"Change Is Threatening Your Business" 
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Bob Leduc

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Change Is Threatening Your Business 
Copyright 2005 Bob Leduc 

You cannot grow a business today by simply repeating what 
you did successfully in the past ...or even recently.

Clever competitors and new technology are producing changes 
that will reduce the effectiveness of your current 
marketing efforts. These 3 strategies enable you to 
overcome this threat - and continue to grow your business.

1. Keep Testing New Advertising Methods

The first impact of change is often a shrinking return on 
your response from proven advertising methods ...followed 
by a decline in the sales they produce. Don't wait for this 
to happen before taking action.

Continually test and evaluate the effectiveness of 
everything you use or do to promote your business. Test new 
marketing methods - and old ones you never tried before. 
Replace less effective marketing methods with the more 
effective ones you discover with your testing.

Tip: Invest 80 percent of your advertising budget and 
effort in proven promotions and 20 percent in testing new 
variations. Most businesses using this system continue 
growing - even in highly competitive markets.

2. Keep Opening New Markets

Never stop looking for new markets you can serve. Every new 
market you open increases your sales ...and helps insulate 
you from the impact of change.

Changing market conditions or an aggressive competitor may 
cause your sales to drop in one market. But the impact will 
not be devastating if you have a variety of other markets 
producing results for you.

Tip: One quick and easy way to find profitable new markets 
is to sub-divide your current market into several narrowly 
defined niche markets. Then customize your advertising so 
it offers specific solutions to the unique needs of 
prospects in each niche market.

For example, the owner of a company selling sales leads to 
small businesses noticed that many of her clients were 
network marketers or real estate agents. She created a 
customized web site for each of these 2 niche markets.

The two sites looked similar. But their content was 
different. A visitor to either site could assume the lead 
service applied exclusively to their industry. She claims 
her sales increased by almost 20 percent when she targeted 
these 2 niche markets.

3. Keep Adding New Products And Services

A decline in the sales of one product can devastate your 
business if you only offer one or two products. But it will 
not have much impact on you if you are still getting sales 
for a selection of other products.

Keep increasing the number of products and services you 
offer to customers. These additional products and services 
should be closely related to those you already sell.

For example, if you sell health products, find additional 
health products or services you can offer. If you offer 
residential lawn care, look for a way to offer additional 
services that help homeowners maintain their property.

Clever competitors and new technology cause constantly 
changing marketing conditions that will reduce the 
effectiveness of your current marketing efforts. Use these 
3 strategies to overcome this threat - and continue growing 
your business.

Bob Leduc spent 20 years helping businesses like yours find 
new customers and increase sales. He just released a New 
Edition of his manual, How To Build Your Small Business Fast 
With Simple Postcards ...and launched *BizTips from Bob*, a 
newsletter to help small businesses grow and prosper. You'll 
find his low-cost marketing methods at: 
or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

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