The Entrepreneur’s Corner

Ever heard someone say: “My business just needs more business, we just need more exposure.” 

Inevitably, they may get more exposure, but often, no more business. Exposure is necessary, but it does not translate into more business.

Often times “marketing” makes us think of corporate marketing plans, big budgets, and ads everywhere we turn. Small business owners have different needs, and need to scale their marketing efforts to strategies that can be effective without the big expenditures.

How can you use marketing to bring in more business? One of the first rules of marketing is that 80 percent of your business will come from people who already know you, or have done business with you before. So it makes perfect sense to tap into your database of clients first.

Step 1: Start by calling your 10 best clients to check and see how they’re doing. Ask how their summer went. The key here is not to sell them but for you to show that you care about them. Imagine if someone from a business you patronized called you because they genuinely took an interest in you. 

Step 2: Send a personalized letter (yes, on real stationary) saying: “Hello! I was just thinking about you, and hoping things are going well for you. I was reading this article and thought you might find it interesting, as I did. Remember; if you need anything don’t hesitate to give us a call. We appreciate your business.”  And be sure to include the article you mentioned.

Step 3: Send a newsletter that includes business articles, tips, valuable information or information about events that are going on locally. You could even invite your clients to write articles within their expertise for your newsletters. This offers them great exposure, and you will gain their gratitude for supporting them.

Step 4: Invite your clients and contacts to a fun event. Ideas are baseball games, concerts, a special client appreciation night or even a group dinner. Another idea is to invite them to a lunch seminar, where your best clients and their guests learn something of value to their business for only the cost of lunch.

Step 5: Invite a client or prospect to a group mixer or networking event, where you act like a host to your guest. You make an effort to introduce them to contacts that they might benefit from meeting.  People go to networking events to connect with people. Help them make connections, and in time, they will reward you with connections that will benefit you.

Step 6: Make sure that your marketing materials convey the message and professionalism you want. This includes business cards, brochures, your website, voicemail message, how your staff answers the phone, and even how welcoming you are to new clients. 

With a little planning you efforts will go a long way

Jim Roman is co-founder and president of Business Owners Institute, an educational institute dedicated to the development of business owners at all levels and all stages through an array of classes, courses and mentoring services. Contact him at (804) 938-TEAM, at http://www.boiva.com or at .(JavaScript must be enabled to view this email address).
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Henrico Democrats nominate Lynch, Rodman

APR. 29, 6:15 P.M. – Henrico Democrats today selected their party's nominees for the Brookland District Supervisor seat and the 73rd District House of Delegates seat during a party caucus.

Courtney Lynch, the founder of a leadership development company, was somewhat of a surprise winner in the Brookland District supervisor's race. She defeated Virginians for High Speed Rail Executive Director Danny Plaugher, who had been the party's nominee two years ago in the general election for the seat.

Debra Rodman, a Randolph-Macon College professor, earned the party's nomination for the 73rd House District seat, defeating Chelsea Savage, a nurse, in a runoff. Attorney Sarah Smith was third and Bill Coleman, a project manager for a health organization, fourth.
> Read more.

Therapeutic healing


In a room labeled the garden room, a bright space with lavender-colored walls and pebble-gray chairs, art therapist Becky Jacobson might ask her patients to imagine a safe place, but she doesn’t ask them to describe it to her — she wants them to draw it.

The patients are free to draw whatever they envision, expressing themselves through their colored markers, a form of healing through art therapy.

“Some people might not feel safe anywhere because they have had hard things happening to them, and I have the background to help that person reground and feel safe in the group,” Jacobson said. > Read more.

Eight’s enough? Crowded race for 56th District develops


Following the retirement of Delegate Peter Farrell [R-56th District], a number of candidates have thrown their hats into the ring to vie for the open seat in the Virginia General Assembly district, which contains a portion of Henrico’s Far West End.

Democratic challengers include Lizzie Basch and Melissa Dart, while Republican contenders include George Goodwin, Matt Pinsker, Graven Craig, Surya Dhakar, Jay Prendergrast and John McGuire. In addition to a section of Henrico, the district also includes portions of Goochland and Spotsylvania County, as well as all of Louisa County. > Read more.

On the trail to Awareness


Twenty-five teams, composed of some 350 participants, gathered at Dorey Park in Varina April 8 for the Walk Like MADD 5k, to benefit Mothers Against Drunk Driving Virginia. The event raised more than $35,000, with more funds expected to come in through May 7. > Read more.

Leadership Metro Richmond honors St. Joseph’s Villa CEO


Leadership Metro Richmond honored St. Joseph's Villa CEO Kathleen Burke Barrett, a 2003 graduate of LMR, with its 2017 Ukrop Community Vision Award during its annual spring luncheon April 6.

The award honors a LMR member who demonstrates a purposeful vision, a sense of what needs to be done, clear articulation with concern and respect for others with demonstrated action and risk-taking. > Read more.

Henrico Business Bulletin Board

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The Henrico Community Band, now celebrating its 25th anniversary, will perform at 7:30 p.m. at The Cultural Arts Center at Glen Allen. Under the direction of Archer Johnson, this free concert will feature a variety of music and fun for the entire family. For details and reservations, call 501-5859. Full text

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