By: Susan Prince


Marketing is something that is essential to all businesses if they are to been successful and yet it is something that many businesses do very badly. You can have a fantastic website with excellant products but if nobody sees it you are not going to sell anything.

The purpose of your website

The purpose of your website is to sell your products or services. Be sure to keep the site focus on business and not on yourself. Customers do not care about you or your life but about what you can offer them to improve or enhance their lives. Be sure to offer free items and always have a way of capturing those all important email addresses. Offer a newsletter, a questionaire or even a survey to get the customer to part with their addresses and once you have the addresses use them. Invest in an autoresponder and learn how to use it.

One of the first rules of marketing

Test and measure every aspect of your marketing campaign. Test all your marketing methods and every ad, headline, sales letter, email etc. Are the methods successful, did they make a profit, if so how much and at what cost. If the returns are good continue to use the ad etc. Discard any methods which show poor results.


There are two types of advertising.

Brand Name

The advertising is gear to build and increase awareness of a companies brand. This method is really only used by the big boys of business like Coca Cola as it is costly.

Direct Response

We advertise, it produces a response so allowing us to know instantly whether it is working or not. We can then decide whether to discard it or continue running it.

Writing a ad.

When you write an ad it should always be personal, put yourself in the customers shoes and address the customers needs, desires, fears and hopes. Show the customer how your product or service will benefit and satisfy their needs. Remember the golden rules when writing that ad.

ATTENTION - Capture the customer attention

INTEREST - Keep the customers interest

DESIRE - Make the customer want or need your product or service

ACTION - Encourage the customer to take action. eg. Order

Pay attention to any ads that you read. Take notice of the ones you like and dislike. Keep a copy of the ones you like and use them as models for your own ads.

Marketing strategies

You will need to have a marketing strategie or plan in place to promote your business. Some of the following are methods you can use:

Online marketing

  • Search Engines
  • Free and paid ads
  • Viral marketing
  • Ezines
  • Link exchanges
  • Email
Offline marketing
  • Business cards
  • Brochures
  • Printed ads
  • Radio
  • TV
Always present a professional image in all your marketing methods as you only have the one chance to make a good first impression.


While your marketing methods are gear towards attracting new customers be sure to look after the customers you already have. Follow up with them turn them into friends and they will buy from you for years. Good luck in your marketing efforts!

All the best Sue

© 2004 Susan Prince. All rights reserved.