Attract New Customers!


Small Business Internet Advertising
How to Attract New Customers
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A business dies every two hours. It breaks my heart to go shopping sometimes. There's the "Going out of business sale!", the pride saving "Lost our lease sale!", and the cardboard headstone "Space For Rent". They are all a result of the same problem... not enough customers.

It's nice when you can open a business and attract new customers the next day. It's great when a web site guarantees your profitability. But none of those things happen without good planning. Without a good plan, and the proper execution, businesses die very quickly.

3-Rules to Attract New Customers
  1. Let people know you exist - Advertise yourself. If people don't know where you are and what you do, they can't buy from you. Advertising greatly increases your chances of success.
  2. Don't scare the customer - Make the customer feel comfortable with your product or service. Provide an environment that they will feel safe in. Make them feel good about spending their money. Don't scare the customer.
  3. Look the part - Businessmen wear suits. Policemen carry guns. You are reading this article because we look the part. We effectively display our ability to attract new customers. You can do the same when you look the part.
You be surprised at how many people break these simple rules. Sometimes I go exploring around my city and I find little out of the way businesses that I would have never known about before. They are good businesses with absolutely no exposure. So when I go back a few months later to see them again, they are out of business. It's very sad. They don't go out of business because they are bad at business, it's just that no one knew where they were so they never made enough money to stay open. You can't attract new customers when they don't know you exist.

I walk by stores all the time that are open, but look very dark inside. That doesn't make me feel like going inside. They have scared me and rule #2 says don't scare the customer. You can't attract new customers if they are not comfortable with you.

If you were going to buy tools, you would expect a guy with a tool belt and a smock to help you out right? After all, he looks like he knows what he's talking about. What if you went to go buy a power saw and a lady in a clown suit asked if she could help you? Exactly. Look the part and you can attract new customers without any problems.

Advertise, advertise, advertise!
Getting your message out costs money. You have to spend money to make money. This is a basic fact of business. If you don't spend any money, you won't be making any. Before you spend money however, you have to know who your customer is. Then you have to tell them what they want to hear. Once that happens you will have attracted a new customer.

Online advertising is the one tool that you can use to attract new customers with a tight budget. Targeted e-mail campaigns, banner advertising and newsletters can all be highly effective ways to attract new customers. The key however is not in using them (because anyone can do that), but in using them correctly.

A small business consultant can help you figure out what's the best way for you to advertise, so that you can spend as little money as possible.

Give people reasons to buy.
Good advertising techniques are useless without an effective message. An effective message gives people reasons to spend their money with your business. An effective message attracts new customers.

Here's a little psychology tip for you. Have you ever wondered why you see prices like $19.99 instead of $20? It's because $19.99 looks better. Although it's only a 1-cent difference, you are giving people less psychological resistance towards buying.

Here's another tip for you. Start with high prices, and then put things on sale. People are more likely to buy something when they know they are saving money. So instead of selling your product for $19.99, sell it for $49.99 and mark it down to $19.99. You won't be able to keep them in stock!

These are easy techniques that you can use yourself without the help of a small business consultant, but a consultant can help you find thousands of proven, cost-effective ways to attract new customers. Remember, to follow the 3-rules, give people a reason to buy... and they will.


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