Building Marketing Momentum For Your Small Business

The success of your business depends on your ability to build marketing momentum. Without the ability to generate new sources of leads your capacity to sell will slump and the growth of your business will stagnate or shrink.

Unfortunately, many small business owners are at a loss when tasked with coming up with new ways to market while others are frustrated into stagnation by seeing consistently ineffective results from their marketing efforts. It doesn’t matter if your business is young or established. If your business is young you must market well simply to survive. On the other hand, if you have had marketing success with a method that does not increase your opportunity to generate new business your success will be stunted by your limited ability to find new sources of business.

Building marketing momentum is like kicking a ball down a hill that keeps getting steeper. Each time the hill becomes a little steeper the ball will roll faster and pick up momentum. In marketing, any tactic you add to attract attention to what you do is like making the hill a little steeper.

The other day I was talking to Ed who runs a successful metal shining business. I asked him how he went about generating new sales. He told me that 100% of his marketing effort is networking. I couldn’t help but wonder why. I realize that he is doing well with it but if he simply placed an ad in the yellow pages that generated just one sale a year he would cover the cost of the ad and be profitable!

Even though Ed’s networking efforts are successful he is limiting his ability to grow his business by only implementing one form of marketing. By simply trying something new in addition to networking Ed can benefit from developing a new way to generate leads and build his marketing momentum.

Is your marketing effort one dimensional or stagnant? Here are five tactics you can use to build marketing momentum.

Deliver a Great Marketing Message

A great marketing message will have the effect of generating interest in what you do. It never ceases to amaze me the number of small business owners that fail to use a compelling marketing message. How many times has someone described to you their business or what they do with a label like, “I’m an accountant” or “I’m in Communications”? Such answers are not likely to start interesting conversations and marketing opportunities are missed.

If you answer the “what do you do?” question with a savvy marketing message you will find that more people associate what you do with a need of their own or that of a friend, colleague or relative and you will win more referral business. Develop and use an outstanding, compelling marketing message and you will find that more people show interest in what you do. The result will be more better sales.

Make Cold Calling a Hot Source of Sales

Many small business owners hate to make cold calls. Their derision is understandable. By making cold calls they are setting themselves up for rejection. No one likes being rejected. However, rejection is part of the game when making phone calls. Once you realize that it’s not your fault when someone says no during a cold call you can move passed your barrier and add cold calling to your marketing arsenal.

The fact is that by regularly picking up the phone and reaching out to potential clients small business owners increase their chance of finding new business. A percentage of the people you speak with will become clients when you make cold calls, especially if you are targeting your market well and are offering something they need. What’s more you can work to improve your phone skills to increase your ability to make sales. Add cold calling to your marketing strategy and you will increase your opportunity to generate new business.

Use Your Web Site as An Effective Marketing Tool

Many companies have web sites that fail as effective marketing tools. Does your web site consistently generate leads and sales? It should. And it can. The World Wide Web is a continuously open marketplace that reaches hundreds of millions of consumers every moment of every day and allows you to easily and accurately target those who buy your products or services. A company without a web site as part of its marketing team is missing a fantastic opportunity to increase its revenue stream. Deliver a web site that functions as an effective marketing tool and you will consistently add to your marketing momentum.

Develop Your Network

Another great tool to use to build marketing momentum is networking. Networking is a highly effective means of generating referral business (which is some of the easiest business to get, once you get a referral). A person who is willing to take someone else’s advice to contact you about your product or service will transfer the trust he has in his friend or colleague making the referral to you. Making it easier for clients to trust you removes one of the barriers to making a sale. By developing a robust network you will increase your ability to find new prospects and do more business.

So then, just how should you go about building your network?

Ed, from our previous example, is able to successfully operate his business with networking alone. That’s because Ed networks the right way. Many small business owners and executives don’t realize what networking truly is. Unfortunately, all too often people think they are networking by reaching out only to the people they know when what they should be doing is taking steps to continually expand their network. Ed regularly attends networking events and is involved with multiple networking groups. He ads new people to his network all the time and has a successful business to show for it (though he could be even more successful if he added another tool to his marketing toolbox).

Measure Your Results

No matter what tactics you adapt to market yourself or your business be sure to measure your results. By measuring your marketing results you will be able to move away from or correct what does not work and stick with and reinforce what does. By diligently measuring your results you will improve your ability to ad to your marketing momentum and grow your business and success.

By measuring my results and trying new things I have been able to develop an ad that enjoys a 20% response rate. The ad is so successful I only need to run it occasionally to generate enough calls to keep me very busy. Not only does this great ad do a fantastic job of generating interest in my marketing services it saves me money on my advertising costs because I can meet my goals by running fewer ads.

You too can develop highly effective ads by measuring your results.

Move Your Marketing Forward

If your marketing efforts aren’t helping you reach your goals you can improve your results by implementing any one of the tactics outlined above. Choose the one you feel most comfortable with and take small measured steps toward realistic goals and you will see a beneficial transformation in your marketing results.

Atlantic City, an Early Tourism History

People know Atlantic City today as a gambling hotspot. But Atlantic City’s history is much more interesting than a simple slot machine. Atlantic City was incorporated in March of 1854, and that same year the first passenger railroad train made its way down the new line from Philadelphia. The total trip of about 60 miles took 2.5 hours, but by the trip’s end, as the first vacationers stepped off the train and onto the beach, the era of Atlantic City tourism had begun.

After 1860, Atlantic City became one of the hottest vacation destinations in America. Its primary draw – location – made it accessible from several major urban areas, particularly Philadelphia. People from all over would flock to the city’s beaches to enjoy summer activities. At the time, Atlantic City focused its energies on being a health resort. Doctors would even prescribe the city’s “sea air” as a remedy for stress, pain, and even insanity. As the population and tourism grew, the businesses began to expand and move closer to the beach.

There was only one problem with the close proximity to the beach – the beach itself. Merchants were inundated with sand dragged, dropped and deposited in their establishments. In the late 1860s, railroad constructor Andrew Boardman proposed a solution. Along with others, he suggested a walkway that would rise above the sand and allow beachgoers to clean their feet before leaving the beach. On June 26, 1870, the plan was realized – a wooden walkway was completed that separated the beach from the rest of the city. Boardman’s Walk – as it was called – was the world’s first. The name was eventually shortened to “Boardwalk”. Plus, as an official Atlantic City “street”, Boardwalk was (and still is) always spelled with a capital B.

As demand for additional beachfront space rose, the Boardwalk grew. This expansion led to the invention in 1884 of another Atlantic City staple, the rolling chair. A canopied chair designed to be pushed from behind, it made traveling the length of the ever-expanding Boardwalk easier for wealthy vacationers.

Boardwalk real estate became a prime location. All sorts of beachside attractions sprang up, from amusement piers to sideshows to performance theaters to small vendors selling Salt Water Taffy (another Atlantic City first) and more. Steeplechase Pier, Steel Pier, Heinz Pier, the Million Dollar Pier, and others made their glorious debuts in those first few decades of rapid development.

Between 1890 and 1940, Atlantic City’s history becomes less a single chain of events, but rather a series of “oddities” and “firsts.” So much happened in Atlantic City during its heyday: presidents came to speak, magicians dazzled audiences, amusement piers came and went and came again, and countless other bits and pieces of history were made. Atlantic City had razzle-dazzle, craziness, in-your-face showiness, corporate enterprising, and everything in between.

The first picture postcards in the U.S. were views of Atlantic City in 1872. Salt Water Taffy was invented and named there around 1880. The first air-conditioned theater opened in the summer of 1896. Although Chicago holds fame for the first “Ferris Wheel,” it was in 1891 that Williams Somers built an “observational roundabout” on the Boardwalk. It was this wheel ride that was observed and improved upon by George Washington Gale Ferris for the 1893 Chicago World’s Fair, and it is his name, not Somers’, that is today attached to the ride.

The string of “firsts” continued into the 20th century. In 1915, the first non-subsidized public transportation system, The Atlantic City Jitney, was established. The first passenger airline service made its way through Atlantic City in 1919, the same year that the term “airport” was coined. Of course, the Miss America pageant started here in 1921, and continued here for decades. The first official convention hall opened its doors in Atlantic City in 1929. For golfers, the slang terms “Eagle” and “Birdie” were first used here.

By 1944, the Atlantic City Boardwalk stretched a staggering seven miles down the coast of Absecon Island – ending in Longport, three cities south. However, in the fall of that year, a massive east coast hurricane destroyed most of the Boardwalk, many attractions and several amusement piers. The Boardwalk would eventually be rebuilt to a shorter distance of about 5.75 miles (including the Ventnor section).

The hurricane of 1944 may have been the straw that broke the proverbial camel’s back for Atlantic City tourism. Commercial airline travel, popularized in the 1930s and 1940s, was making exotic destinations (such as Florida and the Bahamas) more accessible. There was less need for a local vacation destination, and Atlantic City tourism began its steady decline. By the 1960s, Atlantic City was all but dead. With almost no tourist income, high unemployment, and low population, something needed to be done.

In 1970, a bill was introduced to the New Jersey Assembly suggesting the legalization of gambling statewide as a way to boost Atlantic City’s economy. The bill was rejected and the idea dropped, partly due to pressure from protest groups against the idea of legalized gambling in New Jersey. At that point, the only state in the U.S. with legalized gambling was Nevada (established in the 1930s). Three similar gambling bills were brought to the assembly before it was finally approved in 1976, and only after the bill was modified to allow for gambling exclusively at Atlantic City, and not statewide as the previous proposals had suggested. A mere 18 months later, in May 1978, the first casino in Atlantic City – Resorts International – opened its doors. In the ensuing years, other casinos quickly followed suit, and a new wave of tourism began.

Gravitational Marketing for Small Businesses – First Law: Why Your Marketing Doesn’t Work

Traditional Sales and Marketing Tactics are DEAD!

In your heart and in your mind you already know this is true. That’s why we’ve come together…you’re seeking a solution.

What you’re doing is not working the way it should be – or the way it once did.

There was a time when just doing a good job was enough to stimulate word-of-mouth or running an ad or sending a mailer could get you some leads and deals. That’s not the case anymore.

You want – and have a right to expect – more.

More leads.

More business.

More commissions

And more money.

We don’t blame you. You didn’t get into this business to clown around or work like a dog.

But that’s what too many small businesses and professionals are doing.

Wasting their time, money and opportunity with traditional marketing practices that are dead.

The ideas we will teach you have been in use for over one hundred years. We only use time tested direct response marketing tactics that are responsible for the most effective marketing efforts in history.

One time we were explaining these concepts to a small business owner here in Orlando, Florida.
He’d had been a sales professional and now a small business owner for over 25 years and was always researching marketing techniques.

At the beginning of our meeting, we could tell he was a little skeptical – because of our young age.

But when we were done with our rapid fire explanation of our “Gravitational Marketing Secrets” – and how they could revolutionize his business – he stared at us and finally said, softly, “I’ve been in this business for more than 25 years, and I’ve never heard any of this before.”

We’re not surprised.

It’s a conspiracy.

It’s perpetrated by media professionals, sales imposters, creative morons and ad agencies. You see, these people are all deathly afraid that you – the advertiser – will be able to track and measure the results of your marketing expense.

This is a huge opportunity for you.

Most people, most business owners, most sales professionals don’t know this information (and many of the ones who do know it are too stubborn, too lazy or too egotistical to take action).

The wise business owner and sales pro who takes this information and runs with it will be in striking distance of dominating their market, making their competition impotent – even small businesses and sales professionals that have been doing this for ages – are ending up with a lead and business producing machine so powerful that you’re actually able to take a few days off each week because the system runs itself.

This is exactly why we created the Gravitational Marketing.

In the second Law of Gravitational Marketing for Small Businesses, we’ll tell you how to DOUBLE the probability that a customer will do business with you. Can you imagine?