Page 126 - 101 Ways to Market Your Business

SMART, HARD-HITTING PROMOTIONAL MATERIAL

46 Always be prepared to hand out a brochure

I always find it hard to understand when I meet someone
and they don’t have a business card or a company brochure
with them. The only excuse for this is if you are on a
surfboard somewhere off Maui (but the keen business
person would probably have waterproof business cards just
for this exact situation).

Some business operators almost seem embarrassed to fly
their own flag and tell complete strangers all about the
business they are in. Part of owning or operating a business
is marketing it and one of the best ways to market it is to
talk to people. I have struck up conversations with com-
plete strangers while standing in a queue and before you
know it they are telling me they own a large company and
they need a marketing company to do some work for them.

I always carry business cards, brochures, copies of my
books and anything else that can help me to get more
business. Leave a boxful in the boot of the car. Load up
your briefcase—you never know who you will meet. Leave
some brochures at home just in case someone comes over
to dinner and they want some information about your
business to give to a friend or colleague.

Always be prepared to take advantage of a situation that
could bring you more business. It doesn’t mean that you
have to start stalking people but it does mean that you
should always be prepared for an impromptu opportunity
to sell yourself.

How often do you get asked, ‘What do you do for a
living?’ Don’t be shy about promoting your business to
complete strangers—after all, every customer begins as
a complete stranger.

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