Put yourself in your customer's shoes and call your own business. If your employees have a commitment to serve (like you do), you can hear it in their voice. I'm old fashioned, I believe phones need to be answered by people - with a friendly voice - and in less than three rings. I tell my people to smile when they are on the phone. Your customer feels it right through the phone lines. If you have people that are bad on the phone - don't let them answer it. They'll damage your business. Put great people on your front line. People that like people. Not only does your business need to be inviting - your people do too. This week and every week provide exceptional phone service.

Your customers may know about your business, but do they feel like they really know you and your staff? You can share a lot more about your company with a newsletter. Tell everyone about your wonderful employees. Explain a new product. Brag about that recent award. Share your accomplishments. Offer helpful advice. It's easy to do with a newsletter. It's a great way to stay in touch with your customers on a regular basis. Monthly, quarterly or semi-annually - It's up to you. I like quarterly because it's a little easier to maintain. You have lots to share and great stories to tell. Get started on your company newsletter today.

Let's take a look at some very basic marketing. This week I would like you to walk outside and take a long, hard look at the front of your business. This is the first impression you make on new and current customers. Is it a good one? What do you see? Candy wrappers, dirt and soda bottles blowing around? Or clean sidewalks, fresh paint and sparkling windows? This is a simple thing you can do to improve your image - and ultimately your bottom line. How can you make the front of your building more inviting? While you're at it, make sure all public spaces inside are attractive and your people are encouraged to be welcoming. Today's customer is looking for an experience - make it memorable.

The time has come. It's time to go ahead and start investigating internet advertising. For a long time it wasn't really working - well, now it is. Many people go online to get all their news now. We routinely search websites to find the products and services we need. Hopefully by now you have a website. Your internet ads should link to your website and be carefully placed on other sites that relate to your business. A Chamber web site would be a great place for a business that only works with other businesses. A local radio or newspaper website is a great place for local retailers. Focus on one product or service and make it fun. Don't forget to have a call to action to get people to respond. Start looking around; you'll see that the smartest businesses are already advertising online.

As I've mentioned before, it's harder to reach people than ever before. The reason is there are so many more ways to communicate. Because of this, more traditional forms of advertising are not working as well as they have in the past. One way to get your message across that does still work is direct mail. The key is a solid mailing list. This could be your customer list or a purchased list - take the time to have it cleaned and sorted. Most printers can do this for you. Then make sure you have a fun mailing piece that promotes your business, product or service. Don't forget a strong call to action and remember postcards! They're small, fun and cost less to mail. Consider putting a direct mail campaign to work for your business.

I'm going to get some hate mail for what I'm about to say. I'm encouraging all of my customers to downsize their yellow page advertising as soon as they possibly can. The yellow pages are dying - and dying fast. Take a look at how much you're spending on yellow page ads - you're in for a shock. Use the money you save on something that works harder for your business. This week do a fun, informal poll - ask anyone under 40 where they go to find phone numbers. They'll say "the internet." Have your job shadower, intern or favorite 10 year old update your internet yellow pages to make sure your business name, phone and address are correct. The advertising world is changing - make sure your business changes too.

There are so many ways to promote your business. It may seem overwhelming trying to decide which marketing tool is the most productive. You may be surprised but the answer is right in front of you. Your customer list and email list is the most valuable marketing tool you own. Are you using it in the best possible way? Can you even find it? Look at your customer list today and start adding emails. It's important to ask for permission to communicate with customers through email. This is the best way to stay in contact with customers - at no cost. With a good list you can communicate better than ever. Send out invitations, announcements, and updates. Just remember to make all your messages beneficial to the customer.

You want to give all the information you can to a potential customer about your company. Hours you're open. Your unique services. Specials. Telephone. Web site. Email. Location. You get the idea. you also want them to be able to keep this information for reference. A simple brochure highlighting your company is the perfect way to do this. You can tell your customers everything they need to know in a handy, usable format that can be looked at whenever needed - and maybe even passed on to another customer. Make your brochure stand out with a fresh, new design. Color printing is more affordable than ever before. Today take a look at your company brochure. Give customers information they can use, keep and share.

I've been told recently that business cards are dead. I disagree. Sure, people are beaming and bumping their contact information to each other on their smart phone. However, you can give your potential customer all the information they need to start doing business with you by having a well designed business card. Take a look at yours. Is it time for an update? Include your logo, services, phone, web site, email and more. Think of it like a mini brochure. Make your business card stand out by using affordable full color printing on quality paper - and use the back of the card. Look at your business card today. Help potential customers remember you. Hand them a business card worth keeping.