Zigzagging Your Way to Small Business Recession Success
by:
Myrna Greenhut
Is it a definite recession? The American economy is obviously suffering downturns which have already begun to mean layoffs and which forecast many more job losses. The collapse of our financial markets is impacting the world economy. If you are a small business owner - and currently 14 million American businesses are listed in Dun & Bradstreet's Selectory.com-- you can throw your hands in the air and determine to wait out this financial crisis without spending another nickel on marketing; or you can seize the day and try a course that is not as obvious.
Separate yourself from the herd so that you have the potential to become the leader of the pack. That's "zigging" while everyone else is "zagging". To zigzag according to Webster's is a line or course that proceeds by sharp turns in alternating directions. In this instance, we are suggesting that more than in a regular economy, you try original approaches in addition to the obvious ones to keep your business on track.
When you pitch a seminar get-together on marketing or try to teach social media and its effects in August, one of the two worst months of the year for getting a meeting together, you are zigging. Everyone else is planning a vacation.
Zig again when you advertise real estate in New York on Thanksgiving Day. Your real estate company advises you that all but the devil has a date with their family on that day and that you are wasting your money. Still, the real pros do it. They hope that they find one person looking for that multimillion dollar apartment and they will be the only agent on duty. Finding the rare client is worth the risk of the cost of the ad.
Try using an advertorial type of articles service to call attention to your web site. The old-fashioned mat feature that corporations have been using for more than 50 years has been retuned to make it more appropriate for the Internet. It is now called articles
publici ty when you are looking for a service via the search engines. Find a service that can help you write compelling content and that places your articles on appropriate Internet sites and your marketing message will be seen by interested viewers, and more globally than you could imagine. Invest in a statistical graphic or eye-catching illustration, and you have a second shot at being picked up widely.
Test all options with an eye to cost and efficiency and track their ROI to compare the impact on your business. After all, the Internet constantly has tales of how some of the giants began, and what was said early on about some of the most successful entrepreneurs in the world. One recent tale was about Sam Walton who was told he didn't have the finesse to deal with the consumer.
The only sure sign of failure, especially in a recession, is not to try anything to increase awareness of the service or product you sell.
About the Author:
Myrna Greenhut heads up Points of Persuasion Syndicate at
http://www.p-o-p-s.com. "We do syndicated articles publicity published online that call attention to your small business web site in a truly cost-efficient manner." For a free tip sheet on ideas to create features like the pros, visit
http://www.p-o-p-s.com and type Octopus in the Contact-Us link.
No. of Times this article has been viewed :
512
Date Published :
Mar 15 2010
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