A blog about how to market your business, product, or service like a pro.

It goes without saying that these are difficult times and in many cases unchartered waters for most businesses. In fact, it feels likes we've all been dumped out of the boat and have to figure out how to survive in these murky waters.

There is a plethora of marketing gurus out there today prancing and pitching a dizzying array of ideas, new technologies, and flaky theories. So, let's make this easy and practical, for no matter what business your in.

I recommend you try the 5-Mile Rule:
If you have a store-front, ask yourself this question: Does anyone who lives within five miles of my store know me and know that I exist? If the answer is "no," or even "partially no," then you have work to do.

Not everyone in this radius will give a hoot about your business, but if they at least know about you, they might be inclined to recommend you.

Low-tech approaches still work. Try walking door hangars, sending direct mail, community newspaper ads and articles, freshen up your store banners and signage that attract attention. Clean up your parking lot. Train your staff to offer professional customer service, especially equal to or above what you would expect at Nordstroms or The Ritz Carlton.

Dress and act the part for your business. You'd be surprised how many business owners and managers forget this simple rule.

Talk to your customers. Do you know what they like or dislike about your offerings? Do you know their address, zip code, email address, phone number? Do you know the last time they purchased from you, how much they spent, and what they bought?

If your answer to the above is "no," or "rarely," or "sometimes," you seriously need to re-evaluate what business you are in.

More next time. But do this first and tell me if it makes a difference.

ZJ Czupor
The InterPro Group
www.interprogroup.com