Are You Using a Chess or Checkers Small Business Marketing Strategy?

Until the day I learned to play chess I loved playing checkers. Both games require a strategy that maximizes a player's ability to capture her opponents pieces without first losing her own. Checkers was fun. But the complexities of chess lead to more satisfying victories and defeats.

Chess is a more complicated game than checkers as there are more variables. Therefore, much more thought and concentration is required to win a game of chess than is required to win a game of checkers.

Like chess, marketing your business is a complicated endeavor. A successful chess player anticipates future moves and will position his pieces in such a way that each piece helps add strength to other pieces already in place.

A successful marketing strategy is no different than a winning chess strategy. Every move you make must reinforce previous and future moves. Instead of rooks, bishops and queens the moves made in the game of marketing are made with advertisements, web sites, marketing messages, brochures and so on.

As a small business owner you don't risk losing pieces to your opponent you risk losing business to your competitors.

Great chess players have a strategy that helps them win with consistency. Here's a marketing strategy you can use to consistently win new business.

Focus Your Marketing

Target your market with a marketing message that speaks directly to the population you serve. A marketing message is a phrase or sentence that clearly demonstrates who you help and the problems you solve.

Develop and use your marketing message as often as you can. Doing so will help get your business get noticed by those most likely to buy from you. Use your marketing message in your marketing materials, your website and any and everywhere your business comes in contact with potential clients.

Effective use of a marketing message can be a small business owner's best friend. A good one will work hard for you to generate new business and will never ask for anything in return.

Inspire Action

Once you've used your marketing message to grab hold of your prospects' attention, be it at your website, after reading one of your ads or an article you've written, be sure you clearly instruct them to take the action you want. It doesn't matter what the action is as long as it requires them to provide you their contact information so you may continue marketing to them.

Offer something useful and free in exchange for their information. Give away free recipes if you're a caterer or tips on designing bouquets if you're a florist. Just be certain to give clear directions about what should be done next to move your sales process along.

Build a Relationship

After you've successfully culled from your prospects' their contact information it is now time for you to develop a relationship with them. The nature of the relationship you develop should be one that makes it clear that you know your prospect is out there, that you understand your prospects' problems and that you can help solve your prospects' problems.

Common methods for developing relationships with prospects are distributing articles, publishing an ezine and conducting surveys. Be sure to include your marketing message with every article, ezine or survey.

Over time you will become the obvious solution to your clients' problems when they decide to take action to solve what concerns them.

Move Your Marketing forward

Using each of the above methods will help you position your business much like a champion chess player positions his pieces. In the end victory and more sales will be yours.

Copyright 2005, Jeremy Cohen and Better Marketing Results

The author, Jeremy Cohen, helps small business owners and professional service providers attract more clients, grow their business and be more successful with his marketing strategy and web site enhancement service and his marketing guides. Get his free marketing strategy guide : Jumpstart Marketing: More Profits, Clients and Success at: http://www.bettermarketingresults.com/

In The News:

INL Helps Small Businesses  Idaho Falls Magazine

Public Relations: Antidote for Small Business Failure

When small businesses fail, the wreckage is often assigned to... Read More

Top Ten Tips for Leveraging Conferences for Big SUCCESS!

As I am preparing for my attendance to the CoachVille's... Read More

Your Business and the Story of a Tree; Part One

This morning, I went to take a short walk outside.... Read More

5 Tips for Hiring a GREAT Bookkeeper

Bookkeeping?the "dreaded" word is something we all have to worry... Read More

Getting City Contracts; Local Government Contracting

All cities have a purchasing office and/or a procurement officer.... Read More

Solving the Late Paying Customer Blues

Nothing can drive a business down faster than customers who... Read More

Where Can I Get Clients From?

The following tips have come from a wide variety of... Read More

10 Cardinal Rules for Business Growth

After over 30 years of participating in hundreds of businesses,... Read More

A Day in the Life of a Self Employed Professional

It's Monday morning and Connie the Consultant sits in her... Read More

How To Get Slightly Famous in Print

Early in my career, I wrote an article for a... Read More

Effective Customer Interviews Make Life Much Easier!

One of the critical success factors for service-related businesses is... Read More

The Game Plan ? The Difference Between Small Business Success And Failure

It is an American dream to own a business. But... Read More

A Look at Small Business Incorporating in Florida

The choice to incorporate a small business in Florida has... Read More

Consistency Builds Trust

You know your prospects need what you sell. You know... Read More

Power Tools for Business

How do we keep track of our business deals?If you... Read More

FTC Adding to the Franchise Rule

Last summer the FTC put forth a report and then... Read More

The 5 Habits of Highly Successful Small-Business Owners

Have you ever wondered what the difference is between a... Read More

Small Business Success: Thriving During Change (And Landing On Your Feet!)

If I had $1.00 every time I heard someone say... Read More

Buy a Flower Shop: Serious Considerations

You've always liked flowers and you think the idea of... Read More

Have You Thanked Your Competitors Today?

Competition in the business world is often viewed as a... Read More

Do You Make These 7 Deadly Cash Flow Mistakes?

Managing cash flow is every small business owner's most important... Read More

3.5 Million People And A Possible UK Home Business Opportunity

Has this ever happened to you... 'John, you have a... Read More

Mobile Detailing Expansion Considerations

Expanding your business requires you to take a good hard... Read More

25 Valuable Phone Numbers For Small Businesses Success

Starting and growing a small business can be a daunting... Read More

The Key To Success - Choose The Right Partners

Do you promote yourself as offering prompt, reliable and quality... Read More