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How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

How to write effective sales copy - checklist

There are so many ways to keep in touch with customers or approach new prospects. But a well-written sales letter or email can persuade potential customers to find out more. Follow our steps to writing an effective sales copy.

  • Decide what form your sales communication will take. Will you send a sales letter, SMS message or email.
  • Consider why you are sending your sales message. Are you announcing a product launch or trying to get a meeting, weigh up whether it is the best means of making your initial approach.
  • Try to ensure your message reaches the right person. Check you have the right contact details (whether that is an email address, phone number or physical address).
  • Address recipients personally so your message is not dismissed as junk. For example, use an emails recipient's name in your mailing or use a handwritten envelope to help your letter reach the prospect's desk.
  • Be personal. Look at the customer's sales history and adapt the mailing copy to reflect their particular buying habits.
  • Show that you understand your customer's problems and explain how you can provide a solution. Don't talk broadly about your business - talk about how you can help them, specifically.
  • Use the right tone and language for your target customers. For example, you might use technical language for business clients, but adopt a friendlier or informal tone for regular customers or those you know in person.
  • Include testimonials or reviews from customers where appropriate to convince new prospects to give your service or products a try. Endorsements will give prospects more faith in you.
  • Take your time and avoid spelling or grammatical errors. Mistakes look unprofessional and could undermine your letter's credibility. Get somebody to proofread your letter before it is sent out.
  • Put some thought into the design. Ensure it is clearly laid out and easy to read. Include a maximum of three or four lines per paragraph, and add bullet points if necessary.
  • Include a call to action, for example 'Call us now'. A direct command is likely to be more effective than a sentence that suggests 'You can contact us…'. A dedicated landing page on your website, with information that directly references to your message is best.
  • Include your contact details.
  • Follow up your message. Send a follow up email or message or call the customer.

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