonials. Get them from everyone you know. Certainly, comments from past clients and referral sources are key. Still, a letter of recommendation from anyone in the community helps. Even if the person hasn't been one of your clients, he or she might attest to your honesty, character, integrity, stability, community involvement -- all things that result in prospects hiring you. (Make sure to check your ethics rules because not all state bars allow lawyers to use testimonials.)
RESOLUTION #8: Respond promptly and completely to all inquiries from prospects. (You'll be hard pressed to find anything that impresses prospects more than a quick response.)
Commend your prospect for appreciating the gravity of his situation. In most cases, the more your prospect understands about the seriousness of his problem, the more resources he will devote to correcting it.
Offer contact alternatives, such as setting a phone appointment to talk further -- or inviting him into your office where you can discuss his matter in depth.
However you handle new inquiries, do your best to respond quickly and completely. Often, the first agent who responds in a caring, respectful manner pre-empts replies from other agents and wins a new client.
Afraid to take the small biz gamble?
I too was in your shoes...
I began
Jules Management & Consultingin Washington, DC in January 2009, I had the same fears. I wondered how I would run a business. I had questions about where to begin, how much money I needed to invest, questioned whether I could pay my bills without a full-time job. Every conceivable doubt that I could have, I had. Yet, what motivated me to action were three things:
(1) The buzz in DC about President Obama's Inauguration
(2) My Unemployment Check ceased (I was laid-off)
An entrepreneur in his own right, this Atlanta-based celebrity photographer was seeking photographers in DC for several inauguration parties. I told him I could do it. No idea where to begin. I projected confidence and he took a chance on me, without meeting me. So, I figured at the time, "If he believes I can do this, I guess I can do it ." Thus, Jules Management & Consulting began. He is one of my most loyal clients since. But, it all started with a gamble, on his part. (Good thing it worked out, right?)
While my initial decision to start my own business was a gamble, the decisions that have followed have been anything but random games of chance. I have been fortunate to meet great friends, associates and clients
who have fueled my passion for marketing, added more insight to my knowledge base, served as excellent referral sources and from these relationships, we each continue to learn and grow. Surround yourself with good people.
Now, more than a year later, armed with a solid marketing plan, a clear brand strategy, proven marketing processes, a database and key targets, I feel poised to fully launch a multi-dimensional, multi-divisional marketing agency before close of the year. Until then I plan to help new and existing small biz owners "beat the odds" of small biz failure and win big. I know what it takes. I have already made the mistakes and I continue to make some. But, now I can help my clients pull together a strategy and bootstrap their operations to avoid similar traps in their small businesses - one of the riskiest investments a person will ever make. Your business is not for the weak, meek or faint at heart. My mantra is "Win big or go home!" I try not to make excuses and I accept none. Successful business owners are scared no more.
I love to help when I can, if you have a question, need referral to a reliable vendor or want to know how to meet the right people, email
jules@julesmgmt.com!
Small Biz Help:In need of expert business consultation? Pre-paid Legal Services helps to reduce the growing cost of legal representation for small businesses. Members get direction about issues related to:
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Marketing Tip:The Power of 8 - 8 Emails in 8 weeks...Looking to generate quick revenue? Schedule 8 weeks, gather the contact information of your "sphere of influence" (friend, family, colleagues) and each week, create a powerful message and send them an email with one message about your biz, which asks them to conside...r you for their business needs or refer you to their friends and family.
Depending on the size of your sphere, at the end of 8 weeks, you should have generated about 4 to 5 leads per 100 people.
www.julesmgmt.comProfessional Sales, Marketing and Business Consulting Services for Entrepreneurs, Small-Businesses and Non-Profit Organizations
Monday, October 19, 2009
Friday, September 25, 2009
It's late and I am attempting to meet one of my client's deadlines for delivery of market research on local logo and web designers in the area. But, I was absolutely dumbstruck by the sheer number of companies help with marketing and design in the DC Metro Area.
A marketing consultant owes a great debt of service to relationships with savvy printers, designers, graphic artists, web designers, photographers, videographers and event planners. I know I could not do my job without help from these invaluable resources. So, from time to time I will note the names and contact information of local vendors that you can refer to if you need to create polished, professional and SAVVY printed, marketing documents.
So, I ran across the following list of printers in the Washington, DC area and wanted to share the names of these companies with you. I have no personal or professional relationship with any of the companies. Nor do I have a recommendation for the printing company you should use. But, I do recommend that as a savvy business owner or entrepreneur that you go out and get multiple quotes. Remember, be specific and negotiate!
Here you go! Please feel free to reply with a printer that I did not mention, but that you personally recommend:
See my list of Local DC Printing Companies:
May 30, 2009
Designers from across the globe, as far away as London, England are scheduled to compete in the 1st Annual African Designer and Model Competition, which aims to create a unique business platform for fashion designers, fashion professionals and recessionistas who still want to take on the world – in style!This exciting show has been lauded by fashionistas, trendsetters and the media for its innovative concept and ingenious flair for social media networking to bring couture, African fashion to the masses!
Designers and models will share the runway and compete to win: cash prizes, a feature in (2) major African publications, and an exclusive interview with Africa in Demand! Expect a show by "Project Runway's"Liberian designer, Korto Momolu!
And, that’s not all - vendors are registering at break-neck speeds for the opportunity to display retro African designs and textiles, high-tech gadgetry, exotic and antique African jewelry, designer goods and custom handbags. Food, wine and cocktails will also be available.
February 3, 2009
Mills Building Barbershop@ 1711 G Street, NW, Washington, DC hires Jules Management & Company for retail marketing consultation and business development plan.
Rocky Garnes, owner of Old Mills Building Barbershop hires Jules Management & Consulting to provide sales strategy, retail consultation, product strategy and event planning consultation. For more information, please email Jules: jules@julesmgmt.com!
January 30, 2009
Canopy, a green roof company, hires Jules Management & Company to head their brand development and marketing strategy efforts.
Sarah Murphy, President of Canopy and horticulturalist, provides Canopy's landscape design and creative green roof designsto improve the look, feel and environmental impact of roofs and gardens across urban cities everywhere.
For more information, please visit their website: greenroofcanopy.com!
INAUGURATION WEEKEND EVENTS:
January 20, 2009
President Barack Obama becomes the 44th President of the United States!
TeamBBC.com held one of many celebratory events at The Park on 14th Street in DC to celebrate President Obama's ascension to the highest office in the country!
Jules Management & Consulting and ExclusiveAccess.Net DC were invited by Adrienne and Team BBC to cover the top-notch celebrity events at LOVE nightclub and The Park! Photos available at teambbc.com!
For more information about future events or bottle service, please visit their website!
January 16, 2009
Neyo and his non-profit, The Compound Foundation held an inauguration event at the House of Sweden in Washington, DC. Jules Management & ExclusiveAccess.Net were there to photograph the event. Both Compound Foundation and the Carmello Anthony Foundation received $10,000 checks in support of their foundation, from Perennial Sports and Entertainment. The event was attended by Washington Redskins Player, Lee Torrence, Carmello Anthony, his fiance LaLa, formerly of MTV and of course, NeYo.
ExclusiveAccess attended on behalf of Jamahl King and S.T.E.P.S. Event Planning firm in Atlanta, GA. Please visit their website at http://www.stepsevents.com.
Friday, January 16, 2009 join Ne-Yo, the Compound Foundation and other celebrities, in Washington, DC, as they invite Howard University college students and neighborhood community members to bowl in celebration of Barack Obama's historic inauguration.
Jules Management & Consulting has been picked to manage the strategic marketing, event coverage and market expansion initiatives of Exclusive Access, Inc. in the Washington, DC and Baltimore areas. (December 24, 2008)
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