James Doan - Just Minding My Own Business

Local businesses often find themselves competing not just with each other, but also with larger corporations. One effective way to stand out and create a loyal customer base is by actively participating in community events. We can explore the benefits of community involvement, different ways to engage, and how these efforts can create lasting connections. The Power of Community Engagement When businesses get involved in their local communities, they do more than just promote their brand; they build relationships. Here’s why community engagement is so powerful: Brand Recognition: Being present at local events increases visibility. People remember businesses that show up and support their community. Trust Building: When a business takes the time to give back, it fosters trust. Customers are more likely to support businesses that they see caring for their community. Networking Opportunities: Participating in community events opens doors to meet potential customers, partners, and collabora...

Front-page story in a local paper: The public library eliminated late fines. What usual fee can you abolish to become newsworthy? A police department identified 20 "hot spots" where people were in danger crossing train tracks.  What metaphorical "hot spots" can you identify and publicize using your expertise? A burger joint had been serving vegan "Impossible Burgers" for a year. Their supply cut off around the time the meatless wonders debuted in Burger Kings. Is there a hidden downside of a popular trend that you have experienced?

There are times when you will find yourself in competition with questionable businesses. Do not resort to denigrating or smearing them. Instead, try these effective marketing tactics: You can offer a free report detailing  things to look for when hiring a ____.  In it, describe the unethical factors. Explain why they are misleading, shoddy, fraudulent, or contrary to the reader's values. Do not name names. End by mentioning that your firm passes all the criteria, and inviting the reader to check you out. Get testimonials from customers describing the reasons for their disappointment with other businesses. Have them explain why they now deal with you.

In discussions with industry leaders like Seth Godin and Clay Hebert (among many others), it has become clear that we are in a Connection Economy. The connection economy rewards value created by building relationships and creating connections, rather than building assets by industrialism. This means the most valuable companies will connect buyer to seller, or consumer to content. If you don’t buy that argument, consider these facts:

When the economy makes a turn for the worse, it just makes sense that your advertising will give less of a return than during an economic boom. Sure there's a lot less money being spent, but you don't have to have to watch your profit margin plummet! Think about it... advertisers are feeling the recession just as much as you are, and are more desperate for clients. It's the perfect atmosphere to negotiate your way to lower costs - even if you are already getting a good price. Every advertising penny you can save, is that much more profit you'll earn on the products. Have you thought about getting free publicity? Local newspapers are always looking for something of local interest. Make the news! Publicity is free, but a wonderful way to get your business in front of potential clients.