Guest Author: Defining Your Business Model

If you have enough clients to keep you busy, you must be making a good living, right? Well, not necessarily. Some of the busiest professionals around aren't earning enough to pay their bills. On the other hand, there are some consultants, coaches and other service providers who have plenty of time on their hands but also earn quite a bit of money.

The difference between the income levels of these two groups isn't just because one group is better at marketing than the other. The difference is in their business models.

Simply put, your business model is the answer to the question "How do you intend to make money?" It's your plan for how you will generate sufficient revenue to meet your expenses and earn a profit. Unfortunately, many independent professionals don't actually have a profit-making plan. And some of those who think they have one are relying a bit more on magic than they are on statistics.

For example, when you first hang out your professional shingle, charging $100 per hour may seem like quite a lot. After all, if you earned as much as $100,000 per year at your last job working a 40-hour week, you were still only making $48 per hour. So perhaps you think that doubling your former hourly rate should be more than adequate to keep your net earnings at their former level.

Let's do some quick math. If your business model is based on working intensively for one major client for weeks or months at a time, such as many corporate consultants do, an hourly rate of $100 could indeed generate $100,000 per year. All you would have to do is keep busy approximately half of the time. $100 per hour times 20 billable hours per week times 50 weeks per year equals $100,000. (Editor's Note: This might work if you did inventories for property management firms, apartment complexes, or on retainer for estate attorneys/planners or financial planners -- as opposed to working with individual clients.)

But what if your business model is based on working only two to four hours per month for each client, like many coaches, therapists, or healing professionals? Now if you want to earn $100,000 per year, in order to bill those same 20 hours per week, you'll need 20 clients at once if you see them for an hour per week and 40 or more if you see them for less time or meet less often. (Editor's note: You'll need 2-5 new clients per week to make $75,000 to $90,000 a year as a home inventory service professional.)

In the first example above, you only need a handful of clients each year and have large blocks of time left over to market yourself. That's a sensible and realistic business model. In the second example, you need a constant stream of new clients coming in and the time you have available for marketing is likely to be broken into small chunks between appointments. That sort of model is more likely to lead to stress and struggle than it is to success.

The first place you might look in order to fix model number two is raising your hourly rate. You could charge $150 per hour, $200 per hour, or more, if your target market will pay it. But rates like these may be out of reach for many potential clients, and difficult for you to justify.

But rate increases aren't the only way to fix a broken business model. Both of the models we've been examining are fee-for-service models, based on an hourly rate. Instead, you could choose a different type of model altogether. Here are some examples:

Fee for Service Models
Day Rate - Instead of charging by the hour, you can charge by the day or half-day. This imposes a minimum on your clients, avoiding short appointments that fragment your work schedule. Examples: An on-site massage therapist calling on corporate clients; a professional organizer serving home-based businesses. (Editor's note: This would work for property management firms or a senior assisted living center that is paying you to inventory their resident's rooms.)

Project Fee - Charging a flat fee for each project allows you to bill for time you spend planning, researching, or just thinking about your client's issues. Clients often prefer flat fees because they can budget their funds more accurately. Examples: A graphic designer creating a logo; a communications consultant writing a company newsletter. (Editor's note: Most home inventory service professionals charge by the project.)

Monthly Retainer - When you ask clients to pay by the month in advance, you can charge for your availability, not just service delivered. Your retainer can guarantee you a fixed number of hours. If the client uses less, you still get paid. If they use more, you can charge extra. Examples: A career coach offering as-needed calls and e-mails in between sessions; a virtual assistant providing on-call customer service for a small business. (Editor's note: Again, a good idea for working with a property management company, or an extended-stay apartment complex to conduct a monthly inventory of all their rooms to identify damage or theft.)

Product-Based Models

Flat Fee - A wide variety of items can be sold for a flat fee to increase revenue to your business. "Products" can also include services delivered in a defined package. Your buyers may be either existing clients, or others who can't afford to hire you individually. Examples: A conflict resolution consultant offering public seminars; an executive coach providing personality assessments; an image consultant selling a wardrobe design kit. (Editor's note: You can sell an "Electronics Only" inventory option, or a do-it-yourself kit that includes up to one-hour of consultation.)

Subscription - Providing products or services by subscription can provide a steady source of income and reduce marketing time. A sale made only once can continue to provide revenue. Examples: A sales trainer selling an educational CD series by monthly subscription; a life coach hosting a membership-based online community. (Editor's note: You could offer an inventory and annual update for a monthly fee, say $24.95/month.)

Bait and Hook - Also called the "razor and blades" model, Examples: A time management consultant offering a training program including day planners that must be re-ordered; a web designer providing proprietary modules under a license that must be renewed annually.

Any one of these models can be used to build an entire business, or you can combine different models together. For example, a consultant could charge a flat fee for assessments, then a day rate to deliver services. A coach could charge a subscription fee for group clients and a monthly retainer for clients worked with individually.

If your business isn't earning as much as you would like, look beyond your marketing or the rate you're charging. The real solution may be to choose a new business model.

--C.J. Hayden is the author of Get Clients Now!™ Thousands of business owners and independent professionals have used her simple sales and marketing system to double or triple their income. Get a free copy of "Five Secrets to Finding All the Clients You'll Ever Need" at www.getclientsnow.com.

Co-opetition

I don't have any competitors. You probably don't either.

That's not to say there aren't other home inventory service professionals in your area -- to the contrary, there might be 1 or 2, or even a dozen or more in your state -- but don't consider them your competitors. Consider them your "co-opetitors."

I can't claim credit for coining the phrase -- I picked it up at a careers industry conference a half-dozen years ago. But as I wrote in an earlier post about trying to growing awareness of the Home Inventory Service (HIS) industry, co-opetition is a good thing.

Co-opetition is also useful for when you get busy (to refer overflow work -- ask for a referral fee -- 10% to 15% is standard) and for increasing the profile of home inventory service business as an industry. Here in Omaha (with a population of 700,000 in a 30-mile radius, there's plenty of work to keep us all busy!) by mentioning the importance of choosing a home inventory service professional when seeking publicity.

I've said it before -- our biggest challenge is lack of recognition -- if people don't know that our services exist, they won't seek us out. The more professionals there are, the bigger voice we will have.

Believe me, it will benefit us all.

Teaching Home Inventory Workshops

Providing Home Inventory Services is a one-to-one business. One home inventory service business caters to the needs of one client at a time. But you can market your services — and even make money — if you are able to serve the needs of multiple individuals at once, such as with a seminar or workshop.

Workshops and seminars are excellent marketing tools. They provide a highly effective way to position yourself or your business in the marketplace. They are a promotional vehicle that can increase the awareness of the type of services you offer.

A seminar or workshop demonstrates your expertise on the subject matter, establishes you as a credible spokesperson in your field, and provides you with name recognition.

There are two basic types of seminars — a self-promotion seminar and one hosted by someone else. If you are just starting out, you might be better off serving as a speaker for a seminar hosted by someone else. These are seminars and workshops presented by associations, community groups, and clubs.

How can you find out what events are out there? Start by checking the events listing in the newspaper. When you see a group listed, call the phone number listed for reservations and ask for the program chairperson. Tell that person you are interested in presenting a program that will benefit the organization’s members. Offer to send more information, if asked. This is the perfect type of partnering with a collector's group, for example.

• Contact the Chamber of Commerce or check the directory, if you are a member. The Chamber maintains a list of local organizations and associations, including Rotary, Kiwanis, Lions, etc. The Chamber also books speakers for its own meetings (although it rarely uses speakers outside of its membership).

• Check with your local library or bookstore. They often present community programs, and you don’t need to be an author to participate. You may wish to consider preparing a list of books that relate to your topic matter.

• Contact your local college, university or adult education facility. Many of these offer special seminars for continuing education for adults. While some of these are volunteer opportunities (still great for introducing you to prospective clients), other teaching positions that pay a small amount.

If you are looking for extra money, don’t look to speaking engagements for associations or groups as a source of revenue. However, as a general rule, nonprofits and service club don’t pay speakers.

Even if there is no fee, speaking opportunities allow you to:
• Build a reputation
• Attract media attention
• Get referrals
• Collect endorsements.
• Acquire a database (ask for a list of members or ask members to give contact information on a sign-up sheet in exchange for a free booklet or special report to be mailed to them)

If you decide to host your own seminars and workshops, you assume more of the risk — with the possibility of financial reward.

The advantage is that you’re in complete control of arranging everything, including the location, food, setup and time frame. Of course, you take all the blame if you don’t get the turnout you wanted. If the seminar makes money, you get to keep it; if you don’t make money, you’re on the hook for all the expenses.

How can you assure that your workshop will be well received?
• Provide lots of information to participants
• Teach skills
• Solve problems
• Provide answers
• Add value to their lives
• Offer benefits that improve the attendee’s current status.

If you’re thinking that workshops and seminars would be a great way to promote yourself and/or make some extra money, you may have another question: Where can you get topic ideas?
• Watch news broadcasts and read the newspaper to see what is currently in the public eye
• Attend meetings in your own or related fields and keep an ear out for topic ideas
• Study the calendar section of the daily paper for issues already being presented
• Browse the bookstores. Study current and best-seller non-fiction titles (especially self-help!)
• Check out educational course offerings for nonacademic classes
• Ask your librarian about the most frequently requested nonfiction topics for research
• Look through magazines

If you live in a hurricane-prone area, you might team up with a local home improvement store to offer "Hurricane Readiness" workshops, where participants learn how to get their home ready for hurricane season, including a presentation by you on conducting a home inventory. (Just like when you write articles on conducting a home inventory, don't be afraid to give away information. Give lots of tips on how to do it, making sure to go into great detail about the depth of information required in documenting the inventory. The more complex it seems, the more likely the homeowner will hire you to do it for them.)

You can also contact local professional home organizers and see if they do workshops; offer to co-sponsor a workshop if you can have the opportunity to make a short presentation too.

If you are sponsoring your own workshop, how can you attract participants?
• Send a mailing to your current database (especially referral sources, media, and prospects)
• Publicity! Send date, place, details, and topic information to the calendar section of the local newspapers, plus television and radio outlets. Send this information at least three to four weeks in advance of your event.
• Use posters, flyers, postcards and other visible mediums to get the message across.
• Depending on your marketing budget, invest in a small display or classified ad in a local paper.
• Distribute brochures on the workshop to related but non-competing businesses.

No matter which format you choose, be sure to list your contact information on any handouts you distribute so participants can contact you to utilize your services later on. And be sure to have brochures available at the back of the room for participants to pick up.

Effective Networking

Some people are just downright overbearing in their efforts to network. They confuse “schmoozing” with true networking, which is a collaboration between two or more people, designed to benefit both individuals.

Opportunities to network are everywhere. Joining the local Chamber of Commerce gives you the opportunity to meet individuals who may be in the position to refer others to you, and to whom you may also make referrals. (This last part is the key -- remember, it's not all about you, even if you are desperate to build your home inventory service business.)

Understanding that knowing each other will benefit you both, you can network successfully, with effective results – more business for your business and theirs.

The first step is identifying the type of individual who would best be part of your network. For a home inventory business owner, that might be insurance agents, cleaning service business owners, owners of disaster service recovery businesses (i.e., national franchise Paul Davis Restorations), real estate agents, new home builders, estate attorneys, financial planners, and more...

All of these individuals have contact with the types of clients who might need your services. In addition, your clients might also need their services. This gives you the perfect opportunity to create a natural referral network.

Meeting these individuals is the next step. You can take advantage of the networking opportunities of the Chamber of Commerce or you can simply call and introduce yourself to someone who meets the definition of the type of person you’d like to have in your network, and ask them out to lunch – in order to find out more about what they do and how you can help them get more business. Rarely will someone turn down the opportunity to find out how they can get more business for their business.

Be sure to emphasize how you want to help the other person, not how you want the other person to help you. At lunch, ask him or her, “How can I know if someone I am talking to is a good prospect for your services?”

Learn how to identify prospective clients to refer. The favor will surely be returned, although that is not the reason you want this information. If you are able to help someone else to get more business, they will be grateful forever.

If you meet a prospective networking partner at an event, after you introduce yourself, invest 99.9 percent of your time asking that person questions about him or herself and about his or her business. People like to talk about themselves, and knowing more about that person can help you develop a stronger connection — which is what networking is really all about.

Stay At The Top of the Mind

Networking does not always have to be done in person. As you look through the newspaper each day or week or as you read magazines each month, look to see what bits and pieces of news or information affects those in your network. If it has to do with them, their profession, or their personal interests or hobbies, clip it out and send it along with a short note.

Keeping your name in front of others is essential in networking. Send your networking prospects a notepad every month or so to keep you on their mind. If you publish a newsletter, arrange with the individual to display your newsletter in his or her offices (and offer to do the same for him or her).

Create personalized thank you notes. Send them every chance you get. Thank the person for allowing you to get together for lunch. Let them know how much you learned, and that you’ll be on the lookout for prospects who may be in need of their services.

Also send thank you notes to new clients and to referral sources. Thank you notes to clients can be one way to build your network. Each client has a “sphere of influence” – people that they know who might need your services. Their sphere might include other service professionals of the type identified as potential members of your network.

Work Together
Also consider a joint project with your networking partners. For example, you might team up with an insurance agent and disaster service recovery firm and create a booklet, “Putting Your Life Back Together After A House Fire” in which all members of the network contribute short articles and resource guides to help the individual/family understand the process after a house fire. (What to expect, what to do, how to prepare before a fire -- that's where you come in!).

Each person’s contact information appears in the booklet, and each member of the network distributes the booklet to individuals who may be in need of it.

You could also send a news release on your booklet topic to the media and receive additional exposure in that way.

Joint promotions are also a good way to use your network.

Collect the corporate brochures of your networking partners to distribute to your clients who may be in need of their services. The corporate brochure contains a great deal of information that is useful for you, also. You can find out about the experience, education and training of your networking partner, plus contact information (phone, fax, website and e-mail information), the range of services that the individual provides, and more.

Knowing this type of information will help you keep an eye out for articles in magazines and newspapers for your networking partners. Keeping in touch is the best way to effectively use your network. Remember, “out of sight is out of mind.”

The most effective networkers are those who try to help others. The benefits of these relationships will naturally come back to you, so focus on helping others build their businesses. If you do this, your networking will pay off in terms of more referrals and more business!

• Add them to your mailing list for your newsletter
• Send them note on special accomplishments — birthdays, anniversaries, weddings, business goals met.
• Jot and mail thank you notes to your network for any referrals they send your way.
• Clip and mail articles from magazines and newspapers, along with a short note – “thought you’d be interested in this…”

Using Joint Promotions to Build Your HIS Business

Building on the "Who's In Your Network" idea, identify people or businesses who you can work with to build your home inventory service business.

"Working Together, We Can Do Better." You often hear this saying in campaign season – implying that by sharing resources and information, everyone can profit. Working together is also the fundamental principle behind cross-promotions and joint promotions.

Both types of promotions are developed with related but non-competing businesses. Both participating businesses “win” through increased sales and lower distribution costs.

Joint promotions are things both businesses do together to reach prospects – sharing the cost of a direct mailer to prospective customers or each other’s mailing lists, a coupon booklet of savings featuring both businesses, or a joint newsletter.

Cross promotions are things you do to reach each other’s prospects – swapping mailing lists, developing a coupon for your services to give to your promotional partner’s customers, or a bag-stuffer insert for retail partners.

One way to identify perfect prospects is to develop a partnership with a related but non-competing business (an RNB). An RNB already has clients that may need your services. There are varying levels of partnership, from “piggybacking” your offer on a mailing from your RNB to swapping mailing lists for one time or multiple use.

Think about the mailing list that you have (hopefully already) compiled. You’ve done business with a specific, identifiable group of customers. Once these individuals have been identified, you can use them to help you reach other identifiable customer groups, by developing a partnership with other businesses. You make an agreement to reach their existing customers, and they make an agreement to reach your existing customers.

Some possible promotional partners for a home inventory service business include: insurance agents, cleaning services, home security companies, and lawn service businesses.

Once you’ve identified these possible promotional partners, determine if any of them appear on your current client or referral list. If you currently have a referral relationship with an insurance agent, for example, it will be easier to approach him or her to develop a joint promotion than it would be to approach a complete stranger as a possible promotional partner.

What do you say to a possible promotional partner to get them to participate in a joint promotion with you?

First of all, it helps to understand exactly what a joint promotion is: It’s any type of offer that allows two businesses to reach each other’s prospects. It can be a coupon, a direct mailing, a seminar hosted by both businesses, or swapping mailing lists for one-time use.

Next, remember that you are giving instant credibility to your potential promotional partner’s business, so make sure you are dealing with a reputable individual or company before you approach that other person. You don’t want your customers to think negatively of you when they receive bad service from someone with which you’ve developed a joint promotion.

After you’ve identified a possible promotional partner, ask to meet with him or her for just a few minutes. Show a real sample of the certificate or coupon you’d like to distribute. If you’d like to develop a newsletter (see below), create a sample.

Always frame the joint promotion in “you” benefits – your promotional partner will benefit by reaching your customers (possible prospects for his or her business), inexpensively and with the instant credibility of a referral.

A joint promotion:

• Is inexpensive. When you work together to reach each other’s customers, it’s a lot less expensive than renting mailing lists or doing direct mail or television or radio advertising. Plus, you have the added advantage of knowing that the prospects you are reaching actually need your service.
• Makes it easy to track results. How many times have you spent money on an advertisement and not been able to know if it was effective or not? You can determine the exact amount of revenue your joint promotion created. When customers redeem their savings certificates, write the dollar amount of the transaction on the back of the certificate. Then, at the end of the month, or whenever your joint promotion is completed, add up the amount of the transactions and you can calculate the response you received.
• Introduces you to new ways of promoting your business. Tired of relying on brochures and personal contacts? Let others help you reach potential customers – everyone benefits!
  

What kind of offers can you develop if you have more than one promotional partner? Consider a booklet of savings, with each participating vendor offering a $10 to $15 savings. With five participating businesses, you can offer customers a $50 savings booklet when he or she uses any one of the businesses. By printing up the booklet all at once, you’ll save on printing costs, and with all of you distributing them, you’ll get five times the return!

Consider developing a newsletter jointly with each promotional partner contributing one article and one “coupon offer” per issue. You can produce the newsletter monthly, bimonthly, or quarterly, and all participating businesses can distribute free copies to their clients, by mail, by dropping them off at customers' homes, or by placing them on a counter or in a display stand.

While some potential partners may not be interested in participating (usually because they don’t realize how joint promotions work), remember that there are other small business owners out there, like you, who are looking for ways to reach prospective customers easily and inexpensively, Just keep looking until you meet up with these people!

Who's In Your Network?

Wondering how to get your first dozen clients or so under your belt? Here's a list of potential prospects. Offer them a 50% discount for being one of the first 10 inventories you complete as part of your new business launch! But they must also agree to serve as testimonials and referrals for you if they are satisfied with your services (and they should be!) Then you'll be able to feature them on your website and in your marketing materials. (Be sure to get a signed release form giving permission to feature them in your advertising, without revealing details about their specific inventory -- and be sure to take pictures of them -- and you -- while the inventory is in progress. You might bring along a friend or family member to take these "extra" posed photos of you "in action" with clients.)

You can make up little business-card sized "Grand Opening Certificates" which offer the discount, either to a specific number of people or with a time limitation (valid on inventories scheduled by Aug. 31, 2007; subject to availability). Staple those to your brochures and include them in the letters you send to your network (see below).

Who's In Your Network?
* Friends
* Relatives
* Parents of children's friends
* Parents of your friends
* Relatives of your friends
* Club members (country club, swim club, town club, collecting club, sports club)
* Common interest associations/affiliations
* Military service people
* Your holiday card list / personal address list (send a letter, brochure, and business card to each and every one of them announcing your new venture)
* Sorority/fraternity
* Cousins
* Neighbors, block-party attendees
* Sports team members

Professional / Third-Party Contacts
* Real Estate Brokers
* Financial Advisors (especially for estates)
* Attorneys (especially real estate attorneys)
* Bankers (again, look for ones who work with estates)
* Insurance Agents

Business Contacts
* Current and previous associates and managers
* Consultants
* Vendors, Suppliers, Salespeople
* Professional associations
* Seminar, conference, and workshop attendees
* Business owners (a wholly separate market to target)
* Insurance and financial industry associations (NAIFA, IIA, SFSP, FPA -- all of these have local chapters and usually newsletters that you can advertise in -- good for "name recognition" before you send your letter and make the follow-up call -- remember, it takes 9 impressions before you become memorable!)

Educational Contacts:
* Elementary, middle, and high schools friends and teachers
* College friends, alumni associations (they will often put in a notice about your new business in their "Alumni Update" newsletter -- great if you're still "local")
* Professors, coaches, advisors
* Adults education teachers and/or classmates

Community Contacts:
* Civic and political leaders
* Clergy/congregation (You should DEFINITELY put an ad in your church bulletin if you're active in the church)
* Volunteer affiliations, PTA
* Health club members
* Local organizations; boards, scouts

Most of these (in contrast to insurance agents) will be "warm" referrals already -- that is, you can reference a personal association in your correspondence or conversations. They should "know" you or be at least 2 degrees of separation from you (in the whole 6 degrees of separation world). That is, if they don't know *YOU*, they know someone who DOES know you.

The idea of reaching out to collector's clubs is a wholly separate one -- find them (check your local library for the Gale "Encyclopedia of Associations" and see which ones meet locally -- or find some of this information online) and offer to speak to their group about home inventories. These are individuals who have a LOT of money invested in their items. They might (or might not) have catalogued their collections, but they also need home inventories, because a lot of them have custom display cases and specially designed rooms that would probably not be valued appropriately if they had a claim. You could also offer a special, time-limited savings offer for inventories booked within 30 days of your talk, and you could write an article for their newsletter (trade out for an ad in a couple of issues), if they have one.

Also, while you're cultivating referrals, consider contacting the manager of any local extended-stay apartment complexes (these often offer fully-furnished units). Offer a "group rate" to inventory all of them.

Does your town/city have a "small business suite" complex? Approach the manager and ask if you can bring in breakfast (preferred, it's cheaper -- donuts and bagels and juice) or lunch one day in exchange for being able to hang out in the common area and pass out your business cards and information to the business owners who rent space there. (Do it on your lunch break, or take the day off work to focus on business development.) We have units like this in Omaha ranging from 10 small suites up to buildings with 40-50 offices. If you charged $100 per room (most of these are small offices with rooms that are 8x10), you could easily make $1000 or more from one contact -- well worth the $30 in food and paper plates! Bring your schedule along to book direct appointments, but also *collect* business cards from people you meet, and add them to your mailing list. If the common area is slow, walk around and see which doors are open and just take a minute to introduce yourself and drop off a brochure. (In the first years of my business, we leased space at two of these kinds of buildings, and would have people come around a couple of times a month.)

Check and see if there are any "business inventory" specialists in your town -- you know, the kind that count widgets and stuff. Contact them and exchange information -- you're likely to get some calls for *that* type of inventory service, and you'd appreciate *their* referrals for home inventory services or small businesses looking for "non-sale" inventories.

Finally, I'd second the thought that there are business networking meetings that meet at ALL hours of the day. And if there's not, YOU should start one! (Contact Business Networking International for details). I used to belong to one that met for one hour at 7 a.m. every Friday morning. I did it for about a year, and then I remembered that I'm *not* a morning person! Fortunately, by then, many of my other marketing efforts had kicked in.

("Who's In Your Network" handout compiled by Linsey Levine, MS)

Naming Your Home Inventory Service (HIS) Business

Like looking at your newborn for the first time, you want to make sure that the name you select for your business is a good one. This might actually be the hardest part of starting your Home Inventory Service (HIS) business, so here's some help.

There are some key considerations, of course -- like NOT choosing a name someone else already has, and not choosing a name too close to another business name (because the website you want will likely NOT be available). In fact, I hate to say it, but website name availability should probably be the most important part of your decision. Why? Well, see my other posts about the role your website plays in gaining visibility (and credibility) for your business. It is possible to overcome a good website name, but you'll spend more time and money making that happen than if you plan ahead and pick a really good business name with a really good domain name to match.

What you're ideally looking for is either a) a good "benefit" oriented name ("Accurate Home Inventory Services," or "Complete Home Inventory Services of [City]" or "Absolute Inventory Services") or b) A completely unrelated word that you will then "associate" with "Home Inventory Service" ("Apple Home Inventory Service" or "Dayspring Home Inventory Service") or c) a geographically-oriented name -- presuming you never want to franchise your business -- ("Nebraska Home Inventory Service" or "Tri-City Home Inventory Service" or "River City Home Inventory Service.")

Or, there's the "bandwagon" name -- in my case, that would be "Husker Home Inventory Service" because in Nebraska, there are literally *hundreds* of businesses with "Husker" in them (because of the University of Nebraska football team, the "Cornhuskers"). But I'm pretty sure most, if not all, of them are supposed to be paying royalties.

My best recommendation is [A], a descriptive name. A check of the thesaurus, and a couple of handy books I have called "Words That Sell" (and its companion "MORE Words That Sell" reveals some ideas:
Authentic, Peaceful, Serene, Complete, Comprehensive, Ultimate, Accessible, Distinguished, Acclaimed, Qualified, Ace, Professional, Awesome, Indispensable, Essential, Contemporary, Careful, Trusted, Ease, Shield, Shelter, Defense, Protect, Prevent, Rest Easy, Dependable, Content/Contents, Care/Caring, Compassion, Comfort, Contentment, Aspire, Acquire, Certainty, Documentation, Abiding (lasting), Abode (residence), All, Absolute (perfect), Abundance (plenty), Abundant (plentiful), Acclaim (praise), Accord (mutual understanding), Account (calculate), Accrue (add up), Actuate (put into motion), Acuity (sharpness), Acute (perceptive), Adduce (prove, show), Adroit (skilled), Advance, Advisory (report), Aerie (home), Third-Party Inventory Services, Accurate Home Inventory Services, Asset Inventory Consultants... the list goes on and on.

Normally, you'd also want to pick a name at the beginning of the alphabet, because that will show up early in online, alphabetized search results (say, in an online directory), or at the top of a category in a printed Yellow Pages book.

You decide. Just be sure to make sure the domain is available, and most important, PRACTICE saying your business name -- like you're answering the phone, or introducing yourself to a prospect in line at the grocery store.

Home Inventory Service Business Resources

Here is a (currently) small collection of resources to assist you in your Home Inventory Service business. Print these out and put them in a notebook that you carry with you.

Square Footage Conversion Chart

Finding Serial Numbers on Appliances

Have other resources to add to this list? E-mail me at homeinventoryservicemagazine@gmail.com.

Getting Visitors To Your HIS Web Site

Internet exposure is vital for a Home Inventory Service (HIS) business, but mostly on a local level. It's important to have a website because prospects will want to know more about your company before booking you to come into their home, but it's not as important to have a "national" web presence. Because this is a local service industry, it doesn't matter if your site comes up on a general search of Home Inventory Services.

Instead, it is important that your business pops up when someone searches "Home Inventory Services" and "(Your City or State)." One way to do this is to advertise in the Yellow Pages (or even have a free business listing -- which you get when you order business line service -- not currently available if you use your cell phone for your business line.)

Also submit your website to DMOZ, the free online directory project. This will help get your website some exposure, but links TO and FROM your website will help increase your ranking on any sites you're listed on. (It also helps if lots of people click on your link after they search for it online).

There's lots of other technical information (metatags, internal links, etc.) that are relevant, as well as a whole other category of "paid search" (GoogleAds, etc.) that can be considered, but really, your best bet for generating business from your website is to promote it locally.

• In your brochures and on business cards
• On bumper stickers and car magnets
• In your voicemail message
• On any public relations materials you send out
• In print ads
• In your Chamber of Commerce newsletter
• On your fax cover sheets
• On your invoices and estimate sheets
• On postcards
• In Yellow Pages ads
• On refrigerator magnets
• On doorhangers distributed in targeted neighborhoods

... and on and on...

If you're first in your market, your website doesn't have to be spectacular (see my other blog post on tips for your website), or even comprehensive. Two or three simple, well-written pages may be enough. You can always add more later. Make sure your contact information is on EVERY page -- phone number larger, with e-mail and address smaller (even if it's just a P.O. Box, that gives the propective buyer a sense of security).

Basic Sections:

• Why Inventory (aka your "Home" page)
• About Us (again, why you started the business, what sets you apart, if you're licensed/bonded/insured)
• Services/Pricing (if you've purchased Fred's software, there's information about this in there)
• Contact Us (a separate page with your contact information -- again, phone number LARGE! Can also include an e-mail link or e-mail reply form for basic information-gathering, but remember, you're going to close the sale if they CALL you, not write you.)

If you're a NAHIP member, include the logo on your site. (I recommend making it a "clickable" logo, so if the prospect says, "Hey, what's NAHIP?" and clicks on the logo, it takes you to the NAHIP website.

Even if your primary focus is networking (with insurance agents, etc.), these individuals *will* look at your website. Creating a "brand identity" for your business is important to building credibility, especially for a start-up. Your website should match your business cards and other materials in terms of colors, look, logo, and name.

A Professional Logo Shows You Are a Professional

Your logo is a visual representation of you and your business. It can signify the type of clients you want to attract, from an upscale, highly abstract logo to a more concrete, representative logo. What kind of logo you decide to go with will depend on your target audience, your geographic service area, and -- of course -- your personal taste. The logo is a graphical representation of you to your clients. For example, your logo should be so unique that when your client sees the logo apart from your business name, he or she should still recognize the design as being your logo. What if your Home Inventory Service is part of another business? You should *still* have a separate logo for the HIS business. It can be *similar* to your other business to help tie it in visually. Logos are designed to be placed on your business cards, letterheads, envelopes, mailing labels, forms, flyers, brochures, and windows and/or doors at your office. You can also have your logo made into window decals, stickers, signs, and press-on tattoos. Once you’ve created a logo that represents you, use it often to help establish your corporate identity.

Examples of interesting/unique logos include:
Captured on Camera
Legacy Home Inventory
Security Home Inventory
Pro Home Inventory
Taking Stock Residential Inventory (my personal favorite logo AND website).

Using News Releases to Generate Visibility

The start of hurricane season is an excellent opportunity for home inventory specialists in the coastal regions to write and distribute a news release reminding homeowners that as they prepare, they should have a home inventory.

Remember, in a news release, the focus is on NEWS & INFORMATION (not SELF-PROMOTION), so the angle of it is "Here's some tips on conducting your own inventory." If you have a relationship with an insurance agent, ask them if you can quote them too about the need for an inventory and having their coverage up to date (they'll like the promotional opportunity to be mentioned too).

Throw in a couple of stats (The Insurance Information Institute has some good ones) plus you can quote the hurricane forecast for this year.

At the end of the release, offer photo or video opportunities to show how an inventory should be conducted. You can also direct them to your website for a free list of tips for compiling their own inventory, or a sample of an inventory. (Be sure to have these on your website if you're going to offer them! *smile*).

Here's the Press Release (as filled in by John Sample, owner of Sample Home Inventory Service). You, of course, would fill in your relevant information, and make up your own quote.

If you'd like a copy of the News Release in Microsoft Word format (ready to insert your information), please e-mail me at NebraskaInventory@yahoo.com. (The Word format also includes the two attachments -- "Relevant Facts" and "Items to Inventory.")

You'll want to customize the City/State and contact information with your own data, of course!! The Word format makes that easy. (I've highlighted all the information you need to change in Red on the Word file.)

===================================================

FOR IMMEDIATE RELEASE

Contact: John Sample, Home Inventory Specialist
Phone Number: 402.555.4663

HURRICANE PREPARATION DOESN'T END WITH BOARDS AND NAILS

As Tampa residents prepare for what is forecasted to be an above-average hurricane season, experts say one thing on the to-do list should be a home inventory.

A home inventory is vital for many reasons. When you make an insurance claim for lost, stolen, or damaged property, you are required to provide a list of affected items, including the quantity, description, and value of each item. You'll also need copies of bills or receipts or other documentation to support your claim. Even if a loss isn't covered by insurance, you'll need proof to substantiate your loss on your tax return.

"Relying on your memory during the stressful time following a catastrophe can be an expensive mistake," says John Sample, a home inventory specialist with Sample Home Inventory Services in Tampa. "Not only are you likely to forget something, but you also need to provide proof of ownership to your insurance company."

"You will only be compensated for your loss based on the proof you provide. Some individuals have been shocked when they received only 30-50% of the value of their insured loss because they could not provide proof," Sample added.

Although hurricanes are one threat, a more realistic danger to residents comes from more mundane causes: burglary, fires, and non-catastrophic storms. Conducting a home inventory can provide peace of mind. It's also probably required by your insurance policy.

Sample provides tips on conducting an inventory:

• Take One Room at a Time. Make a list of each item in the room. Be as detailed as possible. Open drawers, closets, and built-in cabinets. Also record the contents of under-bed storage boxes and "hope" or cedar chests.
• Be Thorough. Don't forget the garage, storage shed, and attic. Often-forgotten items include sports equipment, lawn gear, and barbeque grills. (See the attached list of "Items to Inventory.")
• Record All the Vital Statistics. Include the item description, manufacturer or brand name, color, and model and/or serial number. Be as detailed as possible, recording the quantity of items -- for example, "Borsheim's charm bracelet, with eight sterling silver charms: horse, butterfly, birthday cake, star, angel, flip-flop shoe, baby rattle, and tennis racket." Also include a description of where or how the item was obtained, and the date of purchase or age of the item. Include a receipt or other proof of purchase, showing cost. List the current value and/or replacement cost (if known). Attach a photocopy of any appraisals for items that may have increased in value since purchase (i.e., antiques).
• Photograph or Videotape Your Possessions. Photos or a VHS video or DVD will help show ownership and condition of the item as of the date of the inventory. Take a photo of the daily newspaper or hold up a copy of the paper in the video to substantiate the date.
• Update Your Inventory at Least Once a Year. Already have an inventory? Remember to add in all those new items you've purchased in the last year. And don't forget to remove items you no longer own.
• Keep A Copy of Your Inventory Off-Site. If your home burns down, it won't do you any good to have your inventory in your desk drawer. Mail a copy of your inventory to a trusted friend or relative living elsewhere in the U.S.

"We encourage people to do their own inventories," says Sample. "But many people don't have the time -- and some people like the security that a third-party inventory offers."

Sample offers a free do-it-yourself checklist on their website, www.samplehomeinventory.com, plus an example of a completed home inventory.

The start of hurricane season provides Tampa residents with a good reminder to conduct -- or update -- their home inventory.

"Better to be safe than sorry," says Sample. "We hope you won't need it, but if you do, you'll be glad you did! Nothing can replace your stuff, but getting new stuff faster -- without as much hassle -- is sure worth it!"

* * *

MEDIA NOTE: If you are interested in video or photo opportunities showing how a home inventory is conducted, please contact John Sample at 402.555.4663.


===================================================

A few more notes:

1. Create your own Do-It-Yourself sheet, or link to one of the ones available on the Internet (search "Home Inventory Sheet"). Don't worry that the do-it-yourself option will cannibalize your business. Just reading about how much work an inventory is will make your phone ring!
2. Add an e-mail capture box on your website -- using Constant Contact (Click here to try their Do-It-Yourself Email Marketing for free!) is an easy-to-use and inexpensive option to gather e-mails. Then, you can send a monthly newsletter to everyone on your mailing list. Prospects will turn into paying clients over time, and you'll be able to keep in touch with existing clients too. (Constant Contact also offers great templates -- for seasonal promotions and more!). They might download the free inventory sheet and sign up for your e-mail list. Six out of 10 of them STILL won't do their own inventory, but the monthly reminder from you ... after a few months ... will either get them to call you, or be a constant reminder that they still have this important item on their to-do list!
3. Create a "sample" inventory to post on your site. Include real items but change the serial numbers (and, of course, don't include any real names or addresses in the contact information!) If you haven't had your first client yet, you should conduct 3-4 inventories first anyway (your own home, family and friends). Use one of these.
4. If you get coverage (article in paper, radio mention, TV interview), promote it on your website -- "As seen on [Channel 7]" or link to the articles (or scan the article and put it up as a .JPG or .PDF). Include any articles with future news releases. Publicity begets publicity.

"If it's time to write a news release or lead a publicity campaign but you don't know anything about the topic, I've found the very best site on the Internet to help you. Joan Stewart, The Publicity Hound®, has tips, tricks and valuable educational tools. She's a great resource. Click here to visit her website."

Tips for Photographing Jewelry

Offering jewelry inventorying as an add-on service (photographing individual pieces separately, not the collection as a whole) can be profitable, but it requires special equipment and extra set-up time. Here are some guidelines to help you maximize your efforts.

The keys to good jewelry photography are sharpness, lighting, and exposure.

Good jewelry photography needs sharp, crisp focus. It is worth getting out your camera's manual to find out how to put the camera in "spot focus" mode. The normal focus mode of digital cameras is some sort of average focus mode. That means that the camera will look at a wide area of a scene and base the focus on that area. Since you want to control where the camera is focusing, it's better for jewelry photography to put the camera into spot focus mode, this will allow you to control more precisely what the camera will be focusing on. However, even in spot focus mode many digital cameras can't really "lock-in" on a small shiny object like gemstone jewelry using auto focus. So, unfortunately, for close-up jewelry photography, you need a camera with good manual focus capability.

Another key to a sharp image is a tripod. It is absolutely essential to use a tripod or similar camera support when shooting jewelry. A sturdy tripod is better than a flimsy one, but any tripod is many times better than no tripod. Use a tripod.

Another key to good jewelry photography is the lighting. Normally diffuse (soft) lighting works best for jewelry. You have probably already discovered that an on-camera flash does not lead to good jewelry photos. Not only is the camera's flash too bright at such a close distance, but it is probably in the wrong position to actually light up the jewelry properly. On camera flash will also create harsh and distracting shadows. Rather than flash, use continuous lighting for product photography. Using continuous lights makes it easier to visualize what the final image will be like. The best lighting choice are daylight balanced compact fluorescent bulbs. These bulbs provide nice, natural-colored light and they produce very little heat, so they can be left on for long photo sessions without over heating the photographer. Even fluorescent light bulbs will need to be diffused and for that we use a light tent as the diffuser. A small light tent makes it easy to reduce glare and control shadows for jewelry photography.

In summary:

1) In order to ensure your images are sharp, make sure you know how to focus your camera. Digital cameras with auto focus are often difficult to focus precisely, especially when shooting small objects. Read your owner's manual and be sure you understand how your camera's auto focus operates. Most digital cameras are designed to easily focus on large objects but have difficulty on small subjects.

2) Use a tripod, even the slightest movement when you are taking a picture will cause motion blur. The closer you get to an object the more obvious the motion blur becomes. Even an inexpensive tripod will make a big difference in the sharpness of your images. If you are going to be shooting a lot of images, it makes sense to invest in a good, stable tripod.

3) To get the largest area of your subject in focus put your camera in aperture priority mode and set the aperture to the highest number possible.

4) Use soft lighting. Your camera's built-in flash will rarely give good results for product photography. For soft lighting, use a light tent or soft box.

5) Use imaging software. Even inexpensive software like Photoshop Elements™ can make product photography much easier. It may seem like it's faster to use an image exactly as it was shot. But in reality, it is difficult to shoot an image exactly how you would like it to appear in it's final form. Imaging software allows you to crop an image, resize it, adjust the exposure, and even sharpen the image less than 60 seconds.

Tips excerpted/reprinted from:
Tabletop Studio
Love2Have

Top Five Potential Web Site Problems

From looking at multiple websites from home inventory service providers throughout the U.S. (and Canada!), I've identified a couple of common issues/problems on some of the websites out there. See if your website has any of these issues:

1. Typos and misspellings. Prospects will wonder how accurate your inventory services will be if there are typos on your website. If you've designed the website yourself, it's easy to overlook these errors after you've looked at your own page hundreds of times. Print out the pages and give them to a friend or family member to review. (Preferably someone who has a good command of grammar -- especially the use of commas and possessives!)

2. Too much text on the home page. Your website is (ideally) organized like a good book, with individual chapters (pages) that provide additional information. You'll increase the "stickiness" of your website if you have multiple subpages instead of several LONG pages of text. Also, remember that a picture is worth a thousand words. Instead of talking about what the inventory report will include, show it! Inventory a room in your own house and put up an Adobe Acrobat PDF of the report. Show pictures of yourself in action. (New to the business? Offer deeply-discounted inventory packages for friends and relatives to build up your portfolio and generate testimonials and referrals. On your "testimonial" page, get photo releases and include real-life photos [instead of stock photo images] on your website. This is a situation when you DON'T want your photos to look "too professional.")

3. Lack of navigation. Following the idea of your website being organized like chapters in a book, you need a well-organized "table of contents" to help your reader (prospective customer) find what they're looking for on your site. Generally, your site will have 5-7 major "sections" (but you may have 2-5 "subsections" under each of those, which can be additional pages that link to the major sections to provide additional detail). Main sections most likely include the five "W"s of journalism: Who, What, When, Where, Why -- and How ... especially "how to buy!" Your sections might include: "Why Inventory," "About Us," "FAQs," "Pricing," "Contact Us." Navigation bars should appear on every page of your site (eliminating the need for a "Home" button. Your "Why Inventory" page should be the home page. If you can't answer that question on the home page, you need to fix your site.

Use interactive links (you know, the underlined, colored words that you can click on to go to another page) to get into more detail. An example might be a subpage on what insurance companies require, or what a typical inventory includes, or facts about your specific geographic area and what the most common threats are (crime stats will give you theft information, and your location will determine if hurricanes, floods, tornadoes, or mudslides are going to be most prevalent as a concern for homeowners in your area). Subpages should have a button to get you back to the main page you jumped off from.

4. The missing "What's In It For Me" factor. Clients who are ready to buy will be interested in the process of home inventory (what does it involve, how does it work, what do I get), but those who are at the beginning stages of their search need more information. Because this is a farily "new" industry, they need education. The education focuses on the emotional part of the decision-making process. In other words, if I spend $100-$500, *why* is that a good use for my money?

Focus on the benefits: 1) Faster, more complete claims resolution process (getting you "back to normal" faster after a disaster or theft); 2) The security that comes from knowing that you'll get what you're paying for in the insurance settlement. (The idea of the 27" TV versus the plasma TV is a great example that's been used.) 3) In the event of a theft, if your items are recovered by the police, you have a better chance of getting them back (serial numbers and proof of ownership). These are just a few examples. Give them the odds ... i.e., "One in four families will file an insurance claim this year" (I'm just making that number up ...) Make it personal!

5. "Why Choose Us"? I've seen the same text, graphics, wording, and even pricing on multiple websites. Because these are geographically unique businesses (not competing for business with each other), that's not necessarily a BIG problem, but if there are other service providers in the market, you need competitive differentiation. In other words: Why they should choose YOU! You can focus on many different angles: Years of experience (if applicable), particularly relevant background (in law enforcement, insurance administration or claims adjustment, etc.), community ties (knowledge of the local market), etc. Find the thing that sets you apart and make sure you highlight it.

For an example of a web site that "gets it" (and no, I have no affiliation with this business), visit Taking Stock Residential Inventory Service. This web site is clean, well-designed, well-organized, and easy to navigate. It also has great "publicity features" on the home page.

Guest Author: Do You Know Who Your Clients Are?

By CJ Hayden, author of "Get Clients Now"
If you haven't defined a target market for your business or private practice, you may actually be preventing yourself from getting clients. I often hear professionals and entrepreneurs say they don't want to "limit" themselves by narrowing their marketing focus to a particular group. But the truth is that having a target market doesn't limit your marketing; it aims it.

When clients show up at your door, you can choose to work with them regardless of whether they belong in your target market. But to go out and find new clients, you need some kind of organizing principle for your outreach efforts. The universe is simply too big to market to everyone in it.

Here are four more reasons why choosing a target market is so essential:

1. Targeting allows you to position yourself in the marketplace. With a particular type of client in mind, you can create an identity that appeals to exactly that group. A clear marketing identity will enable you to project a consistent image to those you wish to reach, and take advantage of the market appeal of factors like exclusivity and specialization.

2. Marketing to a defined group of clients will cost you less in both time and money. You will be able to locate leads and reach out to prospects much more easily, because you will be able to quickly identify who they are. With significantly less effort, you will be able to find places where clients gather, call them, mail them, and meet with them.

3. You can get to know your market better. When marketing to a finite universe, it becomes much more possible to meet your client base in person, build referral relationships, and increase word-of-mouth. You'll be able to learn more about your market's problems and concerns, and can tailor your services and your marketing messages more closely to match what they are seeking.

4. Targeting makes it possible to use attraction marketing. Broadcasting your marketing message to a mass audience is prohibitively expensive, no matter how you do it. Media advertising, trade show booths, direct mail, and publicity campaigns can reach thousands of people, but the cost can exceed the return. When you limit your audience to a group you can more easily reach, you can attract them through the lower-cost strategies of networking, writing, and speaking.

Defining a target market is not quite so simple as saying it is "anyone who needs my services." That won't help you locate prospective clients, or even identify them when you run across them. You need to describe your desired market by a label or category, the more specific the better. That way you can look them up or seek them out.

For example, "busy professionals" or "midsize organizations" are fair definitions, but "upscale baby-boomers" or "growing high-tech companies" would be better, because they further qualify your target. Categories like "professional women in health care" or "financial services firms in the Seattle area" are excellent, because you can find them in a directory or on a membership roster.

Beware the temptation to leave your target market broad. When you do this, your client universe remains too large and you will once again be spread too thin. You would be better served by carefully defining two or three different markets to approach than by trying to come up with a one-size-fits-all definition of who your clients are.

When there are many possibilities for a target market, who should you choose? I believe the most important factor is to identify people you truly care about, and who you want to spend time with. The more you enjoy interacting with a specific group, the easier your marketing to that group will be.

But be sure you are choosing a target market who can afford to pay what you need to charge. If there are several potential client groups who you would enjoy working with and can afford you, consider making your target those who are the easiest to reach, or who are likely to give you the most repeat business.

-- C.J. Hayden is the author of Get Clients Now!™ Thousands of business owners and independent professionals have used her simple sales and marketing system to double or triple their income. Get a free copy of "Five Secrets to Finding All the Clients You'll Ever Need" at www.getclientsnow.com.

How FREE Publicity Can Grow Your HIS Business

The number one complaint I hear from Home Inventory Service (HIS) business owners is the cost of client acquisition. We're in a new industry, so building awareness of what we do can be expensive. But FREE publicity can help you overcome this obstacle, and get you more BANG for your BUCK with your paid advertising efforts.

The benefits of media coverage are not always immediate, but they are rewarding. You are perceived as a credible authority or expert in the field. You are set apart from your competition in the public's perception. They know you now.

What is publicity? It is defined as "factual, interesting, timely and newsworthy coverage, the content of which is not controlled by you" in the media, including radio, television, magazines, newspapers, and trade journals. Publicity should not be confused with advertising, in which you are paying for time or space, and for which you do control the message.

Big companies receive a lot of free publicity, just for introducing new products (think "Pepsi Jazz" from Pepsi), hiring new people (David Beckham signs with the LA Galaxy soccer team), or meeting goals (the 1 millionth product produced). These are examples of good publicity.

But because you can't control the message, publicity can also be bad. Name recognition of Dole fresh produce skyrocketed after salmonella was discovered in the company's package spinach. But Dole would have gladly given up the media spotlight when that crisis broke.

How can you take advantage of publicity opportunities and keep your bad press to a minimum? Here are a few tips.

Identify Relevant Topics
Your first step is to determine the types of activities and information at your disposal that are timely, relevant, and newsworthy. Some possibilities:

• How to choose a home inventory service (information about licensure, bonding, and insurance; services offered; what it includes; pricing)
• Myths about insurance coverage (defining specific terms in most policies; why documentation is necessary to receive full value for your coverage)
• Tips to help homeowners document their possessions ("expert tips on conducting a comprehensive home inventory")

Choose a Target Media
The next step is to determine how you will get the word out about the topic you are covering. The most common technique is a news release. This is a simple, single sheet of paper on which you list the basic details in a factual manner, along with your name and credentials and contact information (e-mail, phone numbers, web site).

A news release can be photocopied and sent to newspapers, radio, and television stations. If they are interested, they will either run the material or contact you for additional information.

Another option might be to write an article on the topic. In that case, you would hope to be quoted as an expert.

By writing an article, you can reach thousands of prospects at one time. It also increases your name recognition, and it can yield an article that you can photocopy and use as a reprint for mailings to interested prospects or post on your website.

In most cases, an editor will run your article with your name and contact information listed at the end. You will not be paid for the article, as are most freelance writers, because it is perceived that there is a trade-off (the editor gets a newsworthy article, and you get some free publicity).

Best bets for articles: Homeowner association newsletters, free weekly newspapers, neighborhood association newsletters, small local newspapers.

The types of articles that are most likely to be published are those that focus on tips, trends, and surveys. If you have information to share that the publication's readers will be interested in, your article has a chance of being published.

Getting Television Coverage
Television coverage is more difficult to obtain, although it can be the most rewarding in terms of exposure to prospective clients. Fortunately, the Home Inventory Service business is one that is inherently "photogenic" -- especially in a "consumer reports" format following a major local catastrophe (floods, wildfires, hurricanes, tornadoes). Compared to newspapers, television has fewer "space" (measured in time available) for people and events. However, television stations are constantly looking for "people-oriented" topics that are of interest to the community.

Television is a visual medium, so you need to focus on how you can create a visual opportunity. Provide "expert tips" for preparing your home inventory in advance of the usual local threats (floods, wildfires, hurricanes, tornadoes), or "Five Most Commonly Overlooked Items to Include In A Home Inventory."

One of the best resources for information on generating publicity for your business is Joan Stewart, better known as "The Publicity Hound." I recommend the following Special Reports ($10 each) - click on "Special Reports":
Special Report #9: How to Snag Free Publicity for Your New Business.
Special Report #12: 52 Tips for Kick-Butt News Releases (and Bonehead Mistakes to Avoid)
Special Report #16: How to Write Tip Sheets That Catch the Media's Attention
Special Report #37: How to Tie Your Product, Service, Cause or Issue to the Weather

Guerrilla Marketing: Your First 90 Days

While bigger companies (like Coke, Pepsi, Nike, etc.) can afford to "buy" brand name awareness, a home inventory service can get started with high impact, low cost marketing ideas. Slow and steady wins the race ... a couple of paid gigs will get you going and start to produce referrals. You don't need to spend hundreds -- or thousands -- of dollars to generate that new business, however.

Your best investment to start (best place to spend your startup marketing money):

• Car magnets
• Business cards (most use Vistaprint [Click here for 50% OFF Premium Business Cards & FREE Return Address Labels], at least to start)
• A Chamber of Commerce membership
• A phone book listing (not necessarily a Yellow Pages ad, because most directories don't have a specific "Home Inventory Services" category, but having a business line that will get you in the white pages is important).
• A web site (professionally designed if you can afford it, but clean, simple, well-thought out, and error-free, at a minimum). Invest in a service like Constant Contact to start building your mailing list. Click here to try their Do-It-Yourself Email Marketing for free!
• Door hangers (200-500 of them to start -- can print your own or order online from NEBS.com or one of the other door hanger-specific web sites out there). Simple is still effective.

Your 90-day game plan:

1. Attend all the Chamber of Commerce events you can (especially the networking ones). Don't just focus on getting YOUR name out there -- instead, collect the business cards of the people you meet and send them a "nice to meet you" letter. Then add them to your database. Keep in mind that small business owners are also a good prospect for non-revenue inventory services (that is, inventories of their office excluding any inventory of product that is for sale).
2. Join a local tips group if there's one in your network (BNI is a nationally known one). Find one that has lots of business-to-consumer members
3. Make a list and contact at least 2-3 insurance agents in your area per week. Draft up an introductory letter and then followup with a call and ask if you can take them to breakfast or lunch to introduce yourself and find out more about their specialties. You are a prospective referral source for them too! (Start with your own insurance agent, and then ask for referrals out from there).
4. Research and see if there is a local branch of the Independent Insurance Agents of America in your area, and find out if they have a newsletter or meetings. Sponsor one of *those* instead of doing consumer marketing.
5. Follow the lead of real estate agents and "farm" an area -- preferably your neighborhood. Is there a neigborhood association? Do they have a newsletter? Contribute an article on conducting a home inventory (I'll try to put together some samples of this type of stuff and post it later). Do they have meetings? Offer to come and speak to them. Take door hangers door-to-door in the area. Put a time-limited offer on the door hanger (i.e., 15% off your inventory if you book your appointment in the next 30 days.)
6. Plan and execute your public relations campaign. (Here's another whole separate article with examples from me...) You're a new business. That's a news release. There's a disaster in your area (flooding, tornado, hurricane, earthquake, major housefire) -- that's another news release (with tips on conducting your own inventory). Send an announcement to your alma mater for their magazine or newsletter (especially if it's in the same town you live in now).

That's your first 90 days.

If you are buying a TV or radio or newspaper ad over $50 in your first 90 days of business, you're wasting your valuable start-up money. The real problem you have is not a lack of name awareness of YOUR business, it's a lack of awareness of the WHOLE INDUSTRY at this point. Do some guerrilla marketing first to seed the market before buying awareness. (I recommend any of Jay Conrad Levinson's "Guerrilla Marketing" books -- available online (used or new), at your local bookstore, or your local library).