Building Your Business In The 21st Century

October 1, 2017 Facebook Twitter LinkedIn Google+ Online Auction

Every day, we are bombarded by messages. They come at us – in our emails, newspapers, and on television and radio. We find them on billboards from buses to buildings. After awhile, our eyes and ears need a rest. In doing research, I found the estimated number of daily messages we receive reach up to 3000 a day. So, how do we cut through the clutter?

How does a small business hope to rise above the crowd, and get its message heard? The answer is marketing! You’ve got to be direct, sharp, and definite. You’ll need a “USP” – a unique selling proposition. It brings your product or service to the attention of prospects. For without a USP, no one will know about you or even why they should buy from you. Most USP’s are superlative – the finest, the biggest, the healthiest, the oldest. Having a USP positions you as an expert, and people like to buy from those they believe are experienced and trustworthy.

I believe marketing starts from the inside out. As I was recently reminded at a business seminar by T. Harv Eker, author of the best-seller, “Secrets of the Millionaire Mind,” marketing is a learnable skill. Our thoughts lead to feelings which lead to actions, which translate into results.

To be successful, we ultimately need to reconsider how we make a sale. Think of each business transaction as educating our customers, and letting them determine if what we have is the right fit for them. To build our business, we need to work on our mental blueprint. How do we think of ourselves? Imagine a situation that didn’t go as well as you hoped. Why? Where did you experience those negative thoughts? Now, think about a positive scenario. How did you show value for your product or service? Most likely, you focused on educating your customer and helping solve their problem.

To develop loyal, repeat business, it’s vital to remember – business is not about you. It’s about them. People will only want to buy if you’re able to solve their problem. In doing that, you’re educating your prospects so they can determine if what you offer is the right fit. If it is – you’ll make a “profit” – because you’ve got the “pro-fit.”

To create the ultimate marketing strategy, one needs a repeatable system. Having an occasional ad or flyer won’t do it. The key is to promote to your audience first… and then work on your product. Your audience will always be wondering, “WIIFM? Or What’s in it for me?”

So, first think of your target market – most likely to buy. What are their demographics? Where do they live? What’s their gender? What’s their age range? What’s their psychographics – their interests? Do they like sports? Do they have hobbies? If you’re not sure, ask your current customers what they’d like to see. Do a survey. In some cases, for service companies, you may want to hold a teleseminar. Alex Mandossian is a master at teaching others how to use this technique. Learn more at Or, you can create a blog, a journal that invites conversation for free at Blogs can be done through words alone, or you can add audio to make it a “podcast,” or video for a “video blog.”

One idea is to have your own company film on your website — to educate, motivate or promote. Your film can be used to attract more buyers, educate your staff or motivate potential buyers. Another trend is having a video blog on your website, a regular series of videos, in which you talk directly to the camera. In this way, your prospect gets to know you personally – by your face. A third exciting new marketing tool is having a “webinar” – an event through the web that you conduct. You can check out more at You can speak and use a power-point program to reach up to 1,000 prospects through this site, and the first month is free.

The most powerful wave of the future is using the internet to grow sales. Having a website that looks like a brochure will only go so far. The most effective websites collect a visitor’s information – name, email and phone, so you can email them later.
You’ll want to build your list of prospects, so you can regularly communicate with them.

Whether it’s word-of-mouth, advertising, publicity, video blogs, podcasts or teleseminars, the key is to do marketing consistently. Create a system. Use a flow chart, to keep track of your goals. Chet Holmes, a successful marketing consultant recommends that we use “pig-headed discipline and determination” every single day. Focus on a few things and do them well. Think of your Dream 100 clients, write them down and go after them. Success is already yours. It’s only a matter of time.

Lynn B. Sanders, President of Park Avenue Productions, an award-winning creative production company, offers films and material to make a positive difference in the world. Her focus is on education, healthcare and the environment. Park Avenue Productions also has a consumer division, creating “This Is Your Life” legacy films for family histories.