How to start your start-up

Almost anyone who starts a new business, online or off, faces one common problem: marketing. You can have the best business idea in the world, but if you don’t know how to market your product or service, there’s no way to succeed.

In order to market your new business successfully, there are a few important things you must consider.

First, you need to decide who your main customers are. How old are they? Where do they live? How much money do they make? What kinds of jobs do they have and what are their interests? The better idea you have of who your customers are, the better off you’ll be from the start.

Next, you need to know what kinds of media do your main customers use. Every radio station, newspaper, magazine, or TV program targets a certain demographic. What you have to do is match your main customers with their favorite media sources. Here are a few examples.

Most Top 40 radio stations reach teenagers and 18 to 34 year-old women. Your local newspaper may be geared to homeowners over the age of 35. An industry trade magazine might be read mostly by senior managers scattered all around the country.

Remember to be creative. Effective media can be anything from million dollar commercials to a few free pens with your name and phone number on them.

Hand writing in a notebook containing the words Marketing, Promotion, Strategy, Viral, Social, and Analytics

No matter what kind of media you choose, remember to limit the media you use to what you can afford to use consistently. The key to effective marketing is consistency. You have to hit the audience with your message again, and again, and again. Thus, you should choose less expensive types of media that you can afford to use over and over.

After you have your customers’ attention, you need to sell the main benefit of your product or service.

How does your product or service improve your customer’s life? Does it save them time? Make them richer? Make them moreattractive? Your marketing should drive home this most important benefit as clearly and directly as possible. Customers love hearing about the benefits of your product or service from their own perspective. When you advertise the features of your product or service, connect those features to the benefits they will bring the customer.

And finally, don’t miss out on FREE publicity. Radio, TV, newspapers, newsletters, and magazines are constantly on the lookout for good stories. Prospective customers will be impressed if a media outlet features a story on what you do. Seek out free publicity with articles, press releases, going on talk radio, even pulling crazy stunts.

Last, but certainly not least, remember to promote your business on line. The net is open to everyone. It’s the only “big” media outlet that allows any small business person to get their message out affordably. Bulletin boards and newsgroups may appreciate any helpful information that you can provide, and most won’t mind if you sign your name along with a short description of your business and a link to your site.

These are the most essential steps to successful marketing. Keep them in mind as you decide how to market your new business, and keep up on them month after month.

About the author
Kevin Nunley provides marketing advice and copywriting. See his 10,000 marketing ideas and popular promotion packages at Reach Kevin at or 603-249-9519.