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Authors: Inc The Staff of Entrepreneur Media

Start Your Own Business (76 page)

BOOK: Start Your Own Business
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Web Calling
 
 
e-FYI
 
While IMing is one method to have quick nonverbal communication, many people today are getting hooked on Twitter (
twitter.com
). Twitter allows people to post short messages—140 characters in length, plus a website link or photo—which their “followers” can read in real-time, or at their convenience. (See Chapters 35 and 36 for more details.)
Instead of using traditional phone lines to make and receive calls, anyone with any type of high-speed internet connection can take advantage of VoIP technology to make and receive calls from the web. Calls originating from the web can be placed to traditional phone lines, often at a fraction of the cost of making a traditional long-distance call (and sometimes free of charge, depending on the service you use).
Using a VoIP service gives you access to a wide range of calling services and features, from caller ID and voice mail to call forwarding and conference calling. As long as you have a stable, high-speed internet connection, the calls will be clear.
There are many VoIP services that offer different types of features of interest to entrepreneurs. For example, there’s Skype (
skype.com
), MagicJack (
magicjack.com
) and Vonage (
vonage.com
). You can find a worldwide list of VoIP services by visiting
voipproviderslist.com
.
For people who need to make international calls, either from the United States to an overseas country or who travel overseas and need to call home to the United States, VoIP offers a tremendous savings over traditional phone or cellular phone services. In fact, using VoIP, you can typically call anywhere in the world, any time, for less than a few cents per minute (and sometimes for free).
With VoIP, you’re assigned your own phone number, plus you can receive calls at that number any time you’re connected to the internet—from anywhere—or have calls forwarded to your cell phone or a landline. Most VoIP services charge a flat monthly fee up to $30 for unlimited service, or waive the monthly fee but charge a low, per-minute fee per call.
It’s Your Turn
 
Technology is changing rapidly and almost daily. New devices and tools are constantly being introduced. New software upgrades to existing devices, such as the iPhone or BlackBerry, are allowing for greater functionality. Plus, prices are dropping fast!
If you want to be competitive in today’s business world, it’s no longer a matter of whether you need a smartphone and/or a netbook, laptop (with wireless capabilities) or an iPad—it’s a matter of which model you need right now and how you’ll be able to get the most use out of each technology or device as you juggle your daily work and personal responsibilities, plus deal with the growing need to be accessible virtually 24/7.
 
TIP
 
Having a handheld device can keep you connected 24/7, and in the spirit of increased productivity, it’s easy to get into the habit of constantly checking your e-mails and voice mails, making it difficult to disconnect from your work-related responsibilities at the end of the day. As you incorporate these new technologies into your life, also develop the discipline to use them in moderation.
This chapter offered just a short introduction to the communications and connectivity technology that’s available. How you use this technology is up to you! So put on your thinking cap, be creative, and discover ways you can use it to become more productive, accessible, and competitive in today’s business world.
New technologies and phone models are introduced almost every month. One of the best ways to learn about the latest gadgets, gizmos and technologies businesspeople use to communicate is to visit a consumer electronics superstore, such as Best Buy, or at least two different cell phone stores (representing different service providers, like AT&T Wireless, Verizon, Sprint, and/or T-Mobile). If you’re interested in Apple products (e.g., the iPhone or iPad), visit an Apple store. By visiting a retail store that showcases the latest products, you can try them out firsthand, learn about their features, and more easily compare pricing.
 
 
 
GO!
 
All systems are go.
You’re ready to launch your new business. To make sure the launch is successful, Part 6, “Market,” shows you how to spread the word about your company. First, you’ll learn how to create a brand identity that will get your new business noticed. Then, you’ll find out how to create a marketing and advertising campaign that works ... without spending a fortune. From print ads and direct mail to TV and radio, we share smart strategies to build buzz about your business. You’ll also learn about the single best way to promote your business: public relations. From special events and community projects to media coverage, we show you dozens of ways to get your business noticed—most of them virtually free!
If the idea of selling scares you, you’re not alone. That’s why we provide everything you need to know to sell like a pro. Learn how to get over your fear of cold calls, techniques for overcoming objections, how to spot hot prospects and how to close the sale. Once you’ve made the sale, the game isn’t over: You’ve got to keep the customer coming back. Our secrets to great customer service will give you the edge you need to win repeat business ... over and over again.
No marketing and advertising plan is complete today without including the internet. In Part 7, “Engage,” we introduce you to the brave new world of social media and online advertising and marketing. We start by showing you how to get visitors to your website, keep them there, and, when they leave, make sure they return for more. From search engine marketing and paid search services to e-mail marketing and affiliate promotions, you’ll learn valuable tips and techniques to make your website a roaring success.
What’s all the buzz about social media and why should you be listening? Social media isn’t just changing the conversation between businesses and customers; it’s also changing the way brands are marketed. We show you how to use social tools to network with potential customers and connect and engage with your audience—because in today’s marketing landscape, that’s how brands are built. We cover all the social sites you’ve probably heard of, such as Twitter, LinkedIn and Facebook, plus numerous other tools to help you reach out and connect with your target audience. The best part is that most social tools don’t cost a dime—just a little of your time!
If you’re doing everything right, you’ll be dealing with a bundle of money. In Part 8, “Profit,” we show you the strategies to make the most of your money. Whether or not you’re a math whiz, you’ll want to read our bookkeeping basics, which contain everything you need to know to keep track of your finances. You’ll learn the accounting methods that can make a difference come tax time, what records to keep and why, and whether to computerize or do it by hand. Check out our step-by-step look at creating financial statements, income statements, cash-flow statements and other important indicators that help you measure your money. Then learn ways to manage your finances, including secrets to pricing your product or service; how to get short-term capital infusions when you’re low on cash; how to determine your overhead, profit margin and more. We’ll answer your most burning question— how much (and how) to pay yourself. We also show you how to stay out of trouble when the tax man comes calling. Get the inside scoop on payroll taxes, personal vs. corporate tax returns and what to file when. We’ll also cover what you can deduct…and what you can’t.
Finally, at the end of the book, you’ll find a handy glossary of terms in case you need a refresher on any of the concepts we’ve covered in the book, as well as an appendix chock full of helpful business resources.
 
part 6
 
MARKET
 
chapter 29
 
BRAND AID
 
Building a Brand
 
 
 
 
 
Y
ou’re really excited about your concept for a new product or service. But do you have a potential brand in the making?
Unfortunately, it’s a question too many small-business owners ask far too late, or never ask at all—not a good idea in a world full of savvy consumers and big companies that have mastered the branding game. Great brands are all around us, and it’s no accident they make us think of certain things. Think FedEx, and think overnight delivery. Apple Computer brings to mind cutting-edge products and now, music.
Even celebrities are brands. Would you describe Cary Grant the same way you would Walter Matthau? Their differences—charming vs. grumpy, refined vs. rumpled—helped to define their particular acting “brands” and let the public get a grasp on their personas. Corporate brands are no different. They have their own “personalities.”
We like to categorize everything, whether we’re talking about peo ple, printers or pizza places. Test this theory yourself. What draws you to one local business instead of another selling a similar product? One local restaurant might strike you as cute and inviting; another might make you lose your appetite without setting a foot inside—even though both restaurants serve the same type of food. You’re not alone if you find yourself categorizing each business you pass.
 
TIP
 
Make your company’s website more than just a boring online brochure by adding an e-newsletter, message board, a monthly podcast from the founder—anything that conveys your brand’s personality and humanizes your company in the eyes of potential customers. People want to know who they’re buying from, especially if it’s a new company.
As a startup entrepreneur, you’ll be branding whether or not you’re even trying. If you don’t have a clear idea of what your new company is about, your potential customers will decide on their own—a risky move for a new company without many, or any, customers. You’ll need to have a branding strategy in place before you hang up your shingle. However, before we start strategizing, let’s answer the most basic question of all.
BOOK: Start Your Own Business
11.81Mb size Format: txt, pdf, ePub
ads

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