Do What Works

"Can you hear me now?"

You'd be hard pressed to find someone in the US who doesn't know the company behind that question.

So why do big companies, like Verizon, hammer us with the same message over and over? Because it works. And it can work for your company too. But it takes time and repetition to get your message out and heard by your target market.

Most small business owners will try something once then give up. They expect customers to come pounding down the door to their business after just one message.

It won't happen.

How do you help your customers hear your message? Think long term. Before taking the first step to getting the word out about your product or service, determine the time frame.

Consider at least a six-month time frame for executing your actions to deliver your message. Then identify the steps you will take -- identify how, who, what and when. Spread those steps out so you are taking action at least once a week. Remember that consistency in delivering your message is key.

Place the steps on your calendar (a wall calendar that you see every day is great for this) and execute them based on your plan.

About the Author

Denise O'Berry frequently speaks to professional organizations, is the author of three booklets, and several "how-to" manuals. She writes a weekly small business column, hosts an online small business owners forum and is called upon regularly by publications such as Entrepreneur, Bank Rate Small Business, Florida Trend, Inc., various newspapers, radio and television to provide expert comments on small business issues.

In The News:


Why Ronald McDonald Failed On Twitter: Branding Lessons
Back in April, McDonald's made an announcement: Their newly made-over mascot, Ronald McDonald, was going to start tweeting, under the hashtag #RonaldMcDonald. At first blush, that sounded like an idea with some fun potential. But it didn't work out ...
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Why social media sites are more than a branding medium for retailers
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With people increasingly taking to social networking platforms—nearly 55% of the Internet population is on Facebook today with mobile sharing also picking up at a faster pace—brands have started using fan base, number of website visitors, comments, ...


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It might have been fifteen years ago when I first heard about Personal Branding. “Oh, gag me!” had to be my first reaction. Personal Branding sounds gross. It sounds like another grovelly, 'look how awesome I am' business weenie tactic. Every few years ...

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Bangor Daily News
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Branding Made Simple
The ability to distill highly complex business concepts into simple consumer propositions is one reason why Google, Apple, and Intel are three of the most valuable brands in the world. Google's breakthrough insight was to make everything about its ...

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Branding marijuana: How one company wants to refine a multibillion-dollar ...
In Colorado, edibles producers and vendors have drawn a lot of public scrutiny due to their branding and packaging. The products often imitate children's candies and cereals. The amount of THC in an edible is often spread inconsistently, so one bite of ...

New York Times

The Branding of Julian Assange
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Yet it still seems, at first anyway, a somehow inappropriate idea (or so an ad hoc poll of branding experts, fashion folks and friends would suggest). After all, commercial branding is an essentially corporate, establishment idea, and Mr. Assange and ...

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Digital Spy UK

Lenovo Takes the Anti-Microsoft Approach to Its New Smartphone Company
This month the company announced its plans to replace all its consumer products, including Nokia smartphones, with Microsoft branding. In several developing markets, Nokia still retains sizable share of the handset market and formidable brand equity.
Lenovo finalises its acquisition of Motorola MobilityDigital Spy UK

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TDA endorses Ecusta Trail, but balks at branding contract
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