Have you ever stopped to count the number of ads received in your inbox on any given day? Isn’t it ironic that most of those ads are selling some form of advertising? Advertising and promotions are big business and, unfortunately, most of the programs promising miraculous results are designed to make money, but not necessarily for the advertiser. Caution is the word of the day for a small business owner with a limited advertising budget.

So what do you do? You have to promote your business. The “build it and they will come” theory only works in fantasy movies.

Many will say that you can’t be in business these days without a great website or that a newsletter is a must. Some join link exchange programs and others buy space in business directories. There are probably more ways to spend your advertising dollars than there are ways to earn them. The trick is in making sure that you don’t spend more dollars than your advertising brings in.

I have a confession to make. I have never sent out a regular, consistent newsletter, and my website has always served more as a place to send people to learn more about my business than as a vehicle for bringing in new clients. This may sound shocking, but business is good – better than good – business is great!

My secret is simple. My business grows because there is no form of advertising more powerful than word of mouth, especially when the word is a good referral.

Before you can get a good referral, you have to have a client. So to begin with, the person talking about your business should be you. And you should be talking about your business at every opportunity to anyone who will listen.

Networking is a very effective way of promoting your business, and you can advertise this way without spending a dime. The oft touted “elevator speech” was actually invented to be used in the elevator between floors as a way of introducing your business to strangers.

For a relatively small investment, you can narrow the focus of your networking by joining associations and getting to know business people who are likely to need your services. When you’ve identified your target clientèle and are ready to make an investment in promoting your business, trade shows and conferences are also a great place to meet a lot of potential clients in one place and at one time. No matter where and when you find yourself networking, be sure to remember the golden rule: always have business cards with you and don’t forget to follow up.

Get to know others in your industry and work cooperatively with them. IVAA offers some great opportunities to meet and work with other Virtual Assistants through discussion groups and message board forums. Referrals and sub-contract projects can come from other VAs when they know your specialty and are familiar with your work.

Once you’ve told everyone you know about your business (often enough that some of them start to leave the room when you walk in) you’ll find that you aren’t the only person talking about your business. You may start to get calls and emails from people who heard about you from your trainer at the health club or your child’s teacher or even the checker at the grocery store where you shop.

Referrals like these are great, but the ones that really grow your business are the ones from happy clients.

Every project that you complete to the client’s satisfaction is an opportunity for growth. Not only does a satisfied client continue to give you work, but they also provide the most powerful method of advertising available to you. When a satisfied client refers your services, their recommendation is:

• more relevant than the best ad copy,
• directed toward your target market,
• trusted and believed,
• and it’s free!

To make the most of this powerful promotional medium, you have to do two things; first, you must make sure that every client is a satisfied client. Then, when a client compliments you on your work or tells you how happy they are with something you have done, ask them to spread the word. Don’t be shy about asking.

Many clients will happily recommend you once you’ve planted that seed where they might not think to, otherwise. Sometimes, simple really is best. How much more simple can you get than providing great service and letting your clients sell your services for you?

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Debbie Tester of Outer Office, LLC leverages over 22 years of management and administrative experience to lead a team of virtual assistants specializing in full administrative support to speakers, trainers and coaches. For more information, visit www.outer-office.com.

by Sandy Geroux

I’ve been to many networking events where introductions are routinely done near the beginning of the meeting. Yet at most of these events, despite the awesome opportunity to make a big impression and become memorable to the group, most professionals go through a weak, unimpressive litany of what they do… and end up sounding like every other professional in their industry (and most in the room), therefore failing to make a memorable impression.

Contrast this with the Event Promoter who had such a catchy “jingle” that when he stood up to give his elevator speech, everyone in the room recited it with him! Or the Children’s Party Clown who blew a funny whistle before introducing himself, then stood up with a red nose on his face. Or the car wash/car detailing company owner who stood up and blew bubbles in the air as he introduced himself… and then gave a bottle of bubbles containing his company name and contact information to everyone in the crowd. Or the business adviser who gave out casino-style chips with the words, “Don’t gamble with your business” printed on one side and his contact information on the other.

Compare the humdrum words of those who merely state their name, occupation, and company name (as if stating name, rank and serial number) to the lawyer who stood up and said, “If you’re working with a lawyer (or trying to work with a lawyer) who isn’t calling you back, call me. I’ll call you back!” BAM! In one sentence, he let everyone in the room know he knew one of the biggest customer problems in his industry – and let us know that he had a solution for it. I contacted him myself (because I was experiencing that problem at that very time with a different lawyer!); I later referred another client to him, who eventually put him on retainer with his company… simply because he let me know at our very first meeting that he could solve one of the biggest problems with lawyers!

Compare this, as well, to the people who toss unfamiliar jargon around in their introduction, leaving the rest of us scratching our heads trying to figure out what they actually do!

Many of us spend an awful lot of time driving to, attending and driving back from networking events because relationships are the name of the game in this competitive climate. What are you doing to differentiate yourself right from your introduction, let your customers know you understand their problems, show them that you ARE the solution to those problems – and get them to notice and remember you?

Let’s look at some important concepts when networking and trying to make an impression, so we can ensure that our time and effort are not wasted:

If I don’t know what you do, I can’t use or recommend your services. Don’t toss around jargon, abbreviations or terms that people outside your industry don’t recognize or understand. Never assume that everyone has the same knowledge you do. If you must use an acronym or industry term, be sure to explain it by saying, “In other words…” or “which is just a fancy way of saying…” (remember that using humor ALWAYS helps!) Explaining terms never hurts; but not explaining them will practically ensure that someone will not know them and will not ask, for fear of looking foolish for not knowing their meaning.

If I don’t know what to listen for after the meeting, nothing will trigger my memory so I can recommend you. Don’t simply tell people what you do; tell them what situations occur out in the real world with which you can help. For example, the financial adviser who started out telling us he “worked with business-people and entrepreneurs to help them with their financial needs” wasn’t helping me recommend his services until he came to a meeting one day and said, “If you know of someone who has just had a change in their life circumstances, such as having a baby, getting married or divorced, or retiring, they can use my services.” BAM again! Hearing the words and situations I could listen for out in the real world helped trigger my memory that my neighbor had just had a baby… and I could then make the recommendation. What life circumstances, conversations and words can you have others listen for outside of the networking meeting that would trigger their memory of you and what you can provide, so they can recommend you?

If you don’t make a memorable impression, I will forget I saw you at the meeting. Most business is not closed right at networking meetings… it’s closed after them, by people who connect, begin and nurture a relationship and create trust with each other. Remember: one meeting does not a relationship make. However, you can’t even begin a relationship if you don’t get someone to notice you and become interested in you in the first place.

Follow up with people after the meeting is over. Once you do begin a relationship, nurture it – don’t stick people’s business cards in a drawer and forget about them. However, don’t assume you can send automatic e-mails, such as newsletters, either. Always get permission to send automated items… and make personal contact occasionally through hand-written notes, cards, clippings, and phone calls.When you follow up (or even when you first meet someone), seek to serve rather than to receive. Ask people what you might be able to do to help them, connect them with a resource you may have, or give advice without expecting anything in return. Remember the old adage: “People don’t care how much you know, until they know how much you care.” The principle of giving back is wonderful; the principle of giving before is better. When you show others you’re willing to give, they respond in kind and give back to you.

The whole purpose of taking the time to network with others is to establish relationships, begin communications and build trust and rapport… all of which help others as well as helping you build your business over time.

Networking events are not sales efforts per se, in that they don’t always (or even usually) produce results immediately. Effective, high-impact sales efforts are still needed to continue to build “NOW” business.

But if you don’t want to waste your time when networking, you must do it effectively. This will build future business quickly and effectively… making it much easier to foster those relationships and have them come to fruition when the future becomes the “now.”

Sandy has been a national speaker, trainer and coach since the year 2000, speaking to organizations and individuals across the U.S. to help them achieve breakthrough performance in sales, customer service and personal and professional productivity through effective risk-taking.

She is a member of the National Speakers Association, is a former Dean of the Speakers’ Academy for the Central Florida Chapter of NSA and now serves on the Board of Directors for that Chapter. For more information, visit Sandy’s website at http://www.sandygeroux.com

I have an iPod (love it, use it often). I have music from my computer as well my husband’s computer on it. Sometimes I hear a song on the iPod that I don’t have on my computer and would like to have it on my hard drive. I also re-formatted my hard drive this summer and no longer have a couple of songs that reside on my iPod. I’d like to get them back onto my hard drive.

Unfortunately, Apple’s software prevents you from downloading music FROM your iPod to a computer. Very frustrating.

Fortunately, you can get it around it using Windows file explorer without too much trouble (although finding the specific song you want will take a bit of time).

PC Magazine walks you through the steps to do this – I guess I know what I’ll be doing over the long weekend!

Where does your website rank on the major search engines? Are you on page 1 or page 10? Search Engine Optimization continues to be a mystery for many small businesses. How do you move your site up on the search engine’s lists? The Wall Street Journal has a nice article that should help to clarify some of the mystery and help you get on the right path!

ABC recently published a fabulous article on their site about Virtual Assistants. Several of our industry leaders were interviewed – it’s great exposure for our industry!

http://abcnews.go.com/Business/SpecialSeries/story?id=3431434

Has this ever happened to you? You double-click to open a .wav file, then have to wait an eternity for iTunes to open and do it’s thing before you actually hear the file. Or you try to open a graphic file and it comes up in an editing program instead of a viewer. Frustrating, right?

The good news is that it’s easy to change what program a selected file type defaults to. There are a number of ways to accomplish this but this is among the easiest I’ve found:

1. Find a file of the type you’re having problems with (.jpg, .wav, .mp3, etc.)
2. Copy this file to a folder you can easily find (I like c:/temp)
3. Right-click on the file, select “Open With”, then “Choose Program”

4. Select the program you’d like these files to open in for the future (click on “browse” and locate the program if it doesn’t show up here). Then check the box that says “Always use the selected program to open this kind of file” and then click “OK”.

That’s it! The next time you open that type of file, it will open in the program you prefer!