Academy of Small Business Blog

Helping Small Business Owners Prosper

Email Marketing Works for Offline Ventures

Email marketing works for offline ventures. One morning one of my students shared my email-marketing course with her daughter. Her daughter ran an offline business that sold leotards and shoes to ballet schools. That same afternoon her daughter sent her first email marketing campaign. (It...

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Direct Marketing for Free (Almost)

Direct Marketing for Free (Almost). When I started my first venture in 1984 I read a book on finding clients. The author wrote that small firms cannot afford to outmarket big rivals. For every R100,000 IBM spent on marketing, he suggested, a startup might afford 50 cents. At the time I...

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One Thing Most Experts Don’t Know

Most sellers of expert services think that we clients buy their expertise. This applies to lawyers, doctors, accountants, and any consultants. But most of us prospects do not know enough: to tell a good tax return from a bad one, or to tell a clever motion in court from a bad one, or to...

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Building Stories That Sell...

People remember your stories long after they've forgotten you. I still have folk reminding me of stories I told in seminars 20 years ago. Store stories about the clients you have helped. Describe the problem they faced and the solution you offered. Describe how much money and time they saved. Or...

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