Breaking The Chains!

Everyday, customers and business owners are bombarded with billboards, logos, print and electronic ads from huge corporations. With annual ad budgets that are more than our businesses' SALES in an entire year, our small independent businesses are getting squeezed out of consumers minds (and wallets) more and more each year. But the good news is, there are ways to fight back and "break the chains":

  • Build that website and perfect your online presence.

    • The Internet is one place where, compared to print and other forms of electronic media, the playing field is relatively level. A website filled with loads of great content will be loved by the search engines like Google and Yahoo!, and because of that, customers that may not even know where you are can find you and buy online. If you own a retail store, start an e-store. If you own a restaurant or a service-related business, offer a gift certificate or printable coupon. Starting a mailing list on your website with the latest news, events and special offers is a great way to get (and keep) loyal, regular customers. The options are endless, and best of all, content is the Internet king, not slick, flashy, repetitive advertising. If you aren't comfortable with all things Internet, there are many companies that are, and can help you with web design, web hosting, search engine optimization, and web marketing.

  • Join (or start) a co-op or business association.

    • "Strength in Numbers" is more than a catchy phrase, it is becoming a necessity in our current business climate. Trade organizations can purchase products together to get better rates and buys, they can advertise together with direct mail coupons and newsletters (another big money saver), and they carry more political clout by appointing representatives to call on state legislatures or even Congress in order to promote legislation favorable to small independent businesses. If your area doesn't have a trade organization, or does but you feel it doesn't meet your needs, start one! The National Federation of Independent Business is a great resource with representatives in all fifty states and Washington D.C.

  • Don't mimic Corporate America

    • Advertising is not cheap, because the prices that the large corporations are willing to pay for it have priced it out of the reach of most small businesses. This is not necessarily a bad thing; let them have all of the cold, impersonal, beat you over the head repetitive advertising! People only care about this on Super Bowl Sunday anyway! Always go for the personal touch. If you own a restaurant or retail store, introduce yourself. Let them know you appreciate them coming by, and you can't wait to see them again. Always offer coupons or incentives, and be as unique, creative and memorable as you possibly can. Remember that "word of mouth" advertising is so great you can't put a price tag on it. Put yourself in the customers shoes, and stay there! Don't ever do what you want; do what they want. Don't just market your business, market yourself. It leaves an impression, and with the sorry state of customer service today in most (chain) businesses, people won't forget it!

    Remember, you are an independent business because you wanted to do something new or different, so promote yourself accordingly. Here's to you "breaking the chains" and becoming successful with your chosen endeavor.

    Jason Gober is the owner and founder of Independent Business Online (http://www.myibol.com & http://www.shopindies.biz), providing web design, hosting and web directory resources to independent businesses. He can be reached anytime at sales@shopindies.biz.

    Feel free to reprint and distribute any articles from Independent Business Online in their entirety, including email and website links.

    In The News:

    pen paper and inkwell


    cat break through


    To Buy A Fat Pig

    What does buying a fat pig have to do with... Read More

    Entrepreneurs Ask: What Can a Virtual Assistant Do For Me?

    Great question!Freeing your time is an indisputably key element in... Read More

    Boat Hull Cleaning Procedures for Owners and Detailers

    For really tough boat hull cleaning you will need to... Read More

    How to Compete with the Big Guns?!

    Many small business startups fail within the first 2 years... Read More

    Pressure Washing at Golf Courses

    There are many potential niches for pressure washing companies that... Read More

    Small Business - Big Business...Whats the Diff?

    Small Business, Big Business ? What's the Diff?Well a lot... Read More

    Making Direct Mail Work for Small Businesses

    If you own a small business, then you know the... Read More

    Community Relations Strategy for Small Business

    Does your company have a community relation strategy? Have you... Read More

    Truck Detailing Shop Business Case Study

    As an entrepreneur you can learn a lot by following... Read More

    Small Business Essentials: Start Here

    Thinking of starting a business on line? If so there... Read More

    Six Essential Skills to Business Success!

    The following are six essential skills to business success. You... Read More

    Small Business Marketing - How Important Are Your First Words?

    "What do you do?" It just might be one of... Read More

    Have You Thanked Your Competitors Today?

    Competition in the business world is often viewed as a... Read More

    Collect that Debt - Your Business Depends on it

    The efficiency of debt collection is the difference between a... Read More

    Do You Own Your Business Or Does It Own You?

    What was your aim when you went into business for... Read More

    Mission Statements: More Important Than You Thought

    If an organization lacks a mission statement, it is worthwhile... Read More

    Detailing Business Options

    So you want to get into the auto detailing business... Read More

    What Is YOUR Value Proposition?

    Every company has a value proposition. That is a statement... Read More

    7 Advantages to Incorporating

    There's no question that hard work and a little luck... Read More

    Four Reasons Why Small Businesses Succeed (or Fail)

    The American system of business management has been admired and... Read More

    Are You a Small Business Lone Ranger? Take My 10-Question Quiz To Find Out!

    So what exactly is a "Small Business Lone Ranger?" A... Read More

    Debit and ATM Card Advice for Small Businesses

    Your business account comes with an ATM, Debit card. Pick... Read More

    Age Old Marketing Technique Improves Business Plan Executive Summaries

    Every business plan book tells you how the Executive Summary... Read More

    How Small Business And Nonprofits Can Afford Multimedia For The Web

    Multimedia is everywhere on the Internet, whether in the form... Read More

    Creating a Dynamite Account Plan

    Why do you need an account plan?When you first decide... Read More

    Build Credibility, Value, and Trust on a Shoestring

    Setting priorities in your business? Your first job is to... Read More

    Getting City Contracts; Local Government Contracting

    All cities have a purchasing office and/or a procurement officer.... Read More

    Buy a Flower Shop: Serious Considerations

    You've always liked flowers and you think the idea of... Read More

    Aircraft Washing Service Operations Manual

    Anyone who is serious about washing aircraft as a full... Read More

    Financial Strategies for a Mobile Car Wash Business Plan

    Writing a business plan for a mobile car wash is... Read More

    Shopping For a Franchise

    Shopping for a franchise is easy if you know what... Read More

    Should I Franchise or Not?

    A reader of one of my online sessions asked should... Read More

    Boston Suburban areas a good choice to run a business

    BioTechs even with the latest news had shed over 1000... Read More