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Ditch The Hype

When you’re trying to get publicity for your small business, don’t go overboard. Reporters want the truth, not the hype. Don’t inflate your sales numbers. Don’t invent customer stories or testimonials. Don’t make product or service claims you can’t back up. Instead, focus on the hard facts. For instance, don’t say you make the best widget in the world. Rather, explain that your widget is stronger because of the materials you use. Or show that your widget has proven more reliable because you’ve built it beyond industry standards.

Mark Your Calendar

To boost your marketing results – and to keep your marketing on budget – develop a marketing activity calendar. Your calendar should cover the next six to 12 months and should show all marketing activities, including those you pay for and those you do for free. The calendar will help you see the reach of your marketing efforts and can serve as a reminder to get cracking on your marketing activities. Some items to include on your calendar:

• Get client referrals (this might be a one-week push every month)
• Send e-mails to customers
• Attend networking event
• Run ad in neighborhood newspaper
• Mail sales letter
• Follow up on sales letter

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