Making Your Home Business Look Professional —
Starting Your Business on a Budget
by: Janet Holian, Chief Marketing Officer, VistaPrint
If you are thinking about starting a home-based business, you need to think of ways to look professional right out
of the gate. But for a new business owner, just the idea of marketing materials can be an overwhelming thought. So how do you make your company look professional
without spending a fortune? Start with some of these ideas.
Powerful Logo — The logo of your company is often the first thing that someone sees. Don't take it for granted. It should communicate the values of your company — strong, dedicated, customer focused, etc — and be on all of your marketing materials. Creating your logo can be as simple as choosing a symbol, a layout and adding your name to it.
Business Cards in Printed and Electronic Form — Don't underestimate the power of the business card. It's often the first thing someone sees when you meet them for the first time and they are you when you aren't there. Make sure your business cards are high-quality, full-color and make an immediate impact. Distribute them freely to ensure that your name gets out there often. Give a stack of cards to colleagues who will pass them along to potential customers. Match your e-signature to your business card with unique e-business cards — electronic versions of your business cards that are included in every e-mail. Encourage customers to forward contact information, an excellent way to increase your customer base.
Professional Materials — Produce high-quality, professional materials for all of your branding and marketing initiatives. Your collateral materials — business cards, letterhead, brochures, note cards, post cards, giveaways and even return address labels should all match and make a strong impression. Because prospects and customers like to review information from home, clear and easy-to-read brochures with product or service information are important. Skip photo-copied fliers on colored paper and shoot for full color glossy materials. Hand them out when you meet with clients or to prospects at shows and conferences.
Reinforce Your Brand With Great Giveaways — Stay in front of your customers every day. Look for cost-effective options that have staying power. If it makes sense for your business, items like calendar magnets with seasonal professional sports calendars are a great way to ensure that your customers will place your business and contact information in a frequently viewed location like the refrigerator or in a cubicle.
High Impact, High Frequency Mailings — Promotional mailings are one of the most cost-effective ways to keep you top of mind with your customers. Look for high-impact, full color postcards that inform customers of your latest successes or upcoming sales. The frequency of the communication is almost as important as what you say. Mail your customer base twice a month for the best response.
Handwritten Note Cards — There is no substitute for a handwritten note. It's inexpensive and has a strong impact — especially because so few people use them these days. Sending handwritten cards to key customers for special sales or discounts is very effective. Handwritten thank you notes are also appreciated and make a lasting impression because they show you go the extra mile.
Don't Forget the Holidays — Holiday cards are an important way to let your customers know that you appreciate them. Pick high-quality, cost-effective, color cards. Make sure your logo and company messaging are integrated into the cards. Consider sending cards for Thanksgiving or customer birthdays to stand out from the crowd. If your business is seasonal or cultural, use holiday cards to celebrate related holidays like St. Patrick's Day or the beginning of summer. No matter your budget, these simple tips will enable you to look professional and to keep your company's name in front of your customers.
About the Author: With more than 20 years of marketing experience, Janet Holian has been working to help small businesses and home-based businesses
grow and succeed since joining VistaPrint in 2000. For more ideas on making your home business look professional, visit www.vistaprint.com .
Disclaimer: The information presented and opinions expressed herein are those of the authors
and do not necessarily represent the views of Work-at-Home-Business.com and/or its partners.
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