Direct Marketing Article
You're the Owner, You're the Expert: Five
Ways to Leverage Your Business Acumen Locally
By Russell Trahan
For William, finally hanging the 'grand opening' banner on the facade of his
business was a dream realized. After years of drafting and redrafting plans
and budgets, applying for loans and acquiring the initial capital to break
ground on his new property, he was able to turn his goal of owning and
operating a local business into a reality.
At a recent chamber of commerce meeting, William found himself in a
conversation with a colleague that proved invaluable. Amidst discussion of
business tactics and customer development techniques, he was clued into a
spectrum of opportunities to generate brand recognition and supplemental
revenue that he was previously unaware of.
As the proprietor, William's expertise not only applies to the daily
operations of his business, but to the wider-scope of finding success in the
small-business sector as a whole - and in a bipolar economic landscape,
there is tangible demand for individuals with proven accomplishments in this
area. Regardless of his status as a neophyte to the world of business
ownership, there are opportunities available to leverage his knowledge.
Here are a few of the ways that you, as a business owner, can employ your
unique brand of expertise to build your local reputation and secure a stout
1. Speaking at Service Clubs
Getting involved with speaking at local service clubs is a fantastic way to
introduce yourself to the professional-minded public, and to share your
business savvy with others. The first step is to research service clubs in
your area, and start contacting the necessary parties about guest-speaking
Now, the initial hang-up most business owners find is that they do not see
how sharing the inner-workings of their specific business will be of value
to anyone else. When speaking, you need to stretch your expertise so that it
applies to a wider audience - not just those in your immediate industry. You
do not need to delve into the intricate details of how your particular trade
is run - there are overarching principles that apply to operating a
flourishing business - and as an example of the payoff that comes with
applying them, you are qualified to educate others (while subtlety promoting
Starting to speak at the local level can also catalyze a larger speaking
career. Begin crafting a presentation and approaching the necessary parties
to get your voice heard.
2. Stir the Pot by Writing Op-Eds
Tossing a bit of proverbial kerosene on a contentious conversation is an
assured way to cause your name to resonate within your community. There are
numerous hot-button business issues that continuously circulate in the media
and spur lively debates - minimum wage, unions and mandatory insurance, to
name a few. By writing an opinion-editorial that could possibly be placed in
daily newspapers with large circulations, you can state your position on a
variety of relevant issues, and establish a wider-range of name-recognition.
3. Foster a Thriving Business Community with Mentoring
What better way to put your skills on display than to take an aspiring
business-owner under your wing? Businesses thrive when there is a layer of
mutual support, and that often involves working together for a common goal:
carving a niche in the community for profitable, locally-owned companies.
Attend networking events and connect with others who are in the same
position you were in before your dream became an actuality - an individual
with an idea and an implementable plan, and coach them through the process
that you experienced.
Starting a business can be a painstaking and oft frustrating progression; by
acting in a mentoring and advisory role for others, you can help navigate
some of the roadblocks that come along the way, and create a tightknit
community of proprietors and reciprocal customers for life.
4. Guest Columns in Local Publications
Weekly and monthly tabloid-sized publications are regularly seeking fresh
content with local-angles to fill space on their pages, and submitting guest
columns reinforces your identity as a stalwart in the local business arena.
Common themes can include commercial trends, regional events or
opportunities - essentially any topic that allows you to provide your unique
The readership of homegrown newspapers and magazines is extremely diverse.
From the college student seeking weekend plans to the local business magnate
in the market for legitimate sales prospects, there is a forum to offer your
advice and expertise to a varied audience, which brings a wide-ranging
customer base through your doors.
5. Participate in Regional Radio Interviews
While guest columns and opinion-editorials in print have a longer-lasting
impact toward your business aims - it is a permanent medium for your
thoughts and know-how - radio interviews can provide an immediate boon to
your profit margins.
Connecting with decision-makers with local radio outlets - via social media
or email - is a fantastic first step to donning headphones and contributing
in-studio. Many producers and personalities are also active at community
networking events, and a brief conversation and a number exchange may lead
to an on-air interview.
After his enlightening conversation, William began employing the techniques
outlined by his colleague, and saw a significant increase in his bottom-line
and local profile. By utilizing his distinct set of expertise to contribute
in other facets of the business realm, he has amplified his reach and
cemented his position as an erudite force in the local community.
About the Author:
Russell Trahan is President of PR/PR, a boutique public relations agency
specializing in positioning clients in front of their target market in print
and online. PR/PR represents experts of all kinds who are seeking national
exposure for their business or organization. Russell and PR/PR will raise
your business' awareness in the eyes of your clients and customers. For more
information, please visit www.prpr.net or email
email@example.com for a free