Startups: Stop advertising that you are a startup
by Dr Greg Chapman
When you start your business, there are two imperatives: Getting your first customers and Spending as little as you need to in order to attract them. You also very quickly discover that, although you are very excited about your new business, no one wants to be one of your first customers. They don’t want to be your guinea pig.
This means if you are a startup you have to “Fake It until You Make It!”
This is all about presenting an image of experience and competence, even if you are still learning the ropes. This does not have to be expensive. Here are 7 tips to get you started.
1. Don’t use a P.O. Box as your address
Many startup businesses are run from a home and their owners don’t want to give their home address. Buyers distrust PO Boxes. They like to know that there is somewhere they can go if there is a problem. A PO Box appears to indicate you are hiding your presence. Use a virtual office instead. These are located in most cities and provide a business street address and provide mail forwarding for low cost.
2. Don’t have a mobile phone number as your sole contact source and don’t use an answering machine
A mobile number as the contact shouts “One Man Band” and no-one likes to leave messages on an answering machine. In addition initial contacts through a mobile may be at inconvenient times – like when you are driving or perhaps in a meeting with a client. Most phone companies provide a service where they give you your own number which will be answered by a real live person, with your company name, and forward any message to you. This gives the appearance of a larger organization and costs very little. It also lets you return calls at a time that is convenient to you when you aren’t distracted.
3. Get your business cards professionally designed
There is a website called www.fiverr.com which has a large number of suppliers from around the world who are willing to perform simple tasks like this for $5. DIY card designs are a dead giveaway for startups.
4. Don’t print your cards on your own inkjet printer
That screams “Startup!” Digital printing is low cost and great printing deals are available online. (In any case, inkjet printing is not as low a cost as you think.)
5. Don’t spend a lot of money on a logo
You will probably change it in a year anyway, but it is a good idea to have one you can use for your first branding which will include all your marketing materials. You probably will want to spend more than $5 on this, so you might use the service www.elance.com to do this for you.
6. Don’t use a hotmail or other free email account
Secure your own domain name – they cost less than $20 per year.
7. Set –up a website
Any serious business has a website. There are many free/low cost website services. I would recommend a ‘professional package’ usually less than $100 per year so that there is no advertising on your site and they usually include free email accounts.
It costs very little to look professional and give your first customers confidence that you will be able to provide them with the product or service they are seeking.
May Your Business Be – As You Plan It!
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