7 Small Business Marketing Tips

by Bob Leduc

Here are 7 low-cost but highly effective marketing tips to help any small business find customers and generate sales quickly.

1. Don’t Advertise Like a Big Business
Big businesses advertise to create name recognition and future sales. A small business can’t afford to do that. Instead, design your advertising to produce sales …now. One way to accomplish this is to always include an offer in your advertising – and an easy way for prospective customers to respond to it.

2. Offer a Cheaper Version
Some prospective customers are not willing to pay the asking price for your product or service. Others are more interested in paying a low price than in getting the best quality. You can avoid losing sales to many of these customers by offering a smaller or stripped down version of your product or service at a lower price.

3. Offer a Premium Version
Not all customers are looking for a cheap price. Many are willing to pay a higher price to get a premium product or service. You can boost your average size sale and your total revenue by offering a more comprehensive product or service …or by combining several products or services in a special premium package offer for a higher price.

4. Try Some Unusual Marketing Methods
Look for some unconventional marketing methods your competitors are overlooking. You may discover some highly profitable ways to generate sales and avoid competition. For example, print your best small ad on a postcard and mail it to prospects in your targeted market. A small ad on a postcard can drive a high volume of traffic to your website or generate a flood of sales leads for a very small cost.

5. Trim Your Ads
Reduce the size of your ads so you can run more ads for the same cost. You may even be surprised to find that some of your short ads generate a better response than their longer versions.

6. Set up Joint Promotions with Other Small Businesses
Contact some non-competing small businesses serving customers in your market. Offer to publicize their products or services to your customers in exchange for their publicizing your services to their customers. This usually produces a large number of sales for a very low cost.

7. Take Advantage of Your Customers
Your customers already know and trust you. It’s easier to get more business from them than to get any business from somebody who never bought from you. Take advantage of this by creating some special deals just for your existing customers …and announce new products and services to them before you announce them to the general market.

Also, convert your customers into publicity agents for your business. Develop an incentive for them to tell associates and friends about the value of your products or services. An endorsement from them is more effective than any amount of advertising – and it is much cheaper.

Each of these 7 marketing tips provides a simple, low-cost way for any small business to find customers and generate sales quickly.

Copyright 2005 Bob Leduc

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Bob Leduc retired from a 30 year career of recruiting sales personnel and developing sales leads. He is now a Sales Consultant. For more information about *BizTips from Bob*, a newsletter to help small businesses grow and prosper, visit his web site at http://BobLeduc.com or call: 702-658-1707 after 10 AM Pacific Time/Las Vegas, NV

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10 quality questions

My Groups | Dans_CCCemails Main Page

“It is not enough to do your best, you must know what to do and then
do your best”.

“Does experience help? No! Not if we are doing the wrong things”.

“Learning is not compulsory… neither is survival”.

“We should work on the process, not the outcome of the process”.

Some insightful quotes from Deming.

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1. An amazing web site (& more below).

http://www.nqi.ca/

2. You should study megatrends occasionally to ensure you are
focusing your efforts on the right (possibly) long term environment.
This new paper “The Seven MegaTrends of Professional Services”
provides some thoughtful identification of key trends and what to
do – to prepare and participate in them.

http://searchCIO.com/r/0,,50215,00.htm?track=NL-257&ad=538429

3. Another megatrend (at least in my view) is the adoption of
quality and continuous improvement efforts (in general) as the key
mantra for long term business success.

Quality management systems have been around for over 30 years. Six
Sigma practices has been in place for over 20 years. Lean
manufacturing has been adopted world wide for over 15 years (in many
organizations). Quality awards continue to grow – Are you ISO
certified?; Are you accrediated?; Do you have a certified quality
system?; Does your product or service met the market’s quality
standards?; and on and on.

4. Provided below is a 20 question “warm up” test from the National
Quality Institute (of Canada)’s Quality Fitness Test (QFT) regarding
your preparedness for continuous improvement efforts and where your
gaps and opporutities might be.

5. Finally, check out NQI’s long term efforts to improve quality.

www.nqi.ca

Enjoy,

Dan

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NQI’s Twenty-question warm up quiz – (re continuous improvement).
=================================================================

1. Is a strategic plan in place, reflecting quality principles and
incorporating improvement objectives, and have we communicated it to
all levels.

2. Are the trends in key measures of performance positive?

3. Do we gather, anayse, and evaluate information to determine the
neds of clients and stakeholders?

4. Do we full agreement at all levels on the important of client and
stakeholder satisfaction?

5. Is it easy for clients to provide input on their needs, to seek
assistance and to complain?

6. Are the levels and trends in client and stakeholder satisfaction
good?

7. Do we identify, prioritize, and measure issues, and set
improvement goals?

8. Do we conduct formal quality assessments?

9. Are systems in place to recruit, develop, recognize and assess
people, and do we take steps to minimize the effects of any
restructuring?

10. Do we identify training and development needed to meet goals in
our improvement plan, and do we respond to these needs?

=========================================
Please just let me know if you want to
receive the other ten warm up questions.
=========================================

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Visit your group “Dans_CCCemails” on the web.

To unsubscribe from this group, send an email to:
Dans_CCCemails-unsubscribe@yahoogroups.com

Your use of Yahoo! Groups is subject to the Yahoo! Terms of Service.

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Whatever Happened to the Paperless Office?

In Fact, While You Weren’t Looking, the Paperless Office Has Arrived.

The demand for paper used to outstrip the growth of the US economy, but the past two or three years have seen a marked slowdown in sales – despite a healthy economic scene.

“Old habits are hard to break,” says Merilyn Dunn, communications supplies director for InfoTrends/CAP Ventures, a market research firm in Weymouth, Mass. “There are some functions that paper serves where a screen display doesn’t work. Those functions are both its strength and its weakness.”

In the early to mid-’90s, a booming economy and improved desktop printers helped boost paper sales by 6 to 7 percent each year, according to the Monitor. The convenience of desktop printing allowed office workers to indulge in printing anything and everything at very little effort or cost, the paper said

But now, the growth rate of paper sales in the United States is flattening by about half a percent each year, according to the Christian Science Monitor. Between 2004 and 2005, Dunn says, plain white office paper will see less than a 4 percent growth rate, despite the strong overall economy. A primary reason for the change, says Dunn, is that for the first time ever, some 47 percent of the workforce entered the job market after computers had already been introduced to offices.

“We’re finally seeing a reduction in the amount of paper being used per worker in the workplace,” says John Maine, vice president of RISI, a pulp and paper economic consulting firm in Charlottesville, Va. “More information is being transmitted electronically, and more and more people are comfortable with the information residing only in electronic form without printing multiple backups.” In addition, Maine points to the lackluster employment market for white-collar workers – the primary driver of office paper consumption – for the shift in paper usage.

The real paradigm shift may be in the way paper is used. Since the advent of advanced and reliable office-network systems, data storage has moved away from paper archives. The secretarial art of “filing” is disappearing from job descriptions. Much of today’s data may never leave its original digital format.

But the paper-makers aren’t sitting still. For example, Xerox Corp. is developing electronic paper: thin digital displays that respond to a stylus, like a pen on paper. Notations can be easily erased or saved digitally. Anoto Group is working on a system to allow notations made with a stylus on a page printed with a special magnetic ink to simultaneously appear on a computer screen.

But, keep in mind that videoconferencing was expected to cut down on business travel. So far, at least, it hasn’t. Business travel is up. READ MORE →

Do You REALLY Know Who You’re Hiring?

Job Hunting When You Have a Criminal Past
by Dona DeZube
Monster Finance Careers Expert

Give me your name, birthday and an Internet connection, and in five minutes I’ll know if you’ve been arrested, convicted or imprisoned in Florida. So will any employer who knows about the Florida Department of Law Enforcement’s computer database and is willing to spend $23 for a criminal background check.

There’s not much left to personal privacy these days, and if there’s something criminal in your past that you’d like to hide from a potential employer, don’t get your hopes up too high. While there’s no national database employers can check for felony convictions, plenty of states make residents’ criminal background information available. What’s more, an employer can check federal court records online using the PACER system, to see if you’ve been involved in civil or criminal court cases.

Crime can even affect your employment when you’re the victim. For instance, some states allow employers to dismiss at-will employees who are victims of domestic violence, if they’re thought to create a risk for coworkers.

They Need to Know

Who can blame employers for wanting to know if they’re about to hire a convicted embezzler as their next CFO? A company that doesn’t do background checks may be liable if it hires someone who commits a violent act, steals from a business partner or sexually harasses coworkers.

If you have personal contact with customers, cash or commodities, it’s likely you’ll run across a background check as part of preemployment screening or even after you’re hired. Some companies even do criminal checks during annual reviews, and if something turns up, you’re terminated.

What Can They Check?

Most states have laws about what’s fair game when checking criminal histories. A state may allow employers to look back only five years, or to consider felonies but not misdemeanors. Some states also seal juvenile records.

In most cases, the crime must be related to the job for your history to be used against you. In other words, will you be placed in a job where you would be tempted to commit the same crime? Will a company hire a convicted embezzler as an accountant or to answer calls in the customer service center?

Many states also bar employers from considering arrests rather than convictions. Some states, though, say it’s OK to ask about a crime for which you’ve been arrested but not yet tried if trust is important in your field (such as real estate, where you have access to people’s homes).

Should You Disclose an Arrest or Conviction?

If you were arrested for underage drinking in another state and never convicted, chances are the employer will not find a record of it. But if you were sent to a state prison for embezzlement and want to work as an auditor, that’s a different story.

You can call your state’s Department of Labor and ask about local preemployment screening laws. You’ll also probably be informed in writing before any criminal background check. So if a criminal past is going to ruin your chances of landing a job, you can always bow out at that point.

Another option is to hire an investigator to check your background first. For $30 to $50, someone like Patrick Wilkins, president of Professional Investigative Consultants in Abilene, Texas, will comb through public records in areas where you’ve lived. For a higher fee, agency employees will knock on your former neighbors’ doors to chat about you. Investigators are listed in your local phone book.

In some states, you have the right to see everything the human resources department has in your personnel file, including the results of criminal background checks. That includes any files former employers have, by the way.

Mitigating Factors

Some employers will consider mitigating factors. There’s a difference between a single instance of car theft 35 years ago when you were a kid and a dozen convictions for car theft. What you’ve done since your conviction and the rehabilitation you’ve completed may also come into play.

If you’re unsure about what an employer will check, ask. The more you know, the better you can prepare yourself with a suitable explanation.

Records Employers Check

Credit

Criminal history

Driving

Education

Federal and state courts

Military service

Social Security number

State professional licenses

Workers’ compensation READ MORE →

U.S. Workers’ Optimism Surfaces After Tough Year

Expectations for Better Jobs and Incomes Rise
NEW YORK, Dec 14, 2005 /PRNewswire-FirstCall via COMTEX News Network/ — Looking ahead to the new year, workers who expect their job prospects and employment situations to improve outnumber those who are uncertain or even pessimistic. Nearly half (47 percent) think their prospects will be better in 2006 than in 2005, according to a national Hudson survey. What’s more, 21 percent say they expect to earn significantly more next year, with another 42% saying they hope to earn at least a little more.

The survey also suggests that workers may be more content to stay put in 2006. Twenty-nine percent report that they have no plans to look for a new job, up from one year ago when only 22 percent made that claim. Even so, a large portion will be on the market, with 37 percent saying it is very or somewhat likely that they will actively seek new job opportunities in the new year, compared to 42 percent this time last year.

“While 2005 was a challenging year on many fronts, U.S. workers continued to show their resilience and optimism heading into the new year,” said Steve Wolfe, executive vice president, Hudson, North America. “We anticipate that 2006 will be a stronger year for worker confidence and for workers’ leverage as they seek to improve their skills and investigate new opportunities.”

2005 Hudson Employment Index(SM) Year-in-Review

This month’s optimistic view among workers tracks with the latest uptick in the Hudson Employment Index(SM) – a key measure of workers’ confidence in the employment market – and with recent reports of strengthening consumer confidence. Over the course of 2005, though, the monthly Index averaged significantly lower than it did in 2004 – 101.3 through November, compared to last year’s average of 106.2. Four out of the five measures were down on balance: personal finance ratings, personal finance outlooks, hiring expectations and layoff concerns. Only job satisfaction was up overall.

Hudson’s research showed some important trends across specific metropolitan markets and occupational sectors, including:

Metropolitan Markets

Tampa workers recorded the highest 2005 average Hudson Employment Index at 115.6, followed by Washington, D.C. (110.5). The city with the lowest average Index was New York (88.1).
Workers in Boston and Minneapolis-St. Paul had the greatest job satisfaction among the 11 cities polled, with an average of 75 percent of the workforce in both cities happy at work in 2005. Sixty-nine percent of Chicago workers were satisfied with their jobs, ranking them last overall in this category.
Atlanta-area workers’ confidence in the job market was the most closely aligned with the national average; the city’s 2005 average Index was 102.0, compared to the national average of 101.3.
While the average Index was down among workers in Dallas in 2005 compared to 2004, the city’s monthly reading surpassed the national number every month this year.
On average, 25 percent of San Francisco-area workers expected their companies to hire this year – the fewest among all metro markets surveyed.
The Philadelphia Index was among the most volatile in 2005, peaking in February at 106.0, but dropping to 80.0 in September. The Los Angeles Index was one of the most stable, remaining between 99.1 and 109.2 throughout 2005.
Occupational Sectors

The Hudson Employment Index for manufacturing workers was by far the lowest among the occupational sectors in 2005. Its annual average was 87.1, although it dropped to a low of 76.3 in September.
Accounting and finance workers were the most optimistic, with an average Index of 107.9, followed by healthcare workers at 105.3.
With more than twenty points between the highest and lowest readings, IT and manufacturing workers’ readings were more volatile than those in healthcare and accounting and finance.
Workers in the healthcare sector were the least likely to expect layoffs, with an average of just 15 percent expressing concern monthly in 2005.
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Tea Tops List of “Hot” New Niche Businesses

With the New Year right around the corner plenty of budding entrepreneurs are getting ready to launch their latest business ventures. Knowing what types of start-ups are most popular in 2006 will put you ahead of the pack in reaching out to profitable new businesses.

According to Entrepreneur Magazine, the number one hot start-up in 2006 will be the tea business. Organic teas, latte mixes, herbs, fruits and spices are steeping in opportunity. Currently tea is a $6.8 billion industry, one of the strongest beverage markets. It is projected that by 2010 the tea industry will reach $10 billion. Ultimately this niche market could prove to be quite lucrative for many business owners. One New York-based entrepreneur, who recently developed a line of bottled white teas, has projected 2005 sales of between $2 and $3 million.

The Top 10 Hot Businesses for 2006

1 Tea

2 Online Specialty Foods

3 Do-it-yourself Meal Preparation

4 One-product Restaurants

5 Chocolate Cafes

6 Shredding

7 ID-theft Prevention

8 Hosted Security Provider

9 Data Back-up

10 Surveillance Cameras

Source: Entrepreneur Magazine

What is interesting to note about the anticipated top 10 hot start-ups in 2006 is the fact that they revolve primarily around two industries: food and beverage industry and security. Much like the tea business, new businesses in the personal or business security field are projected to be very profitable. Surveillance cameras, for example, are expected to become a $4.09 billion market by 2010.

This insight offers concrete suggestions for imagery and content for hand-raising campaigns to capture growth businesses at the starting block and for micro-vertical aggregators. Since hardware, software and telecommunications suppliers play a large role in the security field, if you aren?t in one of these industries make sure you are partnering with someone who is. Finally, testimonials from some of your customers who are already in one of the hot business sectors are great way to attract others that are just starting their business.
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Ernst, KPMG Liability Caps Draw Fire From Regulators, Investors

Dec. 12 (Bloomberg) — The biggest U.S. accounting firms, including Ernst & Young LLP and KPMG LLP, have been pressing Congress for more than a decade to protect them from liability lawsuits. Now they’re taking matters into their own hands, drawing fire from government regulators and investors.

The firms are shielding themselves from financial damages over corporate scandals by requiring companies they audit to limit their right to sue. These waivers of punitive damages and jury-trial rights are tucked into audit contracts, often unnoticed by investors and corporate boards.

Five federal banking agencies say the provisions may lead to less rigorous audits, and are preparing to bar large banks from agreeing to them. Shareholders, including public-employee pension funds in Ohio and Florida, say the agreements may presage a push by the firms to curb investors’ right to sue.

“If there are liability caps on corporations, why shouldn’t there be liability caps on shareholders?” says Lynn Turner, former chief accountant for the U.S. Securities and Exchange Commission. “That will be next.”

Turner is also former chairman of the audit committee at Sun Microsystems Inc., which in September became the first company to disclose that its audit contract — with Ernst & Young, the second biggest U.S. accounting firm — requires it to submit disputes to arbitration and give up its right to punitive damages.

Deloitte & Touche LLP, the largest U.S. firm, PricewaterhouseCoopers LLP and KPMG have varying liability limits in their audit contracts. “Since they couldn’t win the litigation reform they wanted, they’ve been putting these in engagement letters,” says Arthur Bowman, whose Atlanta-based newsletter, Bowman FirstAlert, chronicles the accounting industry.

Shareholder Suits

The contract waivers also apply to trustees who take over a company in bankruptcy, and to derivative suits filed by shareholders, says Herbert Milstein, a securities lawyer at Cohen, Milstein, Hausfeld & Toll in Washington.

Client suits against auditors have become more frequent in the wake of the corporate scandals at Enron Corp., WorldCom Inc. and other companies. New York-based Cendant Corp. and Birmingham, Alabama-based HealthSouth Corp. have sued Ernst & Young, for example, in connection with accounting missteps.

While Ernst & Young says the liability waiver is a standard part of its engagement contracts, the extent of the practice is unknown because the agreements are confidential.

“It is important to note that these clauses do not in any way relate to an investor’s ability to seek damages,” says Ernst & Young spokesman Ken Kerrigan.

`Applicable Rules’

“We believe our engagement letters comply with applicable rules,” says Steven Silber, a spokesman for Pricewaterhouse. Tom Fitzgerald, a spokesman for KPMG, and Deborah Harrington, a spokeswoman for Deloitte, declined to comment.

While Congress gave accounting firms some protection in a 1995 law that scaled back securities lawsuits, the 2002 Sarbanes- Oxley corporate-governance law “increased a little bit” the potential for holding an audit firm liable, says Milstein. “Once more, the auditing firms are more concerned,” he says.

A large verdict could put a firm out of business and disrupt the capital markets, industry executives say, because only four major firms remain since the 2002 collapse of Arthur Andersen LLP in the wake of the Enron scandal. Bowman says 80 percent of all publicly traded U.S. companies use one of the four firms, all of which are based in New York.

In a Dec. 1 speech in Washington, Ernst & Young Chief Executive James Turley called on the government to protect the firms from the type of “litigation risk” that could destroy them.

`Catastrophic Risk’

“We in the profession understand and accept that there are legal liability risks inherent in the public accounting business,” Turley said. “It goes with the territory. This is a debate about uninsurable, catastrophic risk — in a word, sustainability.”

The prohibition on allowing banks to agree to waivers is being prepared by the Federal Financial Institutions Examination Council, which is made up of the Federal Reserve Board, the Federal Deposit Insurance Corp., the National Credit Union Administration, the Office of the Comptroller of the Currency and the Office of Thrift Supervision.

The four accounting firms and their Washington-based trade association, the American Institute of Certified Public Accountants, filed letters in June opposing the banking regulators’ proposal as unnecessary regulation. The trade group’s letter predicted higher auditing costs for financial institutions and “fewer audit firms willing to provide such audit services” if the rule is approved. The final rules are likely to be announced early next year.

Complaining to Regulators

Investors such as the AFL-CIO and the Council of Institutional Investors, a Washington-based association of pension funds, have complained about the waivers to the Securities and Exchange Commission and the Public Company Accounting Oversight Board, the five-member group that regulates the accounting profession. At issue is whether the waivers violate SEC rules designed to prevent auditors from being too close to their clients.

“These provisions are in the self-interest of the accounting industry, but they are very much not in the interest of shareholders,” says Michael Garland, a New York-based investment official at the AFL-CIO, the nation’s largest labor organization.

“They are in conflict with the spirit, if not the letter, of existing auditor-independence regulation,” says Garland, whose office works with union-sponsored investment plans that manage $400 billion in assets.

Auditor Independence

The SEC’s auditor-independence rules, which prohibit companies from indemnifying their auditors in civil suits, don’t address waivers in auditing contracts. Spokesmen for the commission and the accounting regulator say they are studying the issue.

The accounting firms aren’t backing down. Their trade association issued a draft opinion in September endorsing punitive-damage waivers and mediation requirements. The group requires its members to follow the guidance in its opinions unless they are subject to other regulations with tougher standards. The accounting trade group hopes to offer final guidance in January, says Lisa Snyder, director of its professional ethics division.

Cynthia Richson, corporate governance officer of the $68 billion Ohio Public Employees Retirement System in Columbus, says the fund withheld its vote to approve Ernst & Young as Sun Microsystems auditor after learning of the waiver in the contract. The possibility of a lawsuit plays an important role in ensuring high-quality audits, she says.

`Checks and Balances’

“In a critical system of checks and balances, you’re taking away one of the most significant checks, and you’re doing it quietly,” Richson says of the waivers.

The Florida State Board of Administration, which invests more than $130 billion, also withheld its vote on Ernst & Young’s appointment, says Mike McCauley, the Tallahassee-based board’s director of investment services and communications. The waivers are “a significant issue, and we’re going to monitor it going forward,” he says.
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Inside the Minds of the Ultra-Rich

Financial managers and advisers must first understand the affluent client or business owner to know how to serve them. See how CPAs are responding: join the new study.

by Rick Telberg

With trillions of dollars in family and family-business assets poised to change hands in the next 10 years, affluent clients and business owners are facing a need for smart financial, succession and estate planning unlike any other time in history.

CPAs and financial managers would seem to be uniquely positioned to aid this cadre of the ultra-affluent. But you can?t help them if you don?t know who they are and what they want.

The research firm of Harrison-Taylor, in conjunction with Worth magazine, has now issued an interesting new study on the super-rich, defined as possessing at least $5 million in liquidity. Most of these people are self-made millionaires, like most Americans who have made it to this level. They retain many of the same worries and hopes they had when they started out. But today they have even more to worry about. Not that anyone should worry for them; they are, after all, well insulated from falling back into the middle class. But their issues are complex ? technically, strategically, and, particularly, personally.
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Social Security? Workers Finally Getting the Message

Worker Education May Be Working.

Worried by the future of of Social Security, American workers are boosting contributions to their employer-sponsored 401(k) plans. In 2004, their contributions went from an average 8.4% to 9.9% in 2005, according to a new survey ((news release (pdf), full 71-page report (pdf)). Meanwhile, employees saving for retirement outside the workplace rose to 66% in 2005 from 58% in 2004.

In addition, more employees are rolling over their fattened retirement savings into new accounts when changing jobs, according to another analysis (pdf).

The number of employees depositing lump-sum distributions into tax-qualified savings plans doubled to 43% in 2003 from from 19% in 1993. About a quarter spent any of their lump-sum distribution on new consumption in 2003, down from 38% in 1993.

“All the education efforts of employers over the last five years are starting to pay off,” said Craig Copeland, spokesman for the Employee Benefits Research Group, authors of the 10-year Census study.

In 2006, you can expect contributions to climb further, when a federally mandated default directing employers to deposit relatively small amounts of $1,000 to $5,000 into IRAs takes effect, Copeland added. READ MORE →

From the Age of Aquarius To the Age of Responsibility

Baby Boomers Approach Age 60

from Pew Research

As the oldest of the nation?s 75 million baby boomers approach the age of 60, a Pew Research Center survey finds many are looking ahead to their own retirement while balancing a full plate of family responsibilities ? either raising minor children or providing financial and other forms of support to adult children or to aging parents.

The study contains some valuable insight and context for anyone who deals with financial planning clients or business-owners. Download the full report here (pdf). READ MORE →