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Why Choose An Articles Marathon To Promote Your Business
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As the owner of a new business you face many challenges. One of the problems that confronts you is that nobody knows who you are and you don't have a massive budget to hire a Madison Avenue ad company to promote you. Here is one solution you can put into action straight away.
By writing an article every day and publishing it you can establish your expertise and your credibility with your target market. Because the material you are writing should also assist your audience by moving them closer to solving their problems you also create a relationship with them, This is based on what is known as reciprocity which simply means when somebody gets something from you they feel obliged to give you something in return. A simple example would be that you could ask the reader to like or share your article with their friends.
Much has been written on this subject and I intend to talk about not only the why of this topic but also the what and the how and the what if. I will explain what these concepts mean in just a moment.
The "why, what, how and what if" is what is known as the 4mat. It is a teaching model developed by Bernice McCarthy and is an integral part of the structure of good teaching and training.
As a new business your reputation is virtually invisible. Nobody knows who you are or how good your service is. Your goal as a business owner is to get paying clients and spread your reputation. If you don't get paying customers then you're likely to end up as either a charity or bankrupt. This is the "why" that you need to address when you consider what you will do to promote yourself. I would encourage you to spend some time writing out your reasons for WHY it is a good idea for you to write articles. Once you have your reasons it will give you the motivation to start writing and promoting yourself.
A part of the reasoning for writing articles is to establish unique reasons to do business with you. There are many other ways to promote your new enterprise, including presentations and demonstrations. It is also sensible to look at what all of your competitors are doing.
As a new business owner I was advised to do presentations to osteopaths and chiropractors as these were professionals who could recommend my services to their clients. Colleagues may advise you to do similar promotional activity. What you should realize is that there is a long line of people who have trodden that particular route before you. This is a good strategy if what you are providing is in fact fresh and innovative. This is yet another good reason to write articles as it allows you to flesh out ideas and gain clarity about what makes you different. Something more unique is required not just to establish your expertise and authority. It also allows you to stand out in a very noisy and crowded market place.
Since marketing your business will require you to write some sort of informational material about you and your service or product it makes sense to get the maximum return on the time that you invest. This time and the resulting written material is the "what" in the equation. By writing articles yourself there are added hidden benefits. It allows your audience to get to know you and you can also develop your voice or style. As a business owner it also allows you to revise your area of expertise as you write. It is said that you learn best what you teach and often as small business owners you will forget just how much you actually know.
There is another subtle aspect to this tactic which is known as results in advance. This methodology is where you help clients and prospects to get some of the changes that your service or product provides before they have paid for it. Free is always a good word to use in your marketing as there is no risk to anybody. This is of course assuming that you will use this tactic ethically.
Being unique requires a slightly different approach and this is the "how" part of the formula. It is important to realize that most of your competitors will only go so far in their marketing. They may choose to write articles but will probably limit themselves to a mere handful. By taking on a challenge of this nature you can and will separate yourself from the rest of the pack. This is part one of the "how". The second part is where you can use what you have written as scripts for videos and podcasts all of which link back to your website. The search engines like to have unique, fresh and regular content which means your website will rank highly in a short period of time. This is good for your business as being found is part of the challenge you face.
The "what if' part of the 4 mat is where you can ask yourself, where else would this strategy be useful to you and to your business. The content could be re-purposed into material for a book or used on pamphlets, leaflets, fliers and posters. These articles which you write can become part of an article database that clients customers and the public can access. Research carried out by colleagues shows that to build a relationship with your customers they need to know you like you and trust you. You can do this by writing articles and increasing the number of opportunities they have to get to know you.
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