The two-minute marketing fix for your small business

Margaret Paton

If you’re after a two-minute marketing fix that works, it’s got to be simple.

It’s a bit like watching ducks gliding on a pond, but knowing they’re “pumping like mad under water”, says Emma Hancock, who sells sunshades under the SunnyJim name with her husband, James.

Hancock’s fix is a short pitch about her business, perhaps with a giveaway offer, to a magazine, newspaper or key blogger.

“It’s more powerful and successful as the business owner – and a mumpreneur – to make the approach and explain we set up the business because we wanted to protect us and our infant daughter from the harsh sun. Journalists are looking for a good story,” she says.

Part of that pitch is her email signature, emblazoned with a pic of one of her sunshades and links to SunnyJim’s social media pages and a video on how to put up the shade. The Hancocks set up the business over two years during down time from their corporate jobs in Singapore, relocating to Central West NSW three years ago when they started shipping their product.

Keeping it simple is also a catchcry of Sunshine Coast-based writer, speaker, trainer and mentor Krishna Everson, who runs a health marketing business under her own name. She urges businesses to “embrace the concept of an avatar to represent your ideal client”.

If you’re confused about your business, customers will be too.

“In the movie Avatar, scientists stepped into their blue suit so they could understand the community they were seeking to influence. Businesses, especially microbusinesses, can be overwhelmed when thinking about marketing, but if you simply focus on the perspective of your ideal client, it’s easier.

“If you’re confused about your business, customers will be too. Clarity will take the ‘overwhelm’ away when you communicate your message, which also makes be easier for people in your network to refer business to you,” says Everson.

Those keen to nail the two-minute marketing fix can visit her website for a self-assessment you can do in the time it takes to enjoy a cuppa. Be comforted that there are no wrong answers, she says.

“It helps identify the gaps and focus on what the next step is. Ideally, you’ll have a business plan, but in reality what can you do today and use tomorrow,” says Emerson.

 “Think how much great content and business knowledge you already have as a business owner and you can turn that into a blog, podcast, Facebook post, etc. But as there’s so many social media channels, you’ll need to choose, refine and implement a simple message.”

Margaret Paton

Former Sunday Age staff journalist, Margaret Paton (formerly Jakovac) has written widely for corporations/government departments and more than 100 online/hard copy mastheads in regional NSW, Sydney, Melbourne and Europe.

Image: Sunny Jim official Facebook page.

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