The Art of Getting Noticed

Posted on by chrish

I like to think of business as the art of getting noticed. Sure, there might be better offers out there than yours but if you get the attention–you get the business. What’s that mean? Well, let’s talk about marketing. I know I hear it too, it sounds like some buzzword that gets thrown around a lot in business circles, right? Makes the person using it sound important. But hear me out—marketing is not just a task on your to-do list (okay, it’s on there too); it’s the lifeblood of your business. Seriously! It lives and breathes because of your marketing efforts. If you want to succeed, you’ve got to be active and focused about getting your brand out there. Otherwise, what are you really doing? Just running in circles?

My aunt was an Avon rep. when I was growing up. No knee jerk reactions, they actually have some really great products. She gave me a deo for my boyfriend when I was in highschool since nothing quite covered it for him (the it was the smell of perspiration) Avon came to his rescue and made him a convert. Her business thrived, but only because she was willing to do the marketing that went with it, she got the word out while some of the other women in town came and went as reps. because they lacked that finesse.

So, what does it mean to actively market your business? Well, first off, it’s about understanding who you are (you fulfill a unique position in the market) and what you stand for (which reflects on your offer). Think of it as crafting a narrative, marketing is a little like storytelling. You want people to connect with your brand on a personal level—not just see it as another name in their crowded inboxes or social feeds. Think Drunk Elephant. It’s about telling your story and making sure people know where you want to go. But here’s the kicker: they won’t know if you don’t tell them! Be open. Let them get to know you. The creator of Drunk Elephant did this wonderfully on the company’s About page.

She does it with “Our Story.” Not the our, Tiffany Masterson is synonymous with the brand.

Okay, the art of getting noticed. Let’s break this down into bite-sized pieces:

Know Your Audience

Understanding your audience (you do right?) is like having the secret sauce for successful marketing, it makes everything better. So, who are they? Do you know? What interests them? Hopefully you business if you are marketing to them. Okay, right … these questions might seem super basic, but they’re crucial ones you need to answer. Think about the things like demographics—age, gender, location—but also consider their psychographics (yeah, it’s a word): their values, motivations, and lifestyle choices. Do these things overlap? What keeps them up at night (hopefully not your product)? What makes them laugh (hopefully not your product)? And don’t forget to explore where they hang out online or offline (if it sounds like you’re stalking them it is because you are). Marketing is about knowing who to market to and how. So … are they scrolling through Instagram, engaging in Facebook groups, or perhaps attending local meetups? Before we continue, I should note, this isn’t just a checkbox exercise; it’s vital because marketing isn’t one-size-fits-all solution. That is why blanket advertising rarely reaps the most rewards. Tailoring your approach based on this understanding will set you apart from the noise. Drunk Elephant marketed to health conscious cosmetic consumers in a time when that was the rage, that time was 2013. Six years late she sold her company for $835 million. Know. Your. Audience.

Get Out There

Now that you know your audience, it’s time to make your presence felt! Whether it’s crafting lively social media posts that spark conversations, sending out informative email newsletters that land right in their inboxes, or even hitting the pavement at networking events—putting yourself in environments where potential customers can notice you is key. Don’t be shy! Share snippets of your journey and show up authentically. The more visible you are in spaces where your audience congregates—be it virtual or physical—the higher the likelihood that they’ll start recognizing and remembering you.

Focus on Value

Here’s a little game-changer (that changes the way you play the game): instead of bombarding your audience (don’t YOU hate that?) with constant promotions (yawn), focus on creating content that genuinely adds value to their lives. This works wonders. So, for instance, consider sharing insightful tips or helpful resources with them, ones that directly address their needs and pain points (marketing talk for the problem you solve). Maybe write a blog post (oh, look—I’m writing a blog post) it can be about common challenges in your industry and provide actionable solutions (I should point out that you need to know your industry). This strategy builds trust (unless you don’t know what you are writing about) and positions you as an expert (a good position) rather than just another salesperson trying to push products down their throats. The latter is sort of like hitting them over the head with a stick. When people see you’re invested in helping them rather than merely selling to them (read: after their money), engagement naturally follows.

Be Consistent

Alright, you know me. My style. And my standpoint by now. I have shared it amply with you. People can say a lot about me, but one thing I am not is inconsistent. Consistency breeds familiarity (you know me)—and let’s face it, familiarity often leads to loyalty (though I don’t think that extends to me). It’s important to regularly pop up on your audience’s radar (no a UFO coming out of nowhere) with engaging content and updates about what you’re doing (and yes, don’t hesitate to share those inevitable stumbles too! They make you human.). Creating a rhythm is important because it helps establish a connection over time; it becomes part of their routine to check back for what you’ll share next. Regularly showing up not only solidifies your presence but also subtly reminds them of who you are (if they like you this is a major plus) and what value you’re providing.

Feedback Loop Feedback Loop Feedback Loop Feedback Loop…

I wanted to look at this one LAST, not because it’s the least important—no—don’t shy away from soliciting feedback! True, it can be scary. Encourage open conversations with potential customers about what they think of your offerings or ideas for improvement. It won’t all be actionable. But some might. And then … This input is gold; it shows that you value their opinions while also providing insights into how you can better serve them moving forward. A simple survey or an informal chat can work wonders here! Not only does this build community around your brand (read: brand loyalty), but it also allows for continuous improvement based on real user experience (because let’s face it, no product is perfect).

Now here’s the thing—it’s not just about shouting “Look at me!” into the void (remember what I said about blanket advertising?); it’s much deeper than that. Marketing involves building relationships over time—a patient game of connection-making where every touchpoint counts. Making you a success.

But wait…what happens when you’re not actively marketing? Downtime? Like I’ve said it is a full time job. Just imagine: You’re grinding away at creating amazing <STUFF> but barely anyone knows who you are (and worse you don’t know anybody either). It’s like shouting into an empty room—frustrating (to say the least)! That constant push toward visibility means putting yourself out there consistently until people start recognizing your name/brand (like some catchy tune stuck in their heads, after a while they’ll remember, in the case of the song they might not like it, but they’ll remember).

So why should we care so much about marketing our businesses? Because it is your business. Duh!

Well, success comes when people know who you are (what you sell) and what value you offer them. That awareness is important because it translates into trust (hopefully)—and let’s be real here—trust is essential for closing sales! Plus, being proactive with marketing opens doors to opportunities—collaborations or partnerships—that could take your business further than you’d ever dreamed. Well, not for me, I dream pretty big.

As daunting as all of this may sound (believe me, I’ve been there, am there), remember that even [small steps matter]()! Maybe start by posting once a week on social media or sending out a monthly newsletter sharing insights from behind the scenes at your company—whatever feels comfortable yet impactful for you! Be consistent!

And hey! I’m here rooting for you because I’ve seen firsthand how powerful effective marketing can be when done right. So go ahead—get out there make some noise! Let everyone know exactly where you’re headed and how scary exciting the journey will be along the way!

In essence, successful marketing boils down to being visible while staying genuine (that should be easy for most of us); showing potential customers not only where they can find great products/services but also why choosing YOU will make a difference in their lives.

Now take those ideas—and run with them … Or bike if that’s more your style! I love my bikey.

Business Cards You Can Call Them My Secret Networking Weapon

Posted on by chrish

Ah, networking! Lover it or hate it, you have to do it (at least if you want your business to succeed). I like to think of it as that secret sauce everyone talks about but few really understand (thus the secret part). You know, the kind of thing that can elevate your business (think skyrockets in flight) from obscurity to a household name (at least in your community)—if done right, of course. They are easy to over look. They appear dated and obsolete, but … Think of it as an advertisement for your brand, just with a bit more human touch. That last part is crucial. Yes, marketing is essential (and yes, I’m looking at you, newspaper ads and flashy online campaigns), but let’s not forget the real power lies in those face-to-face / one-on-one encounters—yes, the good old-fashioned personal connections. The ones you actually remember.

We see around a hundred faces a day, advertisement weighs in at about the same (thedrum.com puts it in the range of 93 ads per day, we see 93 ads per day) and unlike the faces in the crowd they are fighting for our attention. SO why is it that we need to see them three times before we even start to take note? They lack personality.

That’s where the human touch comes in to play.

Now, if you’re anything like me, there’s something electrifying about meeting potential clients or partners in person (or you actually fear this part). There’s a magic there (regardless of which camp you’re in’), making eye contact and saying something like: “Hey! Let’s chat about how we can work together.” It feels genuine. It feels real. Because? It is. And let’s be real for a moment ourselves—there’s no substitute for that moment when you hand over a business card and see the light bulb go off above their head (maybe it goes off above yours too when you receive one). Those little pieces of cardstock (cheap, affordable, and in every color of the rainbow)? I’ve said it before (here). But they really are tiny cut portable billboards–yet, they encapsulate who you are and what your business represents in a bite sized document. Genius!

Business Cards or Paper With 600 Years of History

Did you know the history of business cards dates all the way back to the 15th century in China (that’s 600 years ago), where they were referred to as “visiting cards” meant to indicate someone’s intention to visit, or in other words announce themselves. You can still see this being done in the HBO series The Gilded Age. Over the years, this idea transformed, and by the 17th century in Europe, trade cards began to appear (what we would today call the business card), ultimately leading to the contemporary card designs we see now.

Just like then, they need to capture the reader’s attention like those other pieces of advertisement don’t.

While I was writing I felt a need to find some sort of business card that just screamed brilliance. That is a card that took everything I have always said, converted that into a design and stuck it out their. Do you think a card like that exists? Sure I do too. Still, I didn’t find it (in the five minutes I spent looking). I did find some interesting business cards, ones that were close to what I had in mind, and other designs that weren’t. But I think that there was too high of expectations on my part by not knowing exactly what I wanted to actually go out and find that perfect business card.

Good business cards are like that. You know them when you see them.

Now wait! Before you start hurling business cards at everyone in sight (which I fondly refer to as “business card bombing”), let’s get one thing straight: quality trumps quantity here. Though I am a proponent of having two sets, the daily use ones and the special occasion cards. Instead of scattering your cards like confetti at a parade—which, by the way, most people won’t appreciate (now branded candy is another matter entirely)—focus on forming valuable connections. Real connections. Connections where people remember you. Here is a though experiment: you meet someone interesting during a networking event organized by your local chamber of commerce or trade association (yeah, they do this sort of thing). You engage in meaningful conversation about mutual interests or challenges (both good talking points) faced in your respective industries—and then comes the moment (the cherry on top): “Let me share my card.” That connection might just blossom into collaboration down the line! And what did it cost you? A business card. Well worth of the couple of cents they cost if you ask me.

Speaking of which, chambers of commerce and trade associations are true champions for small businesses (check yours out locally if you’re) seeking networking opportunities. These organizations work sort of like hubs where entrepreneurs converge to swap ideas and form alliances. Both of which are valuable. Look around; they often host mixers or workshops designed specifically to foster these sorts of interactions. By attending such events, you’re not just filling up your calendar (though for the lonely among us they might be well needed social interaction)—you’re investing time into building relationships that could pay off handsomely.

And sure, while we’re at it, don’t shy away from using flyers or social media promotions; they definitely have their place in your marketing toolkit. But remember—their strength lies elsewhere (use the right tool for the job); they communicate broadly rather than personally (you will have a much smaller ROI <- Return on Investment). Business cards, their job is being personal, they excel when it comes to those intimate exchanges where trust forms and intentions are laid bare (well as bare as they’re ever laid bare in such meetings).

So what do you do with these tools? Use them wisely! Make sure you have them handy, make targeted appearances at networking events that align with your niche rather than trying to cover all bases indiscriminately (you can use my term “business card bombing” next time you’re at one of these meet and greets, you’ll be the life of the party)—it’s about being deliberate here folks! When engaging face-to-face with someone who shares similar goals (remember, not indiscriminately) or interests—a little spark ignites that can lead to incredible opportunities.

Now here’s where it gets even better, at least I think that it does: Most successful businesses didn’t thrive solely on traditional advertising; no, they grew because of their owners. People who understand how critical these connections are to cultivate growth within their communities (think local, then grow). After all, people prefer doing business with those they feel connected to on some level (and community members have that built in).

I have been typing for what seems like forever, you’ve been reading the fruit of that, so I will say in closing—embrace networking like you’d embrace an old friend waiting eagerly at a coffee shop (minus the awkward small talk). Whether through chamber events, local groups focused on entrepreneurship, or chance encounters where they arise—you’ve got avenues ripe for exploration right at your fingertips! So grab those business cards (no, not those—the real ones!) and step out into the world alert and ready to connect—not just promote—but build lasting partnerships that foster both personal and professional growth along this wild journey of ours called entrepreneurship!

Now get out there, I’ve kept you busy long enough—there is probably an event tonight. Oh, and don’t forget to follow up after those initial chats; nothing seals deals quite like maintaining momentum post-networking! Happy connecting!

Feeling Overwhelmed Yet? Good. Let’s Talk Marketing.

Posted on by chrish

“I’ve got a business!” Hold on—before you pop that confetti, there’s a little thing called marketing (it’s what takes your business from bust to success) and that’s about to take center stage in your life. And let me tell you, it can feel like being pulled in a million different directions at once (it isn’t as painful though as it sounds, just takes a bit of concentration). Seriously, have you ever tried juggling chainsaws? I saw a man do that once. I still have nightmares. This isn’t like that. Well, this might be just as intense (but with fewer injuries).

You see, promoting your business is no small feat. Like those chainsaws, marketing is a juggling act. Whether you’re hitting the digital streets or trying to make a splash locally, marketing is basically a full-time job all by itself. That means when you start a business you are holding down two full time jobs, one is the business the other is promoting it. Ah! The pressure! I’m sure the guy I saw juggling felt it too.

What if I told you that choosing the right promotional materials could ease some of that stress? Yep! That’s where I come in. I’m here to tell you just that.

So what exactly are we talking about when it comes to print materials? Let’s break it down into small manageable bites, like cookies, but less tasty, because who needs more overwhelm in their life? I don’t!

It’s time for some classics! And a rule: Start small, stay with what works, and make an impression.

First up are business cards. Now, I know what you might be thinking—aren’t they a bit old school? Sure. You got me there. But hear me out! They work. Why? There’s something undeniably gold about them. Say you’re at a networking event, and you meet someone who just sparks your interest, cool, maybe thy will feel the same about you. You chat, share ideas, and think to yourself, “Wow, what a great connection!” Then in the blink of an eye, poof! Their name slips from your memory like water through your fingers. Splashes on the floor, and then somebody mops it up, not you though. You’ve found somebody who just sparks your interest. This is GREAT! I love networking events, so many great people! That’s where, wait for it, a well-designed business card swoops in to save the day (or work asa a little reminder of that amazing potential contact). You whip it out with confidence (your business card, jeez) and hand it over—not only do drop contact info about who you are, but you’ve also made an impression (even terrible business cards do this, just sub-optimally). Here’s a bonus tip I’ve learned over the years—consider having two types of business cards—one specifically for formal networking events the another for those more casual daily encounters. I call it the beater. It saves money on your posh cards, yet, this way, you’ll always have a card at your fingertips!

Next on our list … flyers and brochures. This really depends on your business type, but they are worth considering. If you’re new to the local scene or planning an event that needs some buzz, then these pieces can be perfect for quick promotions! They are also pretty cheap. Usually around the same price as business cards if you buy a bulk of them. I like to think of flyers as mini billboards; and I mean, they need to grab attention without overwhelming passersby with too much information. Create a good impression. The key here is simplicity! Bright colors (don’t puke colors onto the flyer, think bright but tasteful) and clean design will help ensure that when someone spots your flyer (if it is too bright, from across the street, and they’ll keep going’)—or even just glances at it in their hand—make sure that it pulls them in rather than leaves them confused.

Now let’s talk about those charming little postcards you may have seen around town. This one really depends on what you’re going for, but these gems are incredibly versatile tools. They are more than scaled up business cards. Employ them for keeping your brand fresh in people’s minds—and they fit so nicely into mailboxes! Practical isn’t it? It’s almost like they were meant to be there. Postcards can serve various purposes so don’t be afraid to make use of them. For examle you might use them for special promotions (think clearance sales and the like) or send personalized notes to loyal customers. Now I am not suggesting saying something sweet like “We miss you!” But that was sweet of you to say. It’s those little touches that show your customers they’re valued and … remembered. Because a remembered customer is a valuable customer.

Moving on to banners and signs, if you’re planning an event or setting up shop at a local market, trust me when I say banners will become your best friend! They are also pricier. Yet, they have the magical ability to draw eyes (when done right) from across the room (or parking lot). The goal is to optimize information intake. In mere seconds, they convey key information—like who you are what amazing things you’re offering—all while being visually striking enough to make people stop and take note. A well designed banner and signage is worth it, and depending on your needs reusable. They are also more expensive, oh wait, I mentioned that already.

Last but certainly not least are promotional products. At least if it relates to your industry. Let’s think beyond paper here (I’m suggesting swag, do people still say that?); you can for got branded pens, tote bags, or even stickers, anything really that can leave a lasting impressions long after potential customers have pocketed the goods. Imagine someone using your pen (I got one from a mechanic and then went on to get my oil changed there every year) or carrying around your tote bag while grocery shopping (I got all of my totes for free, but I’m cheap)—it’s like gifting free advertising every time someone interacts with those products; it’s truly a win-win situation! Because, like branded shirts they become walking billboards.

So there we go, I did it—five tried-and-true marketing materials which will help amplify your brand’s awareness whether you’re just starting out or looking to spruce things up a bit. Sprucing is something you should never neglect! Each has its unique charm and effectiveness when used thoughtfully! From humble business cards for B2B or B2C to banners and other promotional materials they all have a place.

Now that we’ve thrown some ideas around let’s get practical—but wait…don’t forget about strategy amid all this chaos! One thing nobody needs is more free promotional crap stuff thrust at them in an attempt to get noticed. That’s sad. Don’t do that.

Instead you need to focus.

Choosing the right materials depends on several factors: Who’s your target audience? Where do they hang out (online or offline)? What message/image do you want to convey? Don’t worry; I know this sounds like a lot—not unlike trying to find matching socks when you’re already late—putting the time in early saves you in the end!

Sorry if any of this has left you scratching your head (are you sure I’m to blame, you may have lice)—or perhaps wondering how on earth you’ll manage all these tasks (don’t worry you will)—take heart! Start small; pick one or two print materials based on budget and then target them where your potential customers are most likely to engage with them.

In closing (because let’s face it—I can’t keep rambling forever!), remember marketing a small business isn’t just about creating pretty things (that’s the fun part, but you need to put the work in to sell them)—business is about building relationships and making connections that resonate with people, hopefully in meaningful ways. I’ve highlighted some options today—its your job to dive into those marketing materials armed with knowledge and confidence!

And hey, if you’ve got thoughts or questions about any specific material mentioned—or even ones not listed here—feel free to drop a comment below! Let’s navigate this chaotic yet thrilling world of marketing together!