Standing Out in Your Field

Let's face it - all small business owners struggle with getting ahead. In addition to competing with much larger, mainstream entities, you may also be battling it out with other small businesses in our area. Few small businesses have the luxury of multi-million dollar ad budgets, or a staff of marketers to spin their brand on a daily basis. So how do you stand out in your field?

Creating and building a unique brand is the cornerstone of a successful business -- and for a small business, it is even more crucial. You will ultimately control how your customers perceive you -- and you will do this through everything from your business name and tag line to your packaging, labels, and customer service.

Take My Card, Please
What makes a great business card? Added value! If you don't give your prospect or customer a reason to hold onto that card, it is likely to become the latest addition to the local landfill. You should give careful consideration to the design of your business cards - if used properly, they can become a powerful sales tool.

A few examples of things you can do to add value to your business card:
* Customer Loyalty Programs - Offer a freebie or discount when your customer fills in the card.
* Surveys - Short survey on the card back - offer a free gift or discount when customer completes it
* Scratch Offs - Add interactivity with a scratch off discount or offer on the back of the card
* Calendars & Calculators - Offer a relevant resource to the back of the card
* Custom Discount Area - Personalize the back with an individual discount - adds the personal touch
* Appointment Cards - Invite your customer to an event, trade show, or sale you will be attending
* Magnets - The addition of an adhesive magnet to the card makes it an instant promotional item
* Cross-Promote - Log onto YourWebsite.com to view our current coupons

Other facets of the card you'll need to consider are the color and quality of the card stock, the font, graphics or photos used, and your tag line. What is a tag line? It is a short, catchy promotional phrase that you use in conjunction with your brand name. While it is not necessary, if you do employ a tag line, you should use it consistently. For examples, just look to some of the large national brands -- if I mention "It's the Real Thing", you would immediately think of Coca-Cola®, wouldn't you? Play to your products' unique aspects, selling position, or features. These will be the things that make your brand outstanding in your field.

Traci Hayner Vanover, aka The Promo Diva®, is the owner of The Creative Concept -- providing design, marketing and PR services to small businesses, authors, and artisans in a number of disciplines. When she isn't working for private clients, you'll find Traci designing and editing her print magazine, Create the Dream!™. Traci has authored several small business articles, virtual courses and seminars, many of which are available through syndication, or on her small business promotion website -- the Promo Bistro™.