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March 17 Self Employment Marketing Plan: 4 Tips To Fine-Tune Your Niche Marketing--------------------------------------------------------------- ** Article: Self Employment Marketing Plan: 4 Tips To Fine-Tune Your Niche Marketing - By Terri Zwierzynski ** ---------------------------------------------------------------- Before you can have clients, you need to have prospects -- that's what marketing is all about. If your marketing isn't attracting the kind of people you'd like to be working with, it's like pushing a rope -- you are trying to sell them something they don't need, and they are looking for something you don't offer. A little fine-tuning of your marketing plan can make the difference between a solo business that lurches and stalls, and a business that runs smoothly and is fun to operate. Your Four-Point Marketing Tune-Up Checklist: Understand the difference between your Target Market and your Niche. A target market has distinguishing demographic characteristics; for example, recently widowed working women under 50. A niche gets more specific in characteristics that might not be as easily identifiable as demographics; using the previous example, you could further narrow your target market by including only women who want to remarry and don’t know how to meet suitable men. Make sure your Niche is focused enough. Think of all the people who might fit in your niche. Imagine them all in a room at a business or social event. Would you find them all interesting and enjoy talking to them? If you cringe at the thought of meeting some of the people in that imaginary room, note what it is about them that you’d like to avoid – and re-define your niche to exclude them. Perhaps you want to coach women who will be patient in their search for a spouse -- not desperate! If your marketing message implies easy, immediate results, you'll be attracting the wrong prospects. Fine-tune your language so it is clear that your solutions may take time to be successful. You won’t be eliminating potential customers – you’ll be saving yourself time wasted on less-than-ideal prospects. And you’ll find yourself more effortlessly attracting clients in the heart of your niche market. Choose marketing techniques that fit your strengths. Just because every other relationship coach has written a book, doesn’t mean you have to! If the whole publishing and book promotion exercise sounds like torture, don’t waste your time. Maybe writing a Dear Abby type of newspaper column is more your style. If you find dealing with your website to be confusing, but are good at speaking to small groups, ignore the advice to do a lot of online marketing and instead look for opportunities to speak at senior centers. Be authentic – be yourself. Building an image that isn’t who you are is a setup for disaster, especially for the self employed. You’ll be exhausted keeping up the façade…and potential clients will sense the lack of integrity. If you yourself are recently widowed and learning how to meet the right kind of men, don't try to imply that you are an expert. Your personal dating stories can be a great way to establish a relationship with a potential client, who can see themselves in you. Clients want someone they can trust -- it is more important than all the credentials in the world. About the Author: Terri Zwierzynski, the Solo-CEO, is a self employed business strategist and marketing consultant to solo entrepreneurs, and a grassroots promoter of the solo entrepreneur lifestyle. She runs Solo-E.com, the self employment resource website which attracts thousands of solo entrepreneurs and home business owners monthly from over 100 countries on six continents (2007 finalist for “Website of the Year” in the 4th Annual Stevie® Awards for Women in Business). Visit Solo-E.com and get our new ebook, “25 Surefire Ways to Capture More Clients, Get More Done in Less Time, and Make More Money—in 90 Days or Less.” Inspirational Quote for Home Entrepreneurs--------------------------------------------------- ** Inspirational Quote for Home Entrepreneurs ** --------------------------------------------------- Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don't quit. - Conrad Hilton Marketing Your Small Business--------------------------------------------------- ** Article: Marketing Your Small Business - By David Mason** --------------------------------------------------- Small business marketing may be the most important part in owning and maintaining a successful small business. A good portion of the marketing effort is determining the needs of your target market and then explaining that you provide solutions to meet those needs. Contrary to popular belief, it is a lot more than posting a sign or handing out flyers. Though many of the philosophies and tactics may be similar, small business marketing is an entirely different discipline than marketing of large companies. Successful marketing is not just a tactic or strategy; it is an entire process and you are sure to fail if you are not enthusiastic about your small business. Done properly, marketing can and will attract all the clients your small business can handle. But I would suggest you get to a place where you work only with clients who value what you have to offer. If you commit to following simple small business marketing systems, strategies and ideas you can significantly increase what you charge for your services. Unfortunately though, most small business promotions focus only on how great their products and services are. But you need to stay focused on what products and services your ideal clients want and need. Here’s another big no-no to avoid. Instead of marketing only when you need money or cash flow, commit to marketing your products and services all of the time. It is very important to consistently market your products and services because as I have been saying for years, success is based on persistency and consistency, not magic. Planning is also a key ingredient to the success of any small business. Developing a small business marketing plan will be one of the most crucial elements to your success. By creating your marketing plan you will eliminate the panic and need for an instant solution to financial problems because you can avoid many of the ups and downs that result from the all to common stop and start marketing. Your plan does not have to be set in stone, it can evolve as you and your business grow. The important thing is your dedication to consistency with your marketing. The lack of persistency and consistency will lead to an unused marketing plan. This in turn will lead to spits and starts in your cash flow. Successful entrepreneurs who have a small business marketing plan make more money in less time. When you start to think of who your ideal client is and what products and services they want or need and then combine that with your marketing tools and techniques, an effective marketing plan is not far behind. As you are probably starting to see small business marketing is an entire process, a synergy of the individual tactics and strategies. That's right, small business marketing is a system where the whole is greater than the sum of its parts. Another common misconception is that small business marketing is just common sense. Nothing could be further from the truth. An understanding of how small business marketing is conducted is essential for you if success is your goal. You do want results and success don’t you? It’s all about determining the needs of your target market and then providing solutions to meet those needs. So many people believe that marketing their small business is all about running advertisements, but it isn’t. If you are serious about your success in business, then make understanding marketing an on-going priority. The ultimate result of small business marketing is to attract more new customers and persuade existing customers to purchase your products or services in higher quantities and more frequently. The successful can attribute their success to having a strategic plan and following it consistently. When you create a marketing plan you will be able to compete at a higher level. Your odds of winning the game significantly improve when you take the time to create a plan. To your success! About the Author: David Mason is president of Mason Performance Development Inc., a Speaker, Trainer, Performance Development Coach and internationally best-selling author. Find out more about David and how he can improve your results and even create your own customized marketing plan at www.YourBigProfits.com Want FREE marketing tips? Sign-up for The Performance Development News it's a weekly ezine for small business owners who want simple to use tips and hints to create Big Profits, guaranteed. Visit www.YourBigProfits.com March 11 通俗易懂的经济学知识首先，看看经济学的概念：实际资产(real assets)和金融资产(financial assets)。 实际资产就是社会财富，比如房子、车子、厂房、人的知识等等。而且用实际资产可以直接创造新的社会财富。 而金融资产表示的是对实际资产的索取权。比如货币、股票、债券等等。这些并不是社会财富，只是对社会财富的索取权。否则一个国家的人民不用干活了，天天多印钞票就能富了？而且，股市涨得再高也不能说国家的社会财富多了，因为它代表的还是那些同样的社会财富(厂房、产品等)。 所以，一个国家的货币发行量是要有限度的。比如说，现在1元钱代表的是3个馒头的索取权。如果你单纯多发行钞票，而社会财富却没有增加，，那将很可能是 2元钱代表3个馒头了。而且是全社会的商品物价的普遍上涨。 这就是通货膨胀。 那通货膨胀是怎么产生的呢？ 先看看什么是汇率。汇率在学术上是一种金融衍生物，它的基础资产(underlying assets)是两国的货币。汇率应该怎么定才合理？合理的汇价应该使两种货币所代表的对本国社会财富的索取权相等。 比如，人民币在国内是1元钱买3个馒头(1元钱有对3个馒头的索取权)，美元在美国是1美元买2个馒头(美国没馒头，这里只是举例)。 那人民币和美金的汇率应该是多少？1.5：1。这就是最科学的购买力平价方法。当然，实际定价中要考虑一揽子商品，不能仅考虑馒头。 联合国认为，人民币和美金的汇率应该是1:3。美国中情局认为人民币和美元的汇率应该是1:2。 而现在人民币和美金长期维持在1:8.3，显然是太低了。这是明显的违背经济规律的事，虽然短期内使中国经济发展了。但长期上看，肯定要遭到市场的惩罚。这些经济发展的成果会被无情的转移到美国。现在就到了惩罚的时候了。定低汇率虽然是饮鸠止渴，但很多发展中国家仍然采用这一方法。 比如，现在没有国际贸易。按照正常汇率1:3，3元人民币能在国内买一双袜子，1美元能在美国买一双袜子。(都是各国自己生产，质量相同)，这时候是不会有国际贸易的(即使有，也是因为技术差别，但进出口很容易平衡的)。如果你把人民币硬性定为1:8了，那老美就会发现他们用0.4美元就能从中国进口一双袜子，显然比在美国自己生产便宜。这样中国产品就有了广大的国际市场。美国95%的商品都是中国造的，呵。。 而对于国内，进口产品(高科技，中国造不了的)价格受低汇率的影响，简直成了天价。比如笔记本电脑，在美国用一周的工资就可以买一个，而国内要两三个月的工资才能买。汽车，更别提了。。。这样，国内对进口产品的购买力肯定赶不上国外对中国产品的购买力，最终造成国际贸易失衡。出口远大于进口。 出口产品会产生什么结果？产品是社会财富，对吧。中国一个企业把自己创造的社会财富卖到国外，获得美金，再从中国政府处换取人民币。这样，企业手里就有了人民币，而这部分人民币没有相对应的社会财富(因为出口到国外去了),也就是相当于国家多印了钞票。这样，长期积累，国内肯定会造成通货膨胀(现在就爆发了)。再加上制度性的分配不公，这部分多出来的钞票会往权利拥有者身上分散，而老百姓工资并没有长，就造成老百姓感觉生活越来越艰辛。 从国家的角度，它为企业换取人民币，手里就多了美元(外汇储备)。外汇储备的实质就是对其他国家的社会财富(产品)的索取权。可这部分美元的取得是廉价出售国内劳力和资源的结果。真是血汗钱啊！所以外汇储备越多，就代表着中国人民和中国资源被剥削的越多。 美国现在一看，中国被剥削的差不多了(注意：不是老美愿意剥削的，是中国强行定低汇率让人家剥削的)。向中国政府施压提高汇率，看看人民币现在的升值速度。好吓人啊(我的资产全是美元，只有一点点人民币，看这人民币的升值速度，我简直肉痛阿。。。) 这时国外热钱开始涌入(因为中国央行也表示了，人民币需要慢慢升值。虽然这在劫难逃，可也没有明示给人家的阿，真蠢！央行这帮人来华尔街给人家扫厕所吧！樊纲！！！)，热钱进来当然要把美金换成人民币吧。所以中国外汇储备又狂增，世界第一了(不是什么好事)。而换出来的这部分人民币也没有对应着国内的社会财富。所以，国内物价也狂涨了。。。房价、股价、肉价。。。。都在涨啊。。。当人民币缓慢的升到位时(至少1:4)，这些外资就开始外逃了。。。那时中国外汇储备就会大幅下降。比如，外资进来1亿美金，换成了8亿人民币，在国内炒房炒股，变成了16亿人民币(股市是大庄的天下，对老百姓是不公平的)。然后当人民币变成1:4的时候，它换成美金，就变成了4亿美金，赚了3亿美金走。然后它就被拿回国了。。。这样，中国的外汇储备遭受了3亿美金的损失。也就是说对外国社会财富的索取权减少了。这些索取权可是用国内的社会财富廉价换来的。。。也就是相当于国内辛辛苦苦创造的社会财富被老美免费的转移过去了。。这既是市场对违背经济规律的惩罚。 在看老美，进口多于出口，短期内会使美国国内通货紧缩(物价特低)，但等人民币升到位后，老美把从中国赚取的利润放回国内，这部分通货紧缩就平抑了。 最终受害的是谁？中国！确切的说，是中国的老百姓和中国的资源 |
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