HelpMeTy & WSB Small Business “Biggest Bang” eBook Series

Small Business
Marketing
How to dominate your competition
both online and offline
By Bob McClain

PRODUCED BY

HELPMETY.COM & WORDSMITHBOB.COM

Small Business Marketing

Copyright © 2008 HelpMeTy.com & WordsmithBob.com
First Printing

All rights reserved. No part of this publication may be reproduced or transmitted in any form or
by any means, electronic, mechanical, recording or otherwise, without the prior written
permission of the author.

Printed in the United States of America.

Cover design and interior layout: Lisa Drew, Lyrical Biz
Research and original formatting: Dawn Murphy, Patika Business Research
McClain, Bob, author
1. Business/Marketing/Internet

produced by HelpMeTy.com & WordsmithBob.com

Page 2

Small Business Marketing

Table of Contents
INTRODUCTION TO SMALL BUSINESS MARKETING: HOW TO DOMINATE YOUR
COMPETITION BOTH ONLINE AND OFFLINE ................................................................... 5
AUTHOR’S INTRODUCTION .............................................................................................. 6
REELING ‘EM IN ................................................................................................................ 7
WHAT’S YOUR “HOOK”? .................................................................................................................................. 7
WHAT DOES YOUR TAGLINE SAY ABOUT YOUR BUSINESS? .............................................................................. 7
PROMOTE YOUR WEBSITE BUSINESS BOTH ONLINE AND OFFLINE ................................................................... 8
How they make their revenue................................................................................................................. 8
Selling their 800 pound gorilla is a struggle ......................................................................................... 9
Offline marketing is mandatory for online businesses.......................................................................... 9
SIX THINGS YOU MUST KNOW BEFORE YOUR BUSINESS WEBSITE CAN BE SUCCESSFUL ................................. 10
There are really only two things that matter for a business website: ................................................ 10
So, how do you accomplish these two goals? ....................................................................................... 10
What you shouldn't do .......................................................................................................................... 10
So what should you do? ........................................................................................................................ 10
And what are the six things I must know? ............................................................................................ 11
Can I get a little help with these six questions?..................................................................................... 11
USING INTEGRATED ARTICLES TO TURN WEBSITE VISITORS INTO BUYERS OR CONTACTS ................................ 12
There are only two things that are important for a business website................................................. 12
Why traditional copywriting won’t work on a website ....................................................................... 13
So here’s how Integrated Articles work ................................................................................................ 13
The best approach to selling products or services on the web ............................................................. 14
ADVERTISING .................................................................................................................. 15
GENERIC ADVERTISING NEVER WORKS ......................................................................................................... 15
Don’t look at what big companies are doing ........................................................................................ 15
Small business marketing is all about “real estate”.............................................................................. 15
Are you selling your product or service or your logo? ......................................................................... 15
Pretty pictures don’t sell, they enhance. Strong copy sells. .................................................................. 15
FREE PUBLICITY ON THE WEB IS KEY TO AN EFFECTIVE MARKETING CAMPAIGN ............................................. 16
How to create an effective, free online marketing campaign .............................................................. 16
PROMOTE YOURSELF TO GROW YOUR BUSINESS ............................................................................................ 17
How do you get comfortable as the center of attention?...................................................................... 17
SO YOU THINK YOUR WEBSITE IS JUST A BROCHURE? ...................................................................................18
Here's a list of five methods you can use to improve your website sales: ...........................................18
ROCK STARS AND MARKETING ...................................................................................................................... 20
Rock stars with a strong fan base can get away without marketing. You can’t. ............................... 20
What marketing hook are you building your empire around?........................................................... 20
MAINTENANCE ................................................................................................................ 21
AWARENESS BUILDS A BETTER WEBSITE ....................................................................................................... 21
Competitor’s websites ............................................................................................................................ 21
Look at websites outside your industry ................................................................................................ 21
Don’t get caught napping… ................................................................................................................... 21
PRESS RELEASE TIP - GET CONTROVERSIAL .................................................................................................. 22

produced by HelpMeTy.com & WordsmithBob.com

Page 3

Small Business Marketing
Bush won with Controversy Marketing ............................................................................................... 22
The definition of great marketing ........................................................................................................ 22
The Richard Branson way .................................................................................................................... 22
Five things you can do to get attention ................................................................................................ 23
DON’T LET THE “COOLNESS FACTOR” RUIN YOUR BUSINESS WEBSITE .......................................................... 23
Cool doesn’t translate into sales ........................................................................................................... 23
What’s important for business websites............................................................................................... 24
SMALL BUSINESS CAN’T AFFORD EXPLORATORY MARKETING RESEARCH ...................................................... 24
SHOULD PAY PER CLICK BE PART OF YOUR ONLINE MARKETING STRATEGY? ................................................. 25
The basics of an online marketing strategy ......................................................................................... 25
Here’s a list of the basic minimum standards of an effective website: ............................................... 25
Start with Search Engine Optimization ............................................................................................... 25
Next step is Pay per Click ...................................................................................................................... 25
Either/or or both? ................................................................................................................................. 26
THE WORST MARKETING WORD IN WRITING B TO B COPY - “SOLUTIONS” ......................................................... 26
I HATE “CORPSPEAK” IN WEBSITE COPY ....................................................................................................... 27
Big words versus how people actually speak ...................................................................................... 27
Real speak versus “corp-speak” ............................................................................................................ 27
SETH GODIN IS A LIAR. AND BY HIS OWN ADMISSION, A VERY GOOD ONE. .................................................. 27
EASY EBOOK CREATION FOR BUSINESS PROMOTION AND MARKETING ........................................................... 29
A list of tips ............................................................................................................................................ 29
Picking the subject ................................................................................................................................. 29
Choosing a title they can’t resist ........................................................................................................... 29
Where to get your tips ........................................................................................................................... 29
Make it appealing and make it sell....................................................................................................... 30
Cheating (shameless self-plug) ............................................................................................................. 30
BEST PRACTICES .............................................................................................................. 31
THE RISK-REVERSAL GUARANTEE BY JAY ABRAHAM ...................................................................................... 31
Here are a few examples Jay Abraham gave in his book on risk-reversal guarantees: .................... 31
WEBSITE PRIVACY POLICY TIPS .................................................................................................................... 32
Here are the web site privacy policy tips:............................................................................................ 32
THE CLIENT FROM HELL .............................................................................................................................. 33
DOING GOOD BY DOING GOOD - GIVING BACK TO THE COMMUNITY IS GREAT MARKETING ............................ 34
TECHNICAL STUFF .......................................................................................................... 35
CONFIGURATORS ARE HOT NEW TOOLS FOR SMALL BUSINESS WEBSITES ......................................................... 35
What’s a configurator? ......................................................................................................................... 35
What can a configurator do for small business websites? .................................................................. 35
What a configurator can do for your customers. ................................................................................ 35
HOW TO AVOID SPAM FILTERS FOR BUSINESS EMAILS, EMAIL MARKETING, ENEWSLETTERS AND EZINES ...... 36
How spam filters work ......................................................................................................................... 36
They follow “rules of thumb” ................................................................................................................ 36
Three helpful articles by online marketing expert Ralph F. Wilson ................................................... 37
Good resource sites ............................................................................................................................... 37

produced by HelpMeTy.com & WordsmithBob.com

Page 4

Small Business Marketing

Introduction to Small Business Marketing: How to
dominate your competition both online and offline
Thank you for buying this book. It was written for the sole purpose of condensing all my
knowledge about small business marketing into a simple and informative format. Obviously,
there are hundreds of ebooks and printed books available on marketing ranging from massive
tomes of marketing theory to 20 Tips To Market Your Small Business.
My intention for this book was that most small business owners are working 14 hour days and
scrambling to run their business, manage their employees, and maybe, just maybe, have a life
outside of the business. The last thing you need is a lot of theory. You just want to know what to
do and how to do it as quickly and easily as possible.
That’s what this book is all about.
There are a lot of links within this text to lots of free articles I’ve written on the subject of small
business marketing and website marketing. While this affords you a lot more information for
your money, you can sometimes find yourself buried in information. If this happens, pull back
and re-read the text up to this point. Then go ahead and finish the book and then go back and
explore any links that seem to lead to more information that you feel is useful to you right now.
Otherwise, simply work with what’s in the text and know that there’s more information available
if you get stumped. Hopefully, you will take notes as you read and use those notes to begin
assembling a marketing plan. A marketing plan doesn’t need to be a twenty page dissertation. It
can simply be a one page document of bulleted points listing what you will accomplish, in the
order you plan to accomplish them. You can always write up a quick sketch of “how-to” to
accompany any bullet point that needs more detailed “explanation”.
I hope this book is helpful to you and leads to greater prosperity for your business.
Good luck!
Bob McClain
WordsmithBob.com

produced by HelpMeTy.com & WordsmithBob.com

Page 5

Smalll Businesss Marketiing

Autthor’s
Intrroducction
Bob McC
Clain is a Twiin Cities-bassed author, SEO
S
expert, an
nd web copyywriting speccialist who helps
h
small to mid-sized
m
bu
usinesses ma
ake their
websites and their marketing
m
cam
mpaigns more
focused, more resultss-oriented, and
a track-ab
ble.
He is a sh
hameless ad
dherent to the teachings of
copywriting and marrketing lumin
naries such as
aham, Dan Kennedy,
K
Jeff
ffrey Dobkin and
Jay Abra
Mark Joyyner. What’ss more, he ha
as no probleem
with the idea of lookiing beyond what’s
w
“standard
practice”” in copywritting and marrketing to fin
nd solutions that go beyo
ond expectattions. And God
G
help the marketer
m
McClain work
ks with who’ss more focussed on winniing awards th
han helping
g
their clieent.
McClain received a BA
B in Techniical Commun
nication with
h a Minor in
n Creative Writing
W
from
Metropollitan State University
U
in St. Paul, Miinnesota. Hee lives in Min
nneapolis, MN,
M with his
lovely wife and classiical singer, Lisa
L Drew. He
H is proud to claim two talented and
d beautiful
daughterrs who are deeveloping in
nto fine citizeens and conttributors to the
t bettermeent of societyy.

produced by HelpMeTy.com & WordsmithBob.com

Pagee 6

Small Business Marketing

Reeling ‘em In
What’s your “hook”?
Every small business person, especially anyone in
sales such as real estate, needs to have a “hook”. A
“hook” can be anything from wearing a purple bow tie
to “Hot, fresh pizza in thirty seconds or it’s free.”
If you’re too young to remember that last slogan, it
came from Dominoes Pizza. And Tom Monaghan rode
that slogan from a few stores into the biggest pizza
chain in America.
I have three hooks. One is my business name,
WordsmithBob.com. Most people can figure out what a “wordsmith” is. And quite often, people
can’t remember my name and will introduce me as WordsmithBob.
My second hook is my car. A screaming bright yellow Ford Focus hatchback with my company
name down each side in black vinyl letters, the hood painted matte black and a
little judicious use of matte black spray paint in strategic places to make
the car look racy.
Everyone remembers the car. Whenever I introduce myself in a
networking event, at least one person says, “Oh yeah, I saw your car in the parking lot.”
And my other “hook”?
“I turn websites into 24/7 sales machines!”

What Does Your Tagline Say About Your
Business?
Taglines can be a tough proposition. How do you embody everything your company stands for in
a handful of words?
One of the best taglines ever written was, “Fresh, hot pizza in thirty minutes or it’s free.”
Dominoes, right?
I’ve been thinking a lot about taglines lately for two reasons. Almost every client I get either
doesn’t have one (because they can’t think of one) nor has a bad one (that may have sounded
impressive to the owner at the time but doesn’t mean a thing to potential customers or clients).

produced by HelpMeTy.com & WordsmithBob.com

Page 7

Small Business Marketing
The other reason is because I was driving down the highway the other day and saw a courier
truck with the company tagline proudly displayed across the back of the truck:
“Dedicated to Performance.”
And I asked myself, what does that mean to someone who needs a package delivered? This
tagline could be attached to any company. A grocery store, a car company, a hair salon or a tax
service, what’s the difference? And finally, who cares?
Now compare that tagline to another company in a very similar business:
“When it absolutely, positively has to be there overnight.”
FedEx.
Do you see the difference? That tells me exactly what FedEx does and why I want to use them.
Do you think they would have become one of the largest delivery companies in the world with
the tagline: Dedicated to Performance?
To learn more, read my article on how to create a tagline or
slogan for your business.

Promote Your Website
Business Both Online and
Offline
I have friends who own an online dining guide. They’re
always bragging that they’re the 800 pound gorilla in their
city. The numbers speak for themselves. They get 300,000 unique visitors a month. In fact, if
you Google a restaurant in our city, their listing in the dining guide will pop before the
restaurant’s website. And yet, my friends are only making about 60 grand a year from it.
Now you might say that’s not chump change for an online business. But at least half of that
comes from his search engine optimization, web design and hosting business. So that leaves us
with about 30 grand for the actual dining guide.
So why, if they dominate their market, aren’t they making decent money from this thing? For
one thing, if you ask anyone around town about their dining guide, no one’s ever heard of it.
Even though a majority of people in our city have probably been to it and use it regularly.

How they make their revenue
My friends don’t do any off-line advertising. So they have no brand value at all. No name
recognition. They sell very little advertising on their site. And mostly, the only thing they
advertise is restaurants, and that’s only on the home page. So almost all of their revenue must
come from selling premium listings to restaurants.

produced by HelpMeTy.com & WordsmithBob.com

Page 8

Small Business Marketing
Selling their 800 pound gorilla is a struggle
They’ve been around for almost eight years, they dominate their
market, and yet every time they make a phone call to set up an
appointment, they have sell, sell, sell. And it’s a struggle and
long drawn out process with almost every restaurant they
approach. Why?
Because most restaurant owners are not web savvy. They just
don’t understand the value of the web. And they’ve never heard
of this online dining guide.
I write all of the restaurant stories and profile pages for their dining guide. When I call the
restaurant owners, most times they say, “You’re with whom?” And only a few days ago they
signed a contract with my friends.

Offline marketing is mandatory for online businesses
Since the dining guide doesn’t advertise at all, every sales call starts from scratch. “This is who
we are, this is what we do, and this is why you should use us.” And quite often, one of the first
questions they get is, “so where do you distribute your dining guides? I haven’t seen them.”
Restaurant owners are used to the idea of advertising in print. And with no offline advertising to
establish brand identity and distinguish them from print, it’s another uphill battle for my
friends.
If you dominate your market and you’ve been around for eight years and your advertising has
been effective, people should be coming to you. These people should never have to pick up the
phone. They should be the decision maker in the process.
Here are the facts on marketing an online business. You have to have a recognizable
logo, you have to have an effective by-line, you have to get your business cards in as many hands
as possible, and you have to advertise offline.

produced by HelpMeTy.com & WordsmithBob.com

Page 9