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Marketing is easier to define than to do--especially forhomebased business owners with limited funds, limited time and lotsof distractions. Jeanne Koester is one entrepreneur who hasovercome those challenges. The author and publisher of 100 Tipsfor Starting a Small or Home-Based Business has run asecretarial and business support service from her home in SugarGrove, Illinois, since 1992. Here are her top five marketingstrategies:
1. Market your confidentiality. One of the great concernsof many clients is confidentiality, Koester says. The small size ofhomebased businesses can be marketed as a strength in terms ofensuring potential customers that when it comes to their business,mum's the word.
2. Target other homebased entrepreneurs. "Theyunderstand the challenges you've been through and are oftenhappy to use your services," says Koester.
3. Take advantage of your flexibility. You set your ownhours, so take advantage of cheaper rates on phone and fax charges.Fax at midnight--you'll save money and ensure your message isthe first thing customers see in the morning. Also use flexibilityas a selling point to selected clients: "Working on rush jobsor doing an occasional overnight turnaround is something you can[offer] to special clients or when you want to get someone'sbusiness," says Koester.
4. Take the lead. Get out of the house--and get known."If you position yourself as a leader, you get morepublicity," says Koester. Taking a leadership role in yourchamber of commerce, networking group or trade association ensuresyour company's name shows up frequently on theorganization's letterhead, press releases and anything elsesent to the community.
5. Stay motivated. Homebased entrepreneurs have to workharder at this than those in larger businesses. Attend seminars,workshops and conferences; meet and network with others in yourindustry; and keep abreast of changes in your field by readingtrade journals, newsletters and other publications.
