Publicity for Your Small Business

A Home Business Article Contributed by G. Uma Bennett

Make Your Small Business Famous with Publicity

Even a well financed small business may have difficulty keeping up with the high costs required to produce a quality advertising campaign. Add to this the fact that the buying public is overwhelmed with advertising everywhere they turn to the point that many people say they have begun to ignore ads altogether, small business owners have to be very creative in the ways they deliver their message.

Publicity is different from paid advertising as it is usually tied to an event that highlights a product or service in a very subtle way. For instance, the man who stops you in the supermarket and spills oil on your sleeve has created a problem that many of us have faced. His offer to solve this problem, leads to the demonstration of his product to remove the stain.

This indirect method of advertising is very effective for small business because it involves you personally and usually is witnessed by a captive audience.

Are Your Running an "Invisible" Small Business?

How visible is your small business in the marketplace? If your company has not established brand recognition, your position may be hard to define. Branding" your product or service is key in this process, it goes hand-in-hand with company image.

Mention the word "Coca-Cola" to most people and immediately the trademark bottle and signature red and white colors come to mind, along with the qualities of the product: refreshment and great taste, which are all tied to the consumer benefit of having fun. This is the magic formula that you have to define for your product or service. Select brand name that conveys the strongest benefit that you can relate to motivate consumers to buy and then create a image that supports your concept.

Reinforce your image through every means available to you, print and online advertising, publicity and community activities with variations on your theme to enhance your small business visibility and increase sales.

Wanted - Small Business Success: Sense of Humor Required

People tend to be very serious in discussing small business, particularly when it comes to finances, legal matters and taxes. However, on a day-to-day basis, taking a serious approach to everything becomes quite tiring and stifles creativity as well. It is important to remember that human nature plays a role in your small business, yours as well as that of your customers and a sense of humor can go a long way in establishing good relationships that benefit your company.

Additionally, when problems arise, a healthy sense of humor will enable you to keep your balance as you work through the problem solving process, allowing you to access your creativity at the time you need it the most. When we approach situations seriously, there is a certain amount of tension or stress that comes with it. To achieve success in small business, plan carefully, seek professional counsel and make sure you keep your sense of humor intact to avoid taking the challenges too seriously.