Although it may seem a no brainer, it bears saying: Do nothing to advertise, market or promote your business, and no one, except family and friends know your business exists. And while it's true your bricks and mortar business will receive a certain amount of walk-by business, or if online overflow from similar businesses, it won't be enough to create profitability. Or provide your business with the solid foundation it must have to succeed.

Lisa, a former business neighbor of mine was a gifted artist. She set up her art gallery and hung up the 'open' sign, expecting the community to beat a path to her business door. She did absolutely nothing to advertise and promote her business. And within 8 months, she was forced to close her business doors.

With no advertising or marketing, Lisa's gallery had few customers; she often went days without sales. So it didn't take long for her to become discouraged and close. In retrospect, what simple strategies could she have used to successfully advertise and market her business?

Focused Advertising:

Before opening her business doors, Lisa should have done some research to discover who her market was. What type of person would buy her art? How much did they usually spend on art? How often would they buy? What new art would they be looking for? What's the best way to reach them? Once she'd determined this, a simple, focused advertising and marketing plan could be developed, to reach this specific group of buyers.

Focused advertising, to your specific market, brings more of the type customers your business needs to become successful and profitable. Industry experience repeatedly proves - directing your efforts to your own unique market brings the most responses to your advertising efforts, bringing you the most "bang for your buck". With regular advertising and marketing, Lisa would have begun developing a loyal customer base who bought and bought from her. Eventually creating the solid foundation every business must have to succeed.

Another plus, of focused advertising, is your customers not only like and want your products and services -- they can afford to purchase them. A customer isn't really a customer without the money to buy. And while you'll always have a certain amount of visitors and lookers, some who'll eventually buy, your main efforts should be concentrated on those whom you know will buy from you.

Customers who like, want and can pay for your products or services will likely pay, whatever price you charge, to have them. And those customers will still buy even when you raise product or service prices.

In short, advertising to a focused market, a market who appreciates, wants and has the money to purchase your products and services, helps bring more qualified customers to your on or offline door.

Become a point of destination:

A business becomes a point of destination when they uniquely set themselves apart from the competition by giving customers a very specific reason to visit their on or offline site. And taking the time to become a point of destination can bring even more customers than those created by other means.

To become a point of destination you must have, or develop, a compelling reason why customers would take time to visit and buy from you. For instance, a particular type, or group, of items which can't be found elsewhere; unique products which need regular replacement and must be purchased from specific sellers; services noone else offers. Or, the surrounding area could make you a point of destination -- on the river, surrounded by beautiful, blooming gardens.

And make sure your advertising and marketing materials start out by presenting those very special products and services which make your business unique: the largest antique doll collection in the state; the only city-wide distributor for.......; all desserts made in our own on-site state of the art bakery; we specialize in hard-to-find....., for instance.

Be willing to invest in unique merchandise, products, if you don't have them. To invest in more, if you don't have enough. To add more customer services.

Viral Networking:

Today, when done regularly, networking is one of the most valuable yet inexpensive advertising and marketing tools your business can use. It's a form of what's called "soft selling". And it's viral, because it's an easy way to spread the word about your business.

Because networking is a gentler approach to making sales, it helps to develop trust. And nothing's more important than trust when you're in business. That trust will help you develop your #1 free sales force - people who know and trust you; and are excited about sending you referrals. Very importantly, these referrals will be pre-qualified sales. These customers have heard about your product, have a need for it, and the means to purchase it.

And in time, the people your #1 sales force refers, become your 2nd free sales force, also sending you referrals. Remember, networking is one of the best ways to develop new customers. Don't let your ego, or lack of time, prevent you from utilizing it.

Jean L. Serio 2007 Copyright 2007. Are you one of the 1.2 million women tired of working the 9-5 grind, sick of worrying about making ends meet. Starting your own business still remains one of the best strategies for providing you financial freedom. Discover how to start your business today, with your own simple, step-by-step Action Plan. To ensure you receive all the details FREE, and learn how you can harness the power of other successful women plus get hundreds of must-have resources you need to start up, first sign up for your Free Newsletter " Start Up a Business Today" Go www.womensmarketingandbusinessnetwork.com "We help you make it happen".

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