How to answer most of the common interview questions

Let’s face it; no one likes the interview process. Well, certainly not the people being interviewed anyway. You have to be on your best behavior, you only get one chance to get it right, and it’s like taking your driving test all over again. Over the years I’ve been to many interviews. To get the first job out of college you can even attended some 15-20 interviews a week. Whether it is in Britain or over there in the States, the questions never really seem to change from job to job. Not only that, but the answers to them are usually the same, with your own personal interpretation of course. Here I present some questions you’re likely to be asked, and how I have learned to answer them.Remember, being interviewed is a skill, and if you do the preparation you should ace it every time.

1. So, tell me a little about yourself.
I’d be very surprised if you haven’t been asked this one at every interview. It’s probably the most asked question because it sets the stage for the interview and it gets you talking. Be careful not to give the interviewer your life story here. You don’t need to explain everything from birth to present day. Relevant facts about education, your career and your current life situation are fine.

2. Why are you looking (or why did you leave you last job)?
This should be a straightforward question to answer, but it can trip you up. Presumably you are looking for a new job (or any job) because you want to advance your career and get a position that allows you to grow as a person and an employee. It’s not a good idea to mention money here, it can make you sound mercenary. And if you are in the unfortunate situation of having been downsized, stay positive and be as brief as possible about it. If you were fired, you’ll need a good explanation. But once again, stay positive.

3. Tell me what you know about this company.
Do your homework before you go to any interview. Whether it’s being the VP of marketing or the mailroom clerk, you should know about the company or business you’re going to work for. Has this company been in the news lately? Who are the people in the company you should know about? Do the background work, it will make you stand out as someone who comes prepared, and is genuinely interested in the company and the job.

4. Why do you want to work at X Company?
This should be directly related to the last question. Any research you’ve done on the company should have led you to the conclusion that you’d want to work there. After all, you’re at the interview, right? Put some thought into this answer before you have your interview, mention your career goals and highlight forward-thinking goals and career plans.

5. What relevant experience do you have?
Hopefully if you’re applying for this position you have bags of related experience, and if that’s the case you should mention it all. But if you’re switching careers or trying something a little different, your experience may initially not look like it’s matching up. That’s when you need a little honest creativity to match the experiences required with the ones you have. People skills are people skills after all, you just need to show how customer service skills can apply to internal management positions, and so on.

6. If your previous co-workers were here, what would they say about you?
Ok, this is not the time for full disclosure. If some people from your past are going to say you’re a boring A-hole, you don’t need to bring that up. Stay positive, always, and maybe have a few specific quotes in mind. “They’d say I was a hard worker” or even better “John Doe has always said I was the most reliable, creative problem-solver he’d ever met.”

7. Have you done anything to further your experience?
This could include anything from night classes to hobbies and sports. If it’s related, it’s worth mentioning. Obviously anything to do with further education is great, but maybe you’re spending time on a home improvement project to work on skills such as self-sufficiency, time management and motivation.

8. Where else have you applied?
This is a good way to hint that you’re in demand, without sounding like you’re whoring yourself all over town. So, be honest and mention a few other companies but don’t go into detail. The fact that you’re seriously looking and keeping your options open is what the interviewer is driving at.

9. How are you when you’re working under pressure?
Once again, there are a few ways to answer this but they should all be positive. You may work well under pressure, you may thrive under pressure, and you may actually PREFER working under pressure. If you say you crumble like aged blue cheese, this is not going to help you get your foot in the door.

10. What motivates you to do a good job?
The answer to this one is not money, even if it is. You should be motivated by life’s noble pursuits. You want recognition for a job well done. You want to become better at your job. You want to help others or be a leader in your field.

11. What’s your greatest strength?
This is your chance to shine. You’re being asked to explain why you are a great employee, so don’t hold back and stay do stay positive. You could be someone who thrives under pressure, a great motivator, an amazing problem solver or someone with extraordinary attention to detail. If your greatest strength, however, is to drink anyone under the table or get a top score on Mario Kart, keep it to yourself. The interviewer is looking for work-related strengths.

12. What’s your biggest weakness?
If you’re completely honest, you may be kicking yourself in the butt. If you say you don’t have one, you’re obviously lying. This is a horrible question and one that politicians have become masters at answering. They say things like “I’m perhaps too committed to my work and don’t spend enough time with my family.” Oh, there’s a fireable offense. I’ve even heard “I think I’m too good at my job, it can often make people jealous.” Please, let’s keep our feet on the ground. If you’re asked this question, give a small, work-related flaw that you’re working hard to improve. Example: “I’ve been told I occasionally focus on details and miss the bigger picture, so I’ve been spending time laying out the complete project every day to see my overall progress.”

13. Let’s talk about salary. What are you looking for?
Run for cover! This is one tricky game to play in an interview. Even if you know the salary range for the job, if you answer first you’re already showing all your cards. You want as much as possible, the employer wants you for as little as you’re willing to take. Before you apply, take a look at salary.com for a good idea of what someone with your specific experience should be paid. You may want to say, “well, that’s something I’ve thought long and hard about and I think someone with my experience should get between X & Y.” Or, you could be sly and say, “right now, I’m more interested in talking more about what the position can offer my career.” That could at least buy you a little time to scope out the situation. But if you do have a specific figure in mind and you are confident that you can get it, I’d say go for it. I have on many occasions, and every time I got very close to that figure (both below and sometimes above).

14. Are you good at working in a team?
Unless you have the I.Q. of a houseplant, you’ll always answer YES to this one. It’s the only answer. How can anyone function inside an organization if they are a loner? You may want to mention what part you like to play in a team though; it’s a great chance to explain that you’re a natural leader.

15. Tell me a suggestion you have made that was implemented.
It’s important here to focus on the word “implemented.” There’s nothing wrong with having a thousand great ideas, but if the only place they live is on your notepad what’s the point? Better still, you need a good ending. If your previous company took your advice and ended up going bankrupt, that’s not such a great example either. Be prepared with a story about an idea of yours that was taken from idea to implementation, and considered successful.

16. Has anything ever irritated you about people you've worked with?
Of course, you have a list as long as your arm. But you can’t say that, it shows you as being negative and difficult to work with. The best way to answer this one is to think for a while and then say something like “I’ve always got on just fine with my co-workers actually.”

17. Is there anyone you just could not work with?
No. Well, unless you’re talking about murderers, racists, rapists, thieves or other dastardly characters, you can work with anyone. Otherwise you could be flagged as someone who’s picky and difficult if you say, “I can’t work with anyone who’s a Bronco’s fan. Sorry.”

18. Tell me about any issues you’ve had with a previous boss.
Arrgh! If you fall for this one you shouldn’t be hired anyway. The interviewer is testing you to see if you’ll speak badly about your previous supervisor. Simply answer this question with exteme tact, diplomacy and if necessary, a big fat loss of memory. In short, you've never had any issues.

19. Would you rather work for money or job satisfaction?
It’s not a very fair question is it? We’d all love to get paid a Trump-like salary doing a job we love but that’s rare indeed. It’s fine to say money is important, but remember that NOTHING is more important to you than the job. Otherwise, you’re just someone looking for a bigger paycheck.

20. Would you rather be liked or feared?
I have been asked this a lot, in various incarnations. The first time I just drew a blank and said, “I don’t know.” That went over badly, but it was right at the start of my career when I had little to no experience. Since then I’ve realized that my genuine answer is “Neither, I’d rather be respected.” You don’t want to be feared because fear is no way to motivate a team. You may got the job done but at what cost? Similarly, if you’re everyone’s best friend you’ll find it difficult to make tough decisions or hit deadlines. But when you’re respected, you don’t have to be a complete bastard or a lame duck to get the job done.

21. Are you willing to put the interests of X Company ahead of your own?
Again, another nasty question. If you say yes, you’re a corporate whore who doesn’t care about family. If you say no, you’re disloyal to the company. I’m afraid that you’ll probably have to say yes to this one though, because you’re trying to be the perfect employee at this point, and perfect employees don’t cut out early for Jimmy’s baseball game.

22. So, explain why I should hire you.
As I’m sure you know, “because I’m great” or “I really need a job” are not good answers here. This is a time to give the employer a laundry list of your greatest talents that just so happen to match the job description. It’s also good to avoid taking potshots at other potential candidates here. Focus on yourself and your talents, not other people’s flaws.

23. Finally, do you have any questions to ask me?
I’ll finish the way I started, with one of the most common questions asked in interviews. This directly relates to the research you’ve done on the company and also gives you a chance to show how eager and prepared you are. You’ll probably want to ask about benefits if they haven’t been covered already. A good generic one is “how soon could I start, if I were offered the job of course.” You may also ask what you’d be working on. Specifically, in the role you’re applying for and how that affects the rest of the company. Always have questions ready, greeting this one with a blank stare is a rotten way to finish your interview. Good luck and happy job hunting.

The Real Deal: What to Expect When Starting Your Own Business

It's easy to list "Start a Business" as a goal for the new year, but do you know what that actually means? About a year ago, I asked myself that question. Over these last months, I've done a ton of research on what it would realistically take to start a small business. I've had various ideas and have researched them all, and the list below contains items that seem to be true across the board. There are business for which these are not true, but those are the exceptions rather than the rule.

You can expect that...

1. You will lose money.

Hopefully, this will not be long-term. However, you could be facing a year or two of losses even if your idea is eventually successful. It just takes that long to make contacts, acquire customers who return time and time again, and drum up enough recognition for your product and your brand that people know it and trust you. This is why it's so important to plan ahead and make sure you have the money, either from savings or other streams of income, to cover your costs while you're getting things going.That is even when you are making losses in the start.

2. Things will not go as planned.

Something will go wrong. Sometimes those wrong turns become the very thing that makes the business so successful. Most of the time, though, wrong turns slow down business growth. You can't plan for these, but you can expect them and take them in stride when they appear. They're particularly common when a business is new, because you don't have working relationships with suppliers, shippers, vendors, etc. You'll do your best to make it all run smoothly, but you don't know them and they don't know you and that can cause problems.

3. Some customers will be unhappy.

No matter how good your product or service is, there are always people who don't like it. They will probably complain vociferously and harangue steadily, and there's not much you can do about it. You can't make everyone happy, and you don't have to try. While it's probably best to try to pacify an unhappy customer, you can't let their opinion get to you. Just because the vocal few don't like what you're doing doesn't mean it doesn't have value or won't ultimately be successful.

4. You will have to dig deep.

Being an entrepreneur takes a lot of social, emotional, and physical energy, and it requires you to sustain high levels of those energies over long periods of time. You will be tired, cranky, and emotional and there's not much you can do about it, no matter how good your self-care is. It's just not possible for a human being to sustain high levels of energy in all these areas for a long time. If you're not willing to suffer these effects, entrepreneurship is probably not for you.

5. You will have to adjust your prices.

Almost every case study I've read about an entrepreneur mentions a major price change somewhere in the formative stages of the business. You can do all the research in the world, but you still can't know for sure what someone is willing to pay for what you have to offer. Go in knowing that things could come out differently. Often, this is for the best as businesses with correctly priced items or services tend to do the best. The actual change, though, can be difficult for some business owners.

6. There will be slow seasons.

Your product takes off, and you can't believe the ride you're on. Six months later, business is in the doldrums and you're not quite sure what happened. Every business has this happen at least once. Sometimes, it's a season thing, and business will pick up in a couple of months. Other times, it's an economy thing and you just have to ride out the low points until consumers are buying again. Whatever the reason, you need to expect that you won't have the same income all the time and plan accordingly.

7. Someone else will have a similar product.

No great idea is created in a vacuum, so it's invariable that someone else will come up with something similar to what you're selling at some point. This can require anything from some minor tweaks to a major overhaul of your product or business model. Since great minds think alike, take this as confirmation that you're doing something special and important and that you'll find your way around the obstacle eventually.

8. Your family and close friends will face stress.

If you think you're the only one who will pay a price to get your business started, you couldn't be more wrong. As an entrepreneur, you will miss important events. You will not get enough rest, and be tired and cranky. This will influence your personal relationships. This doesn't have to be something negative and can be a chance for your friends and family to rally around you with their support, to help you out when you hit a deadline, or to do something special to help relieve the stress.I was involved in a business a few months ago but it almost cut me off my family as i was facing challenges time after time.

9. You will pay more taxes.

What with a self-employment tax on top of your normal tax contributions, you will give the government a larger percentage of your money than you have before. When you have employees, you'll pay even more. This fact has drastically altered some business plans and can make the difference between turning a profit and declaring bankruptcy. If you expect it ahead of time, you can plan better and remember to incorporate these expectations into your thoughts from the very beginning.

10. You will burn the candle at both ends.

Starting a business takes time, particularly at the beginning where you're the one doing everything--contacting vendors, advertising, making the product or performing the service, working on packaging, building an identity for your business, working with suppliers who may well be located in other countries, invoicing, etc. There are a lot of tasks that go into forming a successful business that you may not think about ahead of time, and you'll get to do them all. While running your own business may sound like an easy way out of the 9-5, rest assured that you'll work more hours doing your own thing.

11. Your work will be more rewarding.

When you're working on something you care about, it doesn't matter how hard it is. The long hours, the stress, and the highs and lows will have meaning for you if you're doing something that fits in with your personality and personal values. Make sure your product or service falls into these categories, and you'll find the energy to pull your business off.

12. You will change in the process.

You can't step out on your own, try something new, put yourself and your family on the line and not be changed. Entrepreneurs report being stronger, more resilient, more process oriented (instead of results oriented), and more at peace with themselves than they were before they started their businesses. If you're not open to change, or are one of the few people who are perfect already, this can be the most difficult part of the entrepreneurial experience.

13. You will always have something to talk about.

Your job will be different from what most of your friends know, and this will mean that there are conversations to be had. While they might get tired of hearing about the business eventually, being an entrepreneur makes you interesting to most people. You need never fear small talk at a cocktail party again.

Some of the items on this list can seem so discouraging! It's easy to wonder what the point is of starting your own business if you're going to be tired, poor, emotional, and stressed all the time. If this looks like the doldrums to you, take some time before jumping into a new business to ask yourself if it's really something you want. If you went through all of these things for your business and it ultimately failed, would you still have wanted to experience the process or would you wish you'd never had that brilliant idea in the first place? If you can answer "yes!" to this question, go ahead and jump in (with, of course, the proper planning). If you answer "no!" take some time to figure out what makes you answer negatively and if there's a way to turn that around. Being able to say "yes!" to this question means your business has a better chance of success because you believe it's important enough to try for, regardless of the outcome. That creates a special kind of energy that nothing else will.

Be well, and best wishes for your entrepreneurial endeavors, next year or whenever!!

Marketing For your Business

What is Marketing?

If you attended business school, then you probably learned "The 4 P's of Marketing": product, price, place and promotion. Of course, in the real world, marketing your business requires practical action steps.

Many small businesses fail or struggle because they simply don't make efforts to market their businesses. Have you ever been in a retail store or restaurant that had no customers? Do you think these owners are doing everything they can to promote their businesses? Probably not.

Every business needs a marketing plan. Your plan can be fifty pages long, or it can simply be a list of monthly or weekly reminders on your calendar. Regardless of what your plan is, it can't sit on a shelf. You must take ACTION to market your business regularly.

Here is a list of real world actions that you can do to market your business:

Branding
Create a professional logo that is used consistently in all of your business activities. Among other benefits, a good logo will enhance trust and loyalty among your customers. A recognizable logo will make your business significantly more valuable when you decide to sell. (More on this in GOODWILL.)

Location
Unless you are doing business exclusively online or working from home, your location can be an important part of your marketing. Even if you are in the manufacturing or wholesale business, you will benefit from being in a professional building that is close to your customers. In the retail industry, location is absolutely critical. Choose your location carefully, so you will attract both customers and a talented staff.

Signage
Professionally branded signage not only shows customers WHERE you are, it also tells them WHO you are. Signage is a marketing opportunity to portray your business in a positive light. Bad signage can actually deter customers. Stand back and look at your signage. Ask yourself honestly whether you would patronize your own business if you weren't the owner. Consider the cost of your signage as a prepaid marketing expense that pays dividends for the life of your signs. Spend a little extra to make your signage perfect.

Web Sites
Every business MUST have a Web site. The name of your site should be simple, memorable and end with DOT COM. If possible, the name of your site should match the name of your business. Before designing a site, take a look at your competitors' Web sites. Your site should match or exceed the quality of your competitors. To be effective, your site must quickly convey your company's purpose. What is your product or service? What are the benefits? If a visitor is interested, do you want him or her to make a purchase, sign up or contact you? Decide what you want your visitors to do and invite them to take that action. Web sites have several amazing qualities: they are not bound by size or geography, they can perform and organize many functions automatically, they work 24 hours per day, they allow small businesses to compete on equal footing with major corporations and they can provide customers with strategically designed materials to drive sales. Use your Web site to promote your brand, sell products or collect email addresses from new prospects.

Online Advertising
Online advertising has evolved to become the most measurable and immediate form of advertising. Search engine advertisements will attract users searching for specific words and word combinations. Generally, you will only pay for an ad each time a user clicks on it. Tools make it easy to track the number of visitors your Web site receives and the exact number who take action on your site. You can calculate the precise cost of each new customer and each sale, then adjust your campaign. Another option is to create graphic banner ads to be placed on various Web sites. Banner ads can often be arranged directly with individual Web sites or through services that place ads on many sites simultaneously. Typically, banner ads do not target audiences as precisely as search engine ads; however, banner ads provide brand exposure, even if viewers don't click on them.

Traditional Media Advertising
There are many different forms of traditional advertising, some of which can be quite expensive. Your business should evaluate and consider all possibilities in Print, Radio and Television advertising. Even with a limited budget, you may discover that trade publications, local newspapers, late night radio or cable TV can help you reach your target audience affordably. Be sure to track the effectiveness of your ads, so you can spend your advertising dollars wisely.

Outdoor & Indoor Advertising
Many businesses rely heavily on outdoor and indoor advertising. These methods include surface and poster ads on billboards, park benches, bus stops, subways, rest rooms, nightclubs and restaurant table tops. Ads can even be placed in the sky on blimps and airplane banners. Assess these options carefully, because their effectiveness can often be difficult to track.

Catalogs & Mailings
The growth of the Internet has substantially reduced the need for catalogs and mailings. Web sites and Internet advertising is generally more cost effective than physical materials sent by mail. Some industries, such as dry cleaning and pizza delivery, still use mailings regularly. Catalogs that cater to older audiences or loyal readers can also be very successful today.

Phone Books
For many industries, the Internet has become the primary tool for finding phone numbers. This has caused telephone book advertising to become cost prohibitive. However, some industries have less sophisticated customers who still use phone books. Study your target audience's behavior before committing to an expensive phone book advertisement.

Direct Response Campaigns
Direct response ads, or infomercials, are TV or radio ads that elicit viewers to place an immediate order by phone or through a Web site. Products that fulfill a common need and require demonstration may be appropriate for this marketing tactic. Experts should be consulted to assist with your call center, fulfillment, commercial production and media buys.

Home Shopping Channels
Products that are appropriate for direct response campaigns are often suitable for home shopping channels. HSN, QVC and other networks specialize in selling products on TV. To get your product on these networks, you must navigate a screening process and be willing to accept very demanding terms.

Sales
Although every business requires a certain level of salesmanship, many service, manufacturing and wholesale businesses require exceptional sales skills. To be good at selling, you must strive to help each customer rationalize a decision that's good for them. The selling process can generally be broken down into eight common steps:

* Prospecting – find and reach out to your potential customers
* Rapport – find common ground and get the customers to like you and trust you
* Needs Analysis – ask quality questions
* Presentation – offer solutions and let your customers know what's in it for them
* Overcoming Objections – anticipate objections and prepare answers in advance
* Closing – get a commitment for your product or service
* Following Up – make sure your customer is a happy customer
* Referrals – get introductions and testimonials

If you have a product or service that genuinely fulfills a need at a fair price, these basic steps will lead you to more sales. Be confident in your product or service, be persistent and remember A-B-C – Always Be Closing.

Telemarketing
National do not call lists, caller ID and call blocking technology have combined to reduce the effectiveness of telemarketing. It is no longer accepted as an appropriate marketing tactic among the general public.

Retail Distribution
Many businesses that develop a great product, or a cheap product, rely solely on distribution and informative packaging. Although retail distribution is the primary revenue channel for many products, it should not be your only way of marketing your product. Getting a product on store shelves without any promotion (and just hoping it sells) is often called PUSH marketing. Employing other marketing tactics to build your brand and stimulate demand is considered PULL marketing. Retailers will sell more product and place more orders if you are able to enhance your retail distribution by building brand awareness.

POP Displays and In Store
Point-of-purchase (POP) displays and in store marketing can often be good investments. These marketing tools can lead to more impulse buys; however, the incremental sales must offset the cost of the program to be worthwhile.

Couponing
Offering coupons or discounts can be both effective and expensive. You must consider both the cost of printing or distributing coupons as well as the reduced price of your product or service. Often times, customers that would have paid full price end up paying a lower rate. Take all of these factors into account before deciding on a campaign.

Sampling
Getting customers to try your product or service is often one of the most difficult challenges. Grocery stores and food court restaurants use sampling to encourage customers to buy new food items. Sampling tactics can also be applied to many other fields and can be particularly beneficial for high priced items or concepts that are new to an industry.

Grass Roots Marketing
There are many methods of grass roots marketing, including online campaigns and distribution of flyers, posters, prizes and swag (promotional items). Music, movies, beer, liquor and cigarettes are promoted aggressively with grass roots techniques. Companies frequently employ "street teams" to pass out marketing materials by hand and to personally interact with customers.

Viral Marketing
Viral marketing is a means by which the public spreads the word about your business for you. Often times, loyal fans of your product or service are your best advocates; however, some creative marketing people have used entertaining stories, images and videos to encourage people to pass a message along. Fan clubs, loyalty programs, shared Internet links, bookmarking sites, invitation systems and social networks are all aspects of viral marketing.

Affiliate Programs
Affiliate programs reward people for referring others to your Web site or business using prizes or cash. Many Web sites use affiliate programs as a method of advertising. Affiliate members simply sign up and post banners or links on various Web sites. Affiliate members earn commissions in exchange for the promotional help.

Multi Level Marketing
Multi level marketing (MLM) is a tiered reward compensation system, where people share sales commissions along a hierarchy. Although MLM can be done properly and ethically, many scams or Ponzi schemes have abused this marketing concept. Today, it is frowned upon and no longer considered a practical marketing tactic.

Promotions/Contests
There are many ways to arrange promotions and contests. You can organize and manage these activities internally, or you can hire outside firms to handle everything. Promotions or contests that are done well can generate positive publicity and enhance customer loyalty. Like many other marketing tactics, always weigh the costs and benefits of any promotion or contest.

Sponsorships
Sponsoring events, competitions or contests can be an economical way of gaining exposure. Often, sponsorships offer a high value to cost ratio. This means that you will expose your brand to a much larger audience than the same budget would normally allow. Of course, the sponsor is not the focal point of the associated ad campaign, and the media spotlight is shared with the event itself. In addition to the media benefits, sponsorships will place your logo side by side with other respected companies, thus enhancing your goodwill. It is always wise to take an active role in enhancing your sponsorship, because sponsored events often have ancillary benefits that can be overlooked.

Product Placement
Producers of films, television programs and video games have created many opportunities for businesses to promote their wares. Whenever possible, try to involve your product or service into the storyline in a positive way. A passive product or logo in the background of a scene will not be nearly as memorable. Reese's Pieces, used as bait in the film E.T., is often considered one of the greatest product placements in movie history.

Trade Shows/Conventions
Booths or exhibits at industry trade shows and conventions can be effective for making business contacts and sales. Many products find distributors and retailers at these events. To become a leader in your industry, you must have a presence at major conventions.

Events
Whether you own a restaurant, a retail store, a consulting firm or a manufacturing plant, organizing your own events can stimulate business and increase customer loyalty. These events may include parties, exhibitions, seminars, golf outings, concerts or simple meet-and-greets. Promote your events with personal invitations, free tickets, e-mail announcements and advertising.

Newsletters
Keep your customers updated on your business activities by maintaining a weekly or monthly newsletter. For a newsletter to be effective, the content must be of interest to your customers. Don't fill the newsletter with promotional content. Give your customers helpful information about your industry. This will increase the likelihood that it gets read, and your customers will remember you for your genuine helpfulness. Collect e-mail addresses through your Web site and trade shows. Give users an easy way to opt out of the newsletter.

Publicity/Public Relations
Many books have been written on how to generate publicity. A professional press release is widely considered to be the primary tool of a PR campaign.I believe that a publicity strategy is equally important, if not more important, than your press release. Far too often, a business sends a press release to wire services and media lists, but the effort results in no media coverage. A well planned strategy can result in substantial media attention. For maximum effectiveness, your press release MESSAGE must be memorable, simple and compelling. Without a compelling hook or story, writers and reporters will have no interest in it. Prepare your press release with a reporter's mindset. What is the story that they will tell? Will the public see the story and talk about it? Does the story sell newspapers and boost TV ratings?

Influencers
Celebrities, business leaders, politicians, athletes and other high profile people often influence consumers. Many business owners have learned to harness this influence by giving free products to carefully selected people or arranging formal endorsement deals. Use of your product or service by influential people can often increase publicity, credibility and prestige for your brand.

Stunts/Controversy
Richard Branson, Vince McMahon and the legendary P.T. Barnum are masters of generating publicity from stunts. There are also many business executives who gain attention through bold statements or controversies, such as Donald Trump and Mark Cuban. All of these people have learned how to manipulate the media to promote their respective brands. Breaking world records and making controversial statements to the media will certainly get you some exposure, but it is imperative that you consider how these actions will impact the goodwill of your brand.

Philanthropy
Performing good deeds for the public can also serve to enhance the reputation of your company. Charity is not a marketing tactic, and should not be considered as such. However, this secondary benefit should encourage you to contribute time, money and effort to an appropriate cause.

Positioning
As a business owner, you can position yourself as an expert in a field by publishing articles, writing books, appearing on TV programs, participating in panel discussions and simply becoming known for a specific area of expertise. By continually appearing publicly and speaking intelligently about a certain topic, the media will eventually request statements from you when the topic arises. Your positioning as an expert and a leader in your industry will cause growth in respect, customers and revenues.


Before applying these marketing tactics, take careful consideration in deciding where to spend your time and money. Who are your customers? What are the characteristics that define your target audience?

It is usually best to focus on a specialized niche and become known as a leader in your specific field. You can advertise more efficiently toward targeted audiences than to general audiences.

Set a marketing budget and customer acquisition goals. Track your costs and the effectiveness of each marketing technique. If possible, calculate the cost of acquiring each new customer. Discontinue any activities that are not generating results. Some marketing methods complement one another, so keep this in mind when evaluating each activity. Reevaluate your marketing plan on a regular basis.

Have fun while coming up with marketing ideas. This can be one of the most exciting and creative aspects of your business.