The saying "A rising tide lifts all boats" (John F. Kennedy) perfectly describes the boom years of the economy earlier this decade. You really didn't have to do much to have an OK business back then. But what about today's receding tide?
Fortunately the recession won't take all boats down with it -- only the ones that don't understand how to recession-proof their business. Use attraction marketing to build your business, especially in tough times. Start with these three strategies...
If you have physical addresses only, mail a postcard every 4-8 weeks. Promote a customer appreciate sale. Offer a free consultation. Send people to your website for a free special report, an article, a video of you using your product, or a tip sheet.
Don't have a mailing list at all? Start building one. Right now. A mailing list is one of the essential assets of any small business.
If you're a coach, add some teleseminars or digital products to your offerings. If you sell products, add coaching or training that helps people use what you sell. If you offer a service, such as pet-sitting or office cleaning, create a tip sheet or simple newsletter.
Also look for ways to leverage relationships with other business owners. In the brick-and-mortar world, complementary businesses often team up. For example, your wine shop might offer tastings with cheese and crackers from the gourmet store down the block. My life partner's art print and poster store sells framing and has the work done by a framer in another part of town.
Leverage works for online businesses too. My audio set on Law of Attraction Marketing was created around interviews with other attraction marketing experts. Who could you interview to create a podcast or a teleclass?
Let people know your favorite charity is the local animal shelter or that you love to restore antique furniture or take your Honda Gold Wing out on the open road. Talk about your home town, your kids, your vacation, your parakeet.
Most of all: express your passion for the business you created and let people know why you're in business. Don't assume they know. Develop a compelling story that you tell often -- stories have the power to draw people in.
It's called the KLT factor: when times are tough, people want to do business with people they Know, Like and Trust. Here are some tips: