12 Commandments for Small Business Marketing

By Barry Thomsen

1. Thou shall know they target customer—you’ll spend your advertising and direct mail dollars wisely if you know exactly who you’re going after and use the correct media.

2. Thou shall provide excellent customer service—whether in your store, at a sales call or on the phone, make your customers feel like the important persons they are. They will remember how they were treated long after.

3. Thou shall know what thy competitors are doing—shop their store, surf their Website, watch their ads and get on their direct mail list and you won’t be surprised later.

4. Thou shall go after free publicity often—you can always think of something new or different to send a press release on—do it monthly.

5. Thou shall deliver more than thou promises—surprise your customers and prospects by giving something extra; faster delivery, free refill, faster quotes, free upgrades, a small gift, etc.

6. Thou shall use a Website and e-mail—if you’re not a computer wiz, learn the basics so you can communicate in today’s world.

7. Thou shall reward customer loyalty—your repeat customers are what will keep you in business and make you grow. Show them you care and need them.

8. Thou shall use advertising and direct mail religiously—people won’t remember your ad or mailing from 3 months ago; you need to remind them again and again.

9. Thou shall test, test, test—the ad or direct mail pieces you used last time may need to be changed and your mailing list may need to be refined. Always monitor responses.

10. Thou shall always look for new products and new markets—expand your prospect base and sell more products to you existing customers. Keep looking— they’re out there.

11. Thou shall ask for referrals—if you don’t ask, you probably won’t get them. Your current customers are great sources of new business.

12. Thou shall review the previous eleven commandments—monthly or weekly to remind yourself how to build your business. Many of these get forgotten or overlooked if they are not visible all the time.

Author Bio: Barry Thomsen is the Publisher/Editor of the Small Business Idea-Letter and President of Colorado Cards & Magnets Inc. He has over 30 years experience in small business start-up and marketing. He can be reached at (877) 700-1322 or at idealetter@aol.com