Small-business promotion to success: 

Small-business promotion is absolutely necessary for your business to succeed.  Your small business promotion will include information on the same products and services to the same buyers your competition are targeting.  Even for one-of-a-kind businesses, you’ll still need to communicate to your target customers that your business exists by using some kind of marketing communication.  The best way is to begin is by developing a positioning statement for your business, expressing the main points you’ll include in all of your small-business promotions, advertising and public relations programs. 

In addition to your small business promotions, your public relations activities are another way to promote your image and reputation in the community.  Public relations are similar to promotion and advertising, but is more indirect in that the company does not usually have direct control over the communication but usually relies upon such public media as newspapers, radio and television to communicate information about your small business. 

The following is a small business promotion/advertising checklist to help you focus your message to your target market: 

• Communicate a simple and a single message. You should never expect people to remember a lot of information much less a complicated ad message.  For print ads, the simpler the headline the better.  Each ad element should support the headline message; .whether that message is “price,” “selection,” “quality” or any other concept or benefit.

• Your style should be likable.  You should always be aware that advertisements have personality and style.  Try to find a likable style or personality and stay with it for at least a year to avoid confusing your buyers.

• Always be credible. If you make a claim you need to be able back it up.  If you say that your quality is the best you better be able to define a quantitative or objective measurement to backup your statement.  If your statements are untrue, your advertising will speed up your demise rather than increase your business success.  Also, you should not identify and denigrate the competition.  That tactic is frequently distracting and will usually backfire by making your buyers more loyal to your competition.

• You should ask for the sale. You should provide information that is easily visible for your potential customers including location, telephone number, store hours and credit cards accepted.

• Make sure your ads look professional. Always make sure your ads look professional using computer graphics and desktop publishing software if possible.  You may consider obtaining writing, artistic and graphics help from local agencies or art studios that have experienced professionals on staff.  Electronic ads and outdoor ads are best left for professionals to produce.

• Be Truthful. Regardless of what type of small business promotion or advertising medium you select, make sure your message is ethical and truthful.  There are very stringent laws and restrictions regarding deceptive practices and false advertising.