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Jul 31, 2006 9:40 am I read a great marketing book while on vacation
Kathryn Perry
Hello all!
While I was on vacation in Seattle I picked up a book at the library called "Marketing Without Advertising"
They listed a suggestion that I had actually done years earlier and as I recalled it worked!
I just typed up a new one.
Let me know how it works for you

Boiling down what you do

When approached by friends whose small business services are slow, we often suggest a very simple technique.
We ask the service provider to list four things she does on a 3X5 card, include her name address, email address, phone number, hourly rate and available hours.
Their next step is to duplicate the card and give it to friends and acquaintances. Event this simple type of description always generates business.
For example a bookkeeper friend who needed more customers listed:

ć Check Reconciliation
ć Preparation and filing of quarterly tax returns
ć General Ledger posting
ć Making budget projections

A photographer listed:

ć Photographs valuables for insurance records
ć Am patient with babies and small children
ć Makes home visits
ć Frames photos
Within two weeks after these people sent these cards out to twenty people both were busy.
Once reason this simple card approach is effective is that it forces you to describe your business in terms that make sense to potential customers. Your description tends to fit the customer¡¦s language and speak to fit their immediate needs better than a non-descriptive title like ¡§bookkeeper¡¨ or ¡§photographer¡¨ or ¡§therapist¡¨.

Thanks to
Marketing Without Advertising
Michael Phillips and Salli Raspberry

Private Reply to Kathryn Perry (new win)

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