Guerrilla Marketing

by Debra Kahn Schofield

One of the things that separates the guerrillas from the working stiffs is their love of free enterprise and aversion to being a cog in the vast industrial wheel. A lot of people dream about starting their own business and a home based business is a great place to start. Last week we explored the fundamentals for establishing such an enterprise. This week we'll discuss how to market and promote your product or service.

Begin with a marketing plan that defines goals and objectives, contains competitive research, outlines strategies and allows you to measure your achievements. You'll need to determine how much you'll charge. Fees are based on how much you can charge above your operating expenses and make a profit while remaining competitive.

Next, establish a promotional plan. The only way to generate business is to get the word out. You'd be surprised at how inexpensively this can be accomplished. If this is your sole occupation, time, energy and persistence may be your best resources.

Even if you are juggling another job and a family, you need to take an aggressive approach to marketing. Begin with one-on-one methods like networking, sampling and demonstrating your product or service, and requesting referrals. Go to where your target market lives. If you are a painting contractor, post your flyer on dilapidated houses in nice neighborhoods; if you have a typing service, place your business card on university bulletin boards; if you make jewelry, rent a booth at crafts fairs and display your creations.

Before you create a business card or flyer, come up with a business name and a slogan or USP (unique selling proposition). Your name should explain what you do and differentiate you from the competition. The name should be easy to spell, pronounce and remember. You can design many of your marketing materials yourself if you have a computer and word processing and graphics software.

Here are some of the things you can do to give a push to your marketing effort.

1) Be a joiner
Join a small business support organization or chamber of commerce. You'll find support, make networking contacts and possible even establish some fusion-marketing partners.

2) Get some class(es)
There are many classes and seminars on how to start a home business. Some are taught at colleges and adult extension centers; others are available through the government or private companies. You can opt for courses offering a complete overview of establishing a home business or ones teaching specific skills. There are courses that are geared to consultants, freelancers and bored retirees wanting to get back in the game.

3) Hit the books
Read home based business start-up books. A good place to start is Guerrilla Marketing for the Home Based Business by Jay Conrad Levinson and Seth Godin. These books will answer your questions before you ask them. Some books help you set up a marketing plan, explore low-cost advertising and promotional strategies and others cover specific businesses.

The only way to bring business in is by getting the word out. So do your research, but don't wait too long to get out there and market your home based business!