How Do I Get Started Marketing My Business?

Each week on the Four Minute Fixation we answer a question from one of our viewers.

Today J.B. Slater, the Owner of Uptime Technologies asks:

“If our company has never done any marketing other than brochures and a website, where and how do we start?”

Thanks for the question, J.B.   The answer is in this video.

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Here is the Transcript of My Answer to JB’s Question:

How Do I Get Started Marketing My Business? 

Hi, it’s Dave Lorenzo and today we’re fixated on questions from our viewers. We had a great question from J.B. Slater of Uptime Technologies, you see he’s the business owner there. J. B. asks, “What does a business owner do when his business has grown organically via word of mouth and referrals, and he’s never had to do a marketing campaign before. The only marketing thing he’s done is print brochures. Where does he get started and how does he get going with marketing? That’s a great question.

What I always advise business owners to do is to start with the acres of diamonds in their own backyard, if you will. That’s a great story, and if you haven’t read it look it up and read it now. It’s called, “Acres of Diamonds,” and you have acres of diamonds right in your own back yard. Those are your current clients, and customers, and people who know you, like you, trust you. The very first thing you should do if you’ve never really done any marketing before, is to take care of the relationships you currently have, because those people will refer you more frequently.

What advice folks to do is to immediately write a letter to everyone who’s been a past customer or client. To say point blank to them, “Thank you very much for the business you’ve given us the past. We have not typically used advertising, or expensive marketing campaigns to grow our business. Our business grows via word of mouth. What we’d like to do, is we’d like to invite you to try this brand new service that we have at a deep discount.” You need to come up with a service, or a product, that you can offer at a discount off of the regular retail price, and offer that to people who are past customers, or clients.

If you’re say a lawyer, or in a professional services business, and you don’t really have a service that you can offer at a discounted price to reengage old customers or clients, the best thing for your to do is simply write the letter saying thank you. Invite these people to call you and update you on what’s going on in their lives.

The letter goes something like this, “Dear Mr. Smith, I’d like to write you because I haven’t been in touch in a while, and I’m sorry about that. I’m wondering how things are going in your life, and if you have the time I’d love to hear from you. Please take a few minutes and give me a call, or drop me a note, to let me know how things are going. In case you forgot my phone number is, put your phone number in there. My e-mail is, put your e-mail address in there, and our offices are still located at, and your office address.”

Send the letters out, and send these letters out three different times over a six week period. Send these letters every two weeks over a six week period. Whenever I advise clients to do this they say, “Oh my gosh. Everybody’s going call.” No, that’s not the way it works. Ten to fifteen percent of people who receive the letters probably, if you’re lucky, will call you. Those ten to fifteen percent are important, because those are people who you can back in touch with, and communicate with on a regular basis now, because they still know you, like you, and trust you. Once those folks respond to your letter, you talk to them on the phone, you sell them the product or service at a discount, and then you sign them up for your weekly e-mail newsletter, or your monthly print newsletter.

That’s what you do if you’ve done any marketing. You send a letter out every two weeks for six weeks, three different letters, to reengage past customers and clients. The people who respond you then subscribe to a weekly e-mail newsletter and/or a monthly print newsletter. That’s how you make money from a marketing campaign when you’ve never done any marketing before. You want to reengage people who already know you, like you, trust you.

J.B., thanks so much for your question. That’s what we’re fixated on today.

After you watch today’s video, you may also want to listen to the podcast below.  In it I outline an entire marketing strategy a business can implement in just a couple of weeks.

An Outline for Business Marketing Strategy

You should also listed to this step-by-step guide to marketing your professional service firm.  Although this marketing plan was originally developed for lawyers, it can be used in any business in any industry.

Law Firm Marketing Plan That Also Works for Other Professionals