Okay, you say, now I have a handle on who I am. I have an image. What do I do with it? How is it going to help me sell products?

Well, announce it to world. * Tell * people who you are.

Work up an online resume or an "About Us" page for your site. Include key points from your self-searching. Make yourself into a real, live human being with whom your customers can do business and enjoy visiting again and again.

Publish your name, address, phone number, and email address. You needn't worry about being swamped by phone calls and letters. In five years online I've had one customer ever call me, and it was not to complain. I've had one letter, and it was for more information. Emailing is so much easier and it saves long distance rates and postage. (I don't have a toll free number yet, so it's their nickel to call me.)

Provide a self-photo. Without undue cost, "put your best foot forward" by having it taken professionally. It should be "real you", not some computer enhanced alter ego that portrays you better than you actually are. Don't be afraid to update photo regularly to show you developing in your career.

Finally, let's talk a little about being professional. I'm not referring to how you phrase your sentences or how fancy your vocabulary is. Instead, I'm recommending you try to be realistic - confident without hype and humble without putting yourself down. In short, be yourself.

In your comments and publications avoid sarcasm. Some people may catch humor while others may be offended by it. Don't issue ultimatums like, "If you're not willing to [so and so], then you don't belong in this business." These folks are your prospects or have signed up under you. They are expecting your help and example, and you wouldn't want to push them away from making a decision to buy.

When all is said and done, what you say and do online brands you to those with whom you come in contact. It would be far better to take time to brand yourself in a positive light than to leave your image to chance by neglecting your online presence.

Identifying Opportunities for Effective Target Marketing

A successful marketing strategy often begins with looking for and identifying opportunities to cost-effectively reach your target market when they're in a receptive frame of mind. I observed a good example of this kind of opportunistic marketing while attending a crowded toy festival and parade over summer. This festival was so popular that nearly every available parking spot on all side streets was filled. When my family and I returned to our car after parade, I immediately noticed that a bright yellow flyer (on card stock) was lodged under my windshield wiper. My first thought was that it was a parking ticket; but upon closer examination, I saw that it was a promotional flyer for a children's party planning service. I looked up and down street and noticed that every car had this same targeted advertisement in its window. As we drove through town, it was apparent that block after block of parked cars had this same advertising flyer inserted in their windows. The point is that some enterprising business owner realized that thousands of parents of young children are going to be in same place at same time, that they'll have just spent a fun day with their children, and they'll be in a receptive mood to learn about ways to make their children happier and to look good as parents. The owner of this children's party planning service figured out a way to inexpensively reach hundreds, maybe thousands of targeted prospects who, most likely, were very receptive to service being marketed. I wouldn't be surprised if that flyer resulted in a lot of phone calls.

It could have generated an even greater response if copywriting and headlines were more captivating, if it used a couple of graphics to reinforce message (rather than consisting of 100% text, with almost no margins), if it directed prospects to a website with more details and testimonials, plus photos of enthusiastic customers and successful parties... but that's a topic for another article!

Successful advertising and marketing takes imagination, experimentation, and observation; but if advertising message you develop doesn't paint an irresistible picture, create anticipation, and reach a targeted audience with greatest tendency to respond to your offer, then your campaign will be ordinary and your results unremarkable. The principles in this article are not new, but they're probably ignored by vast majority of those in small business community. Commit these ideas to memory so that you're among successful minority!