How you market your business, or sell your product, can make the difference between success and failure. Here are some basics that will give you some food for thought.

Marketing Basics

Marketing involves four elements, commonly known as the 4Ps
Product
Price
Promotion
Placement

If you're not familiar with the 4Ps it would be helpful to take a marketing class or read a book or two about marketing. The time you spend would be an excellent investment.

Creating, and adhering to, a marketing plan is usually crucial to success.

1. Lay out a basic plan to communicate what you have to offer to groups of people that might benefit from your service or product.
2. Develop short, medium and long-term goals that give direction to your communication.
3. Communicate what you are about, the heart & personality of your product.
4. Develop this communication in a way that informs & motivates.
5. Communicate on an emotional level. (It's the most effective form of advertising.)
6. Create & use an image that suits your business and makes you unique.
7. Track results
8. Advertisting is a key part of the plan.
9. Set a budget. Outline an annual plan. (3-8% of gross is a good rule of thumb.)
10. Determine which media you should use.
11. Make sure all of your advertising has the same message.
12. Keep it simple by focusing on one to three aspects of your business.
13. Try to advertise 365 days a year. Frequent, small ad camplaigns are more effective than infrequent large ones.

Follow these five simple rules:

1. Don't compare yourself with anyone else.
2. The simple things, easily understood, are the appeals that succeed.
3. Don't boast (it's rude). Give actual figures. State facts.
4. Use a call-to-action in your advertising.
5. A picture is truly worth a thousand words.