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A Home-Based Business Online
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Practical home business ideas, opportunities
and solutions for the work-from-home
entrepreneur
Issue 138 : June 24, 2002
Sent to 13,610 Opt-In Subscribers
Editor: Elena Fawkner
Publisher: Fawkner Publishing
http://www.ahbbo.com
Contact By Email
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IN THIS ISSUE
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1. Welcome and Update from Elena
2. Home Business Idea of the Week
3. Feature Article - Offline Promotion Matters Too
4. Surveys and Trends
5. Success Quote of the Week
6. Advertise with AHBBO
7. Subscription Management
8. Caveat Emptor
9. Contact Information
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1. Welcome and Update from Elena
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Hello again and a warm welcome to all the new subscribers
who have joined us since the last issue.
This week's article is for all of you struggling to promote an
online business. "Offline Promotion Matters Too" is a reminder
that an online business needs to be promoted via traditional
offline channels in addition to online since that is where the
majority of your prospective site visitors reside. It's at
segment 3.
As always, thanks for reading and I hope you enjoy this
week's issue.
Remember, AHBBO is for YOU! If you have comments or
suggestions for topics you would like to see addressed, or
would just like to share your experiences with other
subscribers, I want to hear from you. Please send
comments, questions and stories to Contact By Email .
_______________________________________________________________
2. Home Business Idea of the Week - Housesitting Registry
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If you're a renter, what's the hardest part of buying your own
home? Saving the downpayment. It's tough to do when your
salary is being spent on rent and other living expenses. If you
don't have much of a surplus, saving for that downpayment
can take forever.
If you're a homeowner, what's the hardest thing about going
on extended vacation? Worrying about your house, garden and
pets while you're gone.
Here's where your business can come in. A House Sitting Registry
basically brings these two groups together. Many renters, instead
of paying rent every month, would prefer to house sit in someone
else's home and save that rent towards a deposit. In exchange for
free accommodation, the renter takes care of the property, tends
to the plants and looks after the owner's animals. The renter's only
expense is utilities and food.
Home-owners, naturally enough, are going to be concerned about
exactly who it is who's going to be living in their house for the next
six weeks. For this reason, it's vital that your sitters come with
sterling references. Of course, once that sitter's first assignment is
complete it becomes a whole lot easier because the home-owner
can provide a reference and you can provide a reference based on
the first experience and away you go.
Your income from this business comes from the sitter. The sitter
should pay you a membership fee for a certain period of time, say
one year. I've seen membership fees of around $250 per year. You
allow home-owners to list their property for free.
If you're interested in learning more about this business idea, I
suggest you visit the Australian House Sitters site at
http://www.housesitters.com.au. It's an excellent example of how
this idea can work in practice.
-----
This is just one of over 130 ideas from the new "Practical
Home Business Ideas From AHBBO" e-book. Find out more at
http://www.ahbbo.com/ideasbook.html .
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3. Feature Article: Offline Promotion Matters Too
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© 2002 Elena Fawkner
With all the talk of the importance of search engine positioning,
online directories, keyword metatags and publishing your own
ezine, you might be forgiven for thinking that the online world is
the only one that matters when it comes to promoting your online
business. Only occasionally will you see something like “and
don’t forget about offline promotion too”.
Why do I need to engage in offline promotion when I’m promoting
an online business? The reason is simple. The concept of a
paperless office is all very well, but your potential customers live
in an offline world. To get their attention, you need to reach them
where they live. Here’s how:
STATIONERY
Every item of stationery that leaves your office is an opportunity
to promote your website. Make sure your website address (URL)
appears on every single piece of stationery including:
=> business cards
=> letterheads
=> envelopes
=> address labels
=> fax cover sheets
=> checks
=> invoices
=> receipts, and
=> reorder forms.
PROMOTIONAL ITEMS
Tangible promotional items that people see or use every day are
a great way of keeping your name in front of your customers and
prospective customers. Make sure your URL appears prominently
and it will be a constant reminder to visit your website.
Promotional items that lend themselves well to this concept
include:
=> coffee mugs
=> paper weights
=> pens
=> t-shirts
=> calendars
=> key chains
=> magnets
=> bumper stickers, and
=> car license plate frames.
PRINTED MATERIALS
Printed materials are a great way to generate (especially) repeat
business when included with product orders. After all, your
existing customers are already predisposed to deal with you so
make sure you take the opportunity to promote your entire line
of products and/or services to give them a reason to return. Here’s
a few ways:
=> Coupons
Coupons are great to use as incentives for future purchases.
Offer a range of coupons including percentage off orders (for
example, "10% off your next order of $20 or more"), free shipping
or free items (for example, "buy one, get one free" type offers).
Coupons can also be used to generate new business by making
them freely available around the traps. For example, if your
business is educational software, make arrangements to have a
supply of “30 day free trial” coupons made available at your
local school.
=> Gift Certificates
Gift certificates are good because they allow your customer to
share their discovery of your products and services with friends,
family and colleagues. To be effective, especially in connection
with services, a gift certificate needs to have a tangible dollar value
to the recipient rather than merely offering to redeem the certificate
for a particular service. This is because the referral customer
probably has no conception of the dollar value of your service. The
potential customer can, however, readily appreciate the value of a
“$30 toward your purchase of $60 or more” gift certificate.
=> Product Sheets
Product sheets are a way for you to make your existing customer
aware of what *other* products and services you offer in addition
to those they have recently purchased. This need not be any more
elaborate than a one page price list but it can be as extravagant as
a glossy product page replete with photos if your budget permits.
=> Brochures
Brochures are an effective way to create a professional image and
promote your products and services at the same time. Give them
to prospective customers for a quick overview of your business
and to give them a reason to visit your website for more information.
Distribute your brochure whenever you get the chance: carry them
with you wherever you go and hand them out whenever you hand
out your business card. Mail your brochure to current clients to
inform them of additional products and services that they may be
unaware you offer and to prospective clients sourced from rented
mailing lists.
Also, get permission to leave a small stack of your brochures in
places where potential customers are likely to congregate such as
doctors’ and dentists’ waiting rooms, local schools etc..
Another good idea is to send your brochure to the editors of your
local and regional newspapers together with a letter advising of
your availability for interview as a local expert in your field.
ADVERTISING
Advertising can be as simple as placing classified ads in your
local newspaper or as grand as purchasing television advertising
slots. Here’s a few ideas:
=> Classified Ads
Place small classified ads in your local and city newspapers and
include the URL of your website.
=> Yellow Pages
If you purchase display advertising in the Yellow Pages, be sure
to include your URL.
=> Flyers
One page flyers advertising your product or service and including
your URL can be printed cheaply and left on car windshields or
distributed via letterbox drops in your local area.
=> Local TV Guide
Your local TV guide can be a good place to advertise cheaply if
your product or service is of particular interest to a local
geographic target audience. Again, be sure to include your URL.
=> Radio Advertising
Radio advertising can be an excellent buy for many small
businesses. Call the sales department of several radio stations
that target your demographic. Be sure to ask about rates for
different times of day and package deals.
=> Television Advertising
You’re not going to be able to afford the high price advertising
exposure that’s offered by the likes of ABC or NBC but you
may be surprised at how affordable advertising on your local
cable channel can be. Contact the sales department of your
cable provider for details. This type of advertising is particularly
effective if your product or services is oriented toward a specific
geographic target market.
=> Direct Mail
Mailing lists of various sizes are available for rent or purchase
for direct mailing your offer to prospective customers.
=> Press Releases
Press releases can act as a form of de facto advertising. Send
your press release to the editors of print periodicals.
NETWORKING
Any local community offers ample opportunity for networking.
Each networking function you attend is an opportunity to
publicize your business and your website. Consider the following:
=> local Chamber of Commerce
=> local industry groups
=> school functions
=> social events
=> charitable organizations
=> community functions, and
=> public speaking.
EVERY CHANCE YOU GET
Last but not least, getting the word out should be a daily habit.
=> Telephone
Every time you answer your business phone be sure to give the
caller your website address so they can find out more information
about you and your business. Make sure your website address
is included in the message recorded on your answering machine.
=> Mail Inserts
Include a small insert promoting your business and your website
in every piece of mail that leaves your home or office.
=> Word of Mouth
Finally, perhaps the most effective and under-appreciated tool of
them all – word of mouth. Talk about your business and your
website at every opportunity and encourage your customers,
friends, family and colleagues to do the same. You would be
surprised at just how many businesses out there owe their
success to little more than word of mouth referrals.
Successfully promoting an online business requires a sound
understanding and methodical application of the principles of
online marketing and promotion.
But to focus on online methods to the exclusion of offline does
only half the job. Give due attention to offline methods of
promotion in conjunction with your online promotional efforts to
ensure the widest possible coverage of ALL of your potential
markets.
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** Reprinting of this article is welcome! **
This article may be freely reproduced provided that: (1) you
include the following resource box; and (2) you only mail to
a 100% opt-in list.
Here's the resource box to use if reprinting this article:
------
Elena Fawkner is editor of A Home-Based Business Online ...
practical business ideas, opportunities and solutions for the
work-from-home entrepreneur.
http://www.ahbbo.com
_______________________________________________________________
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_______________________________________________________________
4. Surveys and Trends
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© 2002 Ryanna's Hope
THIS WEEK! A LOOK AT THE TRENDS OF THE "BOOMERS"
=====================
PRIORITIES AND REALITIES
=====================
THE MARKET FOR BABY BOOMERS AND BABIES...
Those trend-setting baby boomers are at it again. More and
more women are embracing motherhood later in life. The
birthrate for women aged 40 to 44 increased 81 percent
between 1980 and 1995. No one seems to have paid much
attention, until now.
As trends go, it sounds like boomers have invented "trend-
cloning", baby boomers creating a baby boom. What's behind
these "nest refills"? No one's really sure. (source: ageventure)
=========================
BABY BOOMERS AND WHAT THEY WANT
According to "Trends," to position your business in the path
of baby boomer needs is to accelerate your growth far beyond
rates that would result from good products and good management
alone. In the next decade the 50 - 60 age-group will increase by
40%. As the baby boomers turn 50, many of their needs will
stabilize for 30 years as successive boomers arrive at their half
century, all wanting the same things. For starters:
They want to stay looking young, and keep ill-health at bay (and
use viagra if necessary);
They want the music of their youth (eg. Beatles, Rolling Stones);
They need to invest for retirement (better late than never);
They want to cruise, fly, tour, everywhere and anywhere, and will
not be deterred by recent setbacks in the airline industry;
In retirement, they will need to have amassed very large capital
from business or investment. If they have merely been "saving"
they will likely face large financial shortfalls.
=========================
Marketing & Advertising Time Line...
Baby Boomers (1946-1964): Largest generation in the history of
the United States. The Boomers -- about 77 million of them --
took to the streets and vowed to change the world.
Echo Boomers (1977-1994): A new generation is emerging in
America, and it is called the Echo Boomers. There are at least 72
million of them. The overwhelming majority are children of Baby
Boomers
=========================
TRENDS WITH OUR DAUGHTERS OF BABY BOOMERS...
Unlike their mothers, women from Generation Y will make more non-
traditional choices for marriage and family. Whether they are
single or married, these women will have careers and enough
disposable income to afford luxuries for themselves and their
homes.
Generation Y women increasingly may wait longer to marry and have
children in order to establish their personal independence and
stability before making lifetime commitment decisions. (source:
weardated)
==========================
IN YEARS TO COME, RETIREES MAY NOT EXIST
If retirement exists at all, it exists as a state of mind. The
ultimate in retirement probably means being able to live life on
your own terms, doing what feels right for you. Continuing to
work. Changing careers. Stopping work altogether. Pursuing a
college degree. Or one of a thousand other pursuits. Today's
retirees have based the retirement decision on economic
feasibility without much thought to the personal consequences.
Baby boomers may be a different story. Research suggests that
boomers won't be financially capable of retiring in the same
style as their parents.
The good news is that the boomers will have to do a lot more
soul-searching about the retirement decision. As a result, they
may not retire at all. Call it necessity, or preference.
Retirement, as we know it today, may never be the same. And quite
likely just might disappear from the American experience.
(source: ageventure)
===========================
BEWARE OF THE "FEAR" FACTOR
The drug companies, says Penn State Research, "used a variety of
emotional cues to capture the reader's attention." The largest
percentage of emotional appeals, says Pinto, used fear as a
motivator for buying the drug. A breakdown of marketing appeals
used in the pharmaceutical ads are listed below.
43% of the ads appealed to the consumer's "fear" of life-
threatening illnesses, 31% were classified as attempts to evoke
"humor", 30% emphasized "relationships", frequently involving
children, nearly nine percent used "guilt" to influence the
consumer, nearly nine percent use "sexual" references.
===========================
TREND REMINDERS...
New boomer crop of children - while the original boomers had
fewer children per household than their parents, their children
seem to be having more, thus creating a new crop of boomer
grandchildren. Consider what that means for opportunities in
child care, toys, and clothing.
Reinvention of religion - as people continue to cast off
traditional beliefs and services, others return to them even more
vigorously. Consider what that means for opportunities in books,
tapes, and online services.
Yearning for high-touch products and services - this includes the
nostalgia induced by high-tech solutions to everything. Consider
what that means for opportunities in antiques, older homes, home
delivery and pickup businesses, and any business owned by
friendly service-minded proprietors.
------
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5. Success Quote of the Week
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If you truly feared failure, you'd be very successful.
-- Barbara Sher
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6. Advertise With AHBBO
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the most cost-effective and targeted form of advertising
online today. This is because the ezine's editor has already
done the hard work of bringing together a large group of
readers highly motivated by the subject-matter of the
ezine itself.
Therefore, assuming you place your ad in an ezine with
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group of highly targeted prospects for your product or
service.
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To learn more about advertising in the AHBBO ezine,
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8. Caveat Emptor
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Although all of the information presented in AHBBO is
published in good faith, I accept no responsibility as to the
accuracy or otherwise of the information presented. By making
use of the information contained in AHBBO the reader assumes
all risk that certain information may prove to be incorrect.
**I do not endorse any advertisements unless stated to the
contrary. Your money, your decision, your responsibility.**
All advertisements are accepted in good faith. However,
advertisers are solely responsible for the content and
accuracy of their classified advertisements and I give no
warranties, nor accept any responsibility, in relation to any
classified advertisement appearing in this publication. ALWAYS
carry out your own due diligence! Remember, if it sounds too
good to be true, it probably is.
_______________________________________________________________
9. Contact Information
_______________________________________________________________
Elena Fawkner, Editor
A Home-Based Business Online
Contact By Email
http://www.ahbbo.com
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All Rights Reserved