Many organizations throughout the Richmond metro area offer many classes and lectures on advertising for business owners. While the information is valid, the presenters are knowledgeable, and the intentions are excellent, most don't leave small business owners any sense of what they can actually do in the way of advertising to start building their business.
There are several reasons.
Theory doesn't help much
First, they explain how advertising works overall. That's fine as far as it goes, but it doesn't leave small business owners who do their own marketing with any specific action they themselves can take right away. Which leads us to the second problem.
Good advertising professionals tend to think in terms of sustained, long-term campaigns. They should. But sustained campaigns cost money. Lots of money, even in a relatively small market like Richmond. More money than most small-business owners, who in the best of times can scrape up the cash for a one-shot here and there, can afford – especially in this economy. Coupled with that is the fact that most small-business models need results quickly, not just building gradually over time.
Walk before you run
Marketing professionals usually assume you've already taken care of the basics, so they present their information accordingly. But there are dozens of basic, low-cost steps that too many small-business owners haven't taken yet -- because no one's shown them how or why.
Practical, not theoretical
That's why, at 6:30 this coming Wednesday, August 28, in the second-floor Community Room at Martin's Supermarket on John Rolfe Parkway, the Richmond chapter of SCORE and the Small Business Administration will be offering a different kind of marketing workshop -- one more closely tailored to the needs of small and start-up businesses.
What makes it different is that instead of dealing with the theory of advertising, it deals with 39 basic, proven, low-cost actions that small-business owners can take to build their business through advertising and marketing, including:
how to measure your prospective target audience, for free.
how to save hundreds of dollars on business cards.
how to get $5,000 worth of search engine optimization for $10 a year.
how to save on media buys.
how to avoid media buys that cost more but make your marketing less effective.
Avoiding wasteful conventional wisdom
Especially for small businesses, following the conventional wisdom can be expensive -- sometimes unnecessarily so. At this workshop, you'll learn experience-based, inside tips that counterintuitively get more results for less money than the standard approach, such as:
which sponsored-link rankings drive the most traffic (and it's not the top ones).
why a smaller print ad attracts more readership.
So if you're in or near Richmond, join us. You've got nothing to lose but the $25 registration fee (which goes to support SCORE's nonprofit, volunteer programs for small business) and two hours of your time. That works out to 39 smart ideas for a hair over 64¢ each. And you'll walk out with a to-do list that can make your marketing efforts more effective.
Seating's limited, and the last session of this workshop was booked solid. So click here to register by August 27. Or phone 804-771-2400, extension 131 if you have any questions.
Operators are standing by.