Small Business Marketing Ideas Podcast




Small Business Marketing Ideas Podcast Welcome
to
the
Small
Business
Marketing
Ideas
Podcast
with
The
Joy
of
Marketing.
If
 you’re
a
small
business
owner
in
need
of
creative
marketing
ideas
for
your
small
 business,
you
found
the
right
place.
MBA’s,
former
ad
agency
marketing
directors
and
 successful
small
business
owner’s
Sarah
Petty
and
Erin
Verbeck,
are
here
to
teach
you
 how
to
compete
in
small
business
without
discounting.
And
now
for
your
jolt
of
 marketing
ideas
made
simple…
 
 Hi
guys,
its
Sarah
and
Erin.
 
 Sarah:
 For
some
time
now
people
have
been
asking
us,
why
do
you
not
do
a
podcast?
Quite
 frankly,
we
just
never
had
enough
hours
in
the
day,
but
this
year
we
made
the
 conscious
decision
that
we
want
to
have
a
podcast.
We
have
so
many
ideas
every
day
 and
we
think
of
how
we
should
share
that,
so
this
is
an
exciting
way
where
we’re
 going
to
produce
these
a
couple
times
a
month.
They’ll
be
short
and
meaty,
about
15
 minutes,
so
you
can
listen
to
them
and
get
even
one
nugget
of
information,
one
 interesting
thought
or
idea
that
can
help
you
grow
your
business.
 
 Erin:
 Today
we
want
to
tell
you
why
we
think
it’s
bad
to
discount.
There
are
three
reasons
 why,
for
most
business
owners,
it’s
not
a
good
idea
to
discount.

 
 • It
de‐values
your
brand.
 
 So,
you’re
looked
at
as
a
discount
retailer
now,
you’re
no
longer
a
boutique
business
 and
no
longer
a
place
where
things
cost
a
little
bit
more,
you’re
now
just
like
everyone
 else
that
discounts.

 
 • It
also
teaches
your
best
clients
to
wait
for
a
sale.
 
 If
they’re
used
to
you
having
a
sale
once
a
month,
then
if
they
see
something
they
love
 this
week
they
go
well,
you
know,
they
haven’t
had
a
sale
in
a
couple
weeks
so
I’m
 sure
if
I
wait
a
couple
more
weeks
this
will
go
on
sale
and
it’s
no
big
deal
I
can
get
it
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 Copyright,
The
Joy
of
Marketing.
All
Rights
Reserved.



 for
less.
So
you’re
teaching
those
best
clients
that
come
in
often
that
it’ll
go
on
sale
 soon
so
they
don’t
buy
anything
at
full
price.
 
 • By
having
sales
and
discounting
often
you’re
attracting
the
wrong
kinds
 of
buyers.
 
 You’re
attracting
the
price
sensitive
people
who
come
in,
only
to
buy
things
at
half
off
 or
25%
off.
They’re
never
going
to
buy
your
products
and
services
at
full
price,
 because
they’ve
put
you
in
a
category
of
discount
retailers
or
discount
service
 providers,
so
they’ll
never
want
to
buy
from
you
when
things
are
full
price.
 
 Sarah:
 People
always
wonder;
why
do
I
always
get
so
many
objections?
I
had
a
sale,
had
 these
people
in
and
gave
them
a
great
price
and
they
were
still
whining
about
the
 price.
That’s
what
happens
when
you
attract
people
by
discounting.

 
 Let
me
define
discounting.
Discounting
is
when
you
take
your
price
and
lower
it
by
 either,
a
percentage
or
an
amount
or
whatever
and
let’s
use,
for
example,
a
$100
 product.
What
happens
with
many
small
business
owners
is
they
wake
up,
panic
and
 say
oh
my
gosh,
business
is
slow
so
I’m
going
to
have
a
sale.
Tomorrow
I’m
going
to
do
 a
30
or
50%
sale,
which
takes
that
$100
product
and
now
you’re
only
getting
$80,
$70
 or
$50
for
it,
instead
of
the
full
amount.
 
 Therefore,
you
have
to
make
it
up
in
volume,
but
each
time
you
have
that
sale
you’ll
 get
fewer
and
fewer
customers
responding.
The
one’s
that
did
are
going
to
nickel
and
 dime
you,
because
they’re
price
sensitive
and
you’re
not
making
money
because
 you’re
lowering
your
margins.
 
 What
we
want
to
talk
to
you
about
today
are
three
different
ways
to
add
value
to
your
 products
and
services
so
you
don’t
have
to
discount.
Sometimes
discounting
is
 necessary,
for
example,
if
you’re
a
retailer
and
need
to
clear
out
your
end
of
year,
end
 of
season
inventory.
That’s
a
no‐brainer,
you
need
to
clear
it
out
and
bring
in
the
new,
 but
what
we’re
talking
about
is
trying
to
get
everyone
to
think
about
it
before
they
 panic
and
have
that
knee‐jerk
reaction
and
throw
things
on
sale.
 
 1. We
want
to
talk
to
you
about
using
value‐added
incentives
instead
of
 discounting.
 


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Joy
of
Marketing.
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Rights
Reserved.


2



 We’ve
talked
about
what
discounting
is,
it’s
taking
that
$100
product
and
selling
it
for
 $50,
but
value‐added
incentives
are
where
you
take
that
$100,
you
get
the
full
price
 for
that
product
or
service
but
you
give
them
something
for
purchasing
it.

 
 You
might
say,
this
week
when
you
come
in
and
purchase
this
product
for
$100,
you
 will
also
receive
this
bonus
second
product
for
no
cost
it’s
just
a
bonus
for
you.
What
 this
does
is…
 
 – It
gets
people
that
are
serious
about
your
product
so
you’re
 attracting
the
right
buyer.
 
 – It
rewards
your
best
clients
who
are
coming
in
and
purchasing
 anyway,
because
they
get
something
extra.
 
 – It’s
not
cutting
into
your
margins.
 
 So
when
you’re
looking
at
having
a
marketing
budget,
you
got
that
full
$100
and
 maybe
it
cost
you
$5
to
buy
that
value‐added
incentive
or
to
create
it,
but
you
still
got
 $95.
If
you
would
have
sold
that
product
for
$50,
you’d
be
strapped
because
many
 businesses
don’t
make
that
in
profit,
so
now
you’re
cutting
half
of
your
margin
out
 right
up
front.
 
 Erin:
 One
of
the
retailers
I
see
that
does
a
good
job
of
this
around
the
holidays,
are
the
chain
 restaurants.
What
they
do
is
say
come
in
and
buy
three
$25
gift
cards
and
get
a
fourth
 $10
gift
card
free.
So
they
give
you
something
for
you
when
they
know
you’re
buying
 something
for
your
clients
and
again,
that’s
not
discounting
they’re
adding
value,
 because
they
know
they
have
attrition
on
those
gift
cards
and
that
not
all
will
be
 redeemed.
 
 There’s
another
retailer
that
does
a
good
job
of
this
and
that’s
Clinique.
I
know
Sarah
 and
I,
purchase
a
lot
of
our
makeup
from
Clinique
and
they
do
such
a
great
job
of
this,
 where
they
work
with
their
distributors
like
Famous
Bar,
Macy’s,
Dillard’s
or
whoever
 is
selling
their
makeup
and
a
couple
times
a
year
they
have
bonus
time.
They
let
you
 know
that
it’s
coming
and
let
you
put
products
on
hold
if
you
want
to
wait
for
the
 bonus.
 
 What
they
do
is,
for
a
minimum
purchase,
typically
between
$35
and
$40
you
get
an
 additional
bonus
which
is
usually
a
makeup
kit
with
a
bunch
of
samples
in
it
so
you’ll
 try
some
new
products.

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 Copyright,
The
Joy
of
Marketing.
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Rights
Reserved.



 In
addition
to
just
getting
your
blush
and
eye
shadow
that
you
came
in,
to
purchase,
if
 you
spend
over
a
certain
amount
then
you
get
this
bonus
kit.
They
know
this
increases
 their
average
sale
during
the
time
they
run
the
bonus
days
and
they
know
a
lot
of
 people
will
come
in
and
buy
at
that
time
that
maybe
typically,
wouldn’t
buy,
they
 increase
the
amount
of
the
order
for
what
they
were
going
to
purchase
because
they
 really
want
the
bonus.
 
 Sarah:
 You
know
what
I
love
about
Clinique
too
is
that
we
all
get
busy
and
forget
to
go
in
and
 refresh
our
makeup,
so
it’s
people
like
us
who
aren’t
price
sensitive,
we’re
busy
and
 forget.
They
say
mascara
is
three
months,
but
who
replaces
their
mascara
exactly
 every
three
months,
unless
it
runs
out?

 
 Sometimes
it’s
longer,
but
if
they
have
these
bonus
days
then
we
go
in
and
we’re
like
 oh,
we
need
makeup,
soap
and
many
other
things,
which
is
funny
because
I
don’t
even
 know
what
that
minimum
investment
is,
because
I
always
go
way
over
it.
It’s
just
that
 reminder
to
come
in,
that
little
incentive.
 
 Erin:
 And
I’m
a
little
different,
in
that
I
don’t
buy
all
my
makeup
at
one
time.
When
I
run
out
 of
my
lipstick
I
go
buy
more
lipstick
or
when
I
run
out
of
my
brow
pencil
I
go
buy
 more
brow
pencil,
so
typically,
when
I’m
going
in
I’m
just
buying
one
item.
So
during
 the
time
when
they’re
having
the
bonuses
they
totally
up‐sell
me
because
I’m
buying
 an
item
that’s
$15,
$18
or
$20
and
I
see
if
I
just
go
ahead
and
stock
up
on
one
more
 thing
that
I
may
run
out
of
in
a
few
months,
then
I
can
get
the
bonus.
It
totally
works.
 
 Sarah:
 Awesome!

 
 Erin:
 
 2. Create
a
product
or
experience
that
renders
price‐less
of
an
objection.
 
 It
makes
it
not
even
a
concern
for
people,
and
I
think
my
best
example
of
this
that
I
 have
is
the
car
dealership
I
go
to.
I
hate
getting
my
car
fixed,
I
absolutely
hate
it.
Even
 if
it’s
just
something
routine
I
can’t
stand
it
and
feel
like
it’s
such
a
waste
of
my
day
to
 go
sit
and
wait
in
a
dirty
car
dealership
for
my
car
to
be
fixed.
 
 Well,
one
of
the
things
that
my
car
dealership
has
done
is
they’ve
taken
this
and
 turned
it
into
a
pleasant
experience
for
me.
And,
while
it
may
cost
more
for
me
to
get
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Joy
of
Marketing.
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4



 my
brakes
fixed
or
my
oil
changed,
I’m
willing
to
pay
for
it
because
of
the
experience
 they
create.
So
when
I
walk
in
there
are
nice
leather
sofa’s,
a
huge
flat
screen
TV
and
 there’s
a
help‐yourself
soda
fountain
with
snacks
laid
out.

 
 There
are
top
of
the
line
iPads
and
iMax
sitting
there
for
me
to
use,
so
I
can
play
on
the
 Internet
if
I
don’t
want
to
watch
TV
so
I
don’t
feel
it’s
such
a
waste
of
my
time
sitting
 there
reading
three
month
old
magazines,
drumming
my
fingers
wondering
when
I’m
 going
to
get
out
of
there.

 
 That’s
just
for
a
minimal
hour
or
two
hour
long
service.
If
I
need
a
longer
service
then
 I
can
get
a
loaner
car
and
that’s
the
great
thing
about
this
place
is,
I
know
I’m
paying
a
 little
more
but
the
experience
is
so
much
better
and
for
me,
that’s
very
important
 because
I
hate
wasting
time
feeling
like
I’m
sitting
someplace
killing
time.
So
they’ve
 done
a
great
job
of
creating
more
of
an
experience
for
me,
so
I’m
willing
to
pay
a
little
 more
and
their
costs
are
minimal
on
that.
 
 Another
place
I
see
doing
a
good
job
of
this
is
the
place
where
my
husband
goes
for
a
 haircut.
He
walks
in
the
door
and
they
give
him
a
beer
and
a
hot
towel,
so
he’s
totally
 pampered
when
he
goes
in
to
get
a
haircut.
Sure
he
could
go
down
the
road
and
get
 the
$12
haircut,
but
instead
he
goes
and
pays
$30
to
$35
because
he
likes
the
 experience
he
gets
at
this
place.
Is
the
haircut
any
different?
No,
not
really.
But
he
gets
 the
beer
and
gets
to
feel
like
getting
his
hair
cut
isn’t
such
a
chore.
 
 Sarah:
 You
always
hear
people
say,
in
our
industry
there
are
so
many
photographers
or,
 think
of
the
hair
business,
there’s
a
hair
cutting
salon
on
every
single
corner.
So
in
 every
industry
really,
there
is
competition
everywhere
you
look,
and
that’s
okay.

 
 That
in
itself
is
an
amazing
idea,
just
looking
at
creating
an
experience
that
renders
 price‐less
of
an
option.
Excellent!
 
 3. Give
more
of
your
time.
 
 So
you
are
the
expert.
You
are
the
one
that
understands
what
benefits
your
products
 and
services
have
for
the
consumer.
The
more
you
can
help
them
and
share
your
 knowledge,
the
better.

 
 


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Joy
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Marketing.
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Rights
Reserved.


5



 Photographers,
for
example,
if
you
can
go
to
your
client’s
home
and
measure
and
 include
framing–
I’ve
even
heard
of
photographers
who
go
to
their
client’s
house
and
 hang
the
artwork–
how
does
that
separate
you
from
everyone
else?
 
 Of
course,
your
clients
are
going
to
care
at
all
about
price
because
they
can’t
solve
 these
problems
on
their
own.
It
gives
them
the
reassurance
that
when
they
come
to
 you,
you
will
create
artwork
that’s
amazing,
that
fits
the
wall
space,
that
fits
 everything
you’re
doing
and
it
can
help
you
solidify
that
relationship,
keep
loyalty
 with
your
clients
and
not
have
to
panic
worrying
about
price.
 
 Let’s
talk
about
other
different
stores,
whether
you’re
a
retailer
or
even
if
you
sell
 products
and
services
online.
People
want
to
be
able
to
call
and
ask
questions.
They
 want
to
understand
how
to
put
different
products
together.
They
want
to
understand
 the
benefits
of
those
things
to
you.
 
 That’s
the
benefit
we
have
as
small
business
owners,
when
we’re
competing
against
 the
huge
mass
merchandisers,
retailers,
the
Targets
and
Zappos.
We
can
go
to
Zappos
 and
have
something
quickly
sent
to
us,
so
as
small
business
owners
what
can
we
do
to
 compete
with
that?
We
can
give
more
of
our
time
to
educate
and
help
the
clients.
 
 Erin:
 I
have
a
couple
examples
of
businesses
that
I
shop
at
that
I
wish
did
more
of
this.
I
 would
be
willing
to
pay
more
if
they
would.
I’m
accessories
challenged.
I’m
not
good
 at
putting
together
an
outfit.
I
do
okay,
but
in
terms
of
putting
the
jewelry
with
it
or
 really
adorning
it
and
taking
it
to
the
next
level
I’m
not
good
at
it.
 
 So,
I
went
into
a
local
retailer,
more
of
an
upscale
place
to
purchase
some
clothing
and
 it
was
a
cool
place.
I
liked
a
lot
of
what
they
offered.
I
purchased
one
dress
in
 particular
and
I
was
like,
you
know,
do
you
have
a
black
belt?
I
would
really
like
a
 black
belt
to
go
with
this
particular
dress
and
the
store
owner
said
all
the
belts
we
 have
are
over
there.
 
 Sarah:
 I
hate
that.
 
 Erin:
 Instead
of
saying,
you
know
what,
here’s
something
I
think
would
look
really
good
 with
that.
Even
if
I
hate
it
and
even
if
I
don’t
want
to
purchase
that
additional
 accessory
in
the
store,
to
offer
to
help
me
accessorize
that
particular
piece
of
clothing
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6



 that
I’ve
already
or
am
in
the
process
of
purchasing
it
doesn’t
have
to
be
pushy
and
it
 doesn’t
have
to
be,
it
certainly
just
needs
to
be
consultative.
 
 It’s
just
like
hey,
I
saw
a
girl
come
in
here
with
this
dress
the
other
day
and
she
paired
 this
and
this
and
I
never
would
have
thought
of
it,
but
it
looked
really
cute
so
you
may
 want
to
try
that
sometime.
Again,
just
see
how
open
your
clients
are
to
that
little
bit
of
 extra
help.
 
 Another
example
is
that
Sarah
and
I,
when
we’re
on
the
road
like
to
go
a
few
times
a
 year
to
a
spa.
We
get
a
facial,
for
example,
and
we’re
so
busy
all
the
time
that
we
don’t
 always
keep
up
on
the
products
and
we
don’t
read
a
lot
about
what
we
should
be
 doing
with
our
skin
when
we’re
traveling
to
keep
it
hydrated,
this
and
that
in
this
type
 of
weather,
etc.
So
we
love
it
when
our
esthetician
takes
extra
time
outside
our
 appointment
to
talk
to
us
about
our
skin,
what
they
noticed
and
maybe
some
products
 that
would
help
us.

 
 Much
of
the
time
I
think
we’re
so
focused
on
that
sale
and
getting
the
sale
that
we
 don’t
look
at
opportunities
to
give
more
of
our
expertise
to
our
clients.
When
we
do
 that,
not
only
are
they
willing
to
purchase
more
from
us
in
the
future
and
maybe
even
 right
now,
but
they’re
willing
to
pay
more
for
us,
and
for
that
particular
service
 because
they
see
what
a
value
we
have
by
giving
them
our
expertise.
 
 Sarah:
 That
builds
trust
and
positions
us
as
experts,
which
is
what
we
need
to
do.
Let’s
recap
 these
three
ideas.
 
 • Use
value
added
incentives
instead
of
discounting.
 • Create
a
product
or
experience
that
renders
price
less
of
an
option.
 • Give
more
of
your
time
and
position
yourself
as
an
expert.
 
 Erin:
 So,
if
you
want
more
marketing
ideas
for
your
business
you
can
check
us
out
at
 TheJoyOfMarketing.com.
If
you
go
to
the
site
we
have
so
many
free
resources
there,
 including
a
free
eBook
called
The
Boutique
Experience,
where
we
explain
more
of
our
 philosophy
on
how
small
business
owners
can
charge
more
for
their
products
and
 services
without
discounting.
You
can
get
this
right
from
the
site
at
 TheJoyOfMarketing.com/free.
 


www.TheJoyofMarketing.com
 Copyright,
The
Joy
of
Marketing.
All
Rights
Reserved.


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can
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 days
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don’t
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you
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episode
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 Thanks
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today
for
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Small
Business
Ideas
Podcast
by
The
Joy
of
 Marketing,
and
we
hope
you’ll
join
us
again.
 
 Sarah:
 Bye
everyone.
 
 
 
 
 

 

 
 
 
 


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 Copyright,
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of
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Reserved.


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