Part II:  Creating your marketing  and promotional materials. 
The good old fashioned paper kind.


I spent 20 yrs in the Food & Beverage and Hospitality industries. Most were independant operations, not corporate run entities that had big budgets for advertising and hiring marketing people.  I had to do advertising, sales, design, network and I ran the places too.  Even when I was only the bartender, I still had to come up with marketing, promotions and specials.  The on the job learning and formal training served me well then and it still does now.   Having spent 35 years living and working in a huge (8 million people) and very competitive major metropolitan area and it's suburbs, I've had a little bit of exposure to doing these things.

While at one of my Farmers Market meetings over the weekend, we had a guest speaker, a wonderful lady named Lane McConnell who writes a blog called Taste of Missouri. She's a delightful person and really deep into Farmers Markets. She gave a wonderful talk about promoting one's self  when selling at a Farmers Market.  She talked about seriously considering having an internet presence (which I discussed in my previous post). She also talked about old fashioned marketing and promotional materials that are right there for the customer to see and feel:  Brochures, flyers, logos, t-shirts with your logo, business cards and signage. This can be for any business.  99% of what she discussed was what we've been doing since the official inception of Botanica Basics and what I did before in my past employment in the Hospitality Industries.  The 1% I don't do is Twitter.  I just do not have time to mess with it.  Nor do I want to change my cell phone plan to accommodate it.   I may change my mind later, but for now, I can't give a tweet about Twitter. 

Anyway, during the meeting I had some thoughts creep into my head, but there really wasn't time bring it up afterwards and I was in a bit of pain to begin with (sprained my already fubar'd knee). What I was thinking about was what she probably didn't have time to go into:  The how-to for people to get these marketing and promotional materials. How to get them made, make them yourself or even how to find them.  A lot of people might and do become overwhelmed in trying to create some kind of marketing or promotional material for their small or Famers Market business. So I'll talk about what I did when I worked for others and now do for myself.

To compete anywhere, even out here in the middle of Westof theMississsippi-EastofJaaaysusNowhere one has got to get one's head around some serious computer usage and get over the "fear factor"; Do some work with the machine you paid for.  In the 21st century small businesses both rural and urban, on the farm or in your converted basement have the potential and ability to compete on a better and more level playing field because of the advances of computers and the growth of the internet. The software, hardware and their uses are the same, whether you are a multi-national super conglomerate, a 100 person metal working company or 2 people like me and mine cranking out soap every other week. You have that new computer you got for Christmas so here are some things you need to do with it besides time sucking into the black holes of  'booking, 'tubing, 'spacing, web forums, groups, fantasy sports and passing around email chain letters that you already know are not true.

Full disclosure:  No companies I mention in this post or previous posts have given me any compensation in any form for mentioning their companies or products.  I have no affiliation with these companies other than I am or was a paying customer and have had good results with them.  As with anything, do your own research. 

Well now. The last part of that FTC legally required disclosure just flows nicely into my first -number 1 with a bullet- suggestion:


1.  THE INTERNET IS YOUR FRIEND!  GOOGLE IS YOUR FRIEND!  ANY SEARCH ENGINE IS YOUR FRIEND!  Use these friends to until your keyboard breaks down and your hard drive fries. Then go get replacements and do it some more.

2.  If you're just starting out and money is tight, when making marketing materials do it yourself.  Your computer probably came with basic photo editing/graphic software.  Use them. It was already paid for, in more ways than you know. It really helps to know how to use basic graphic arts software for designing and printing your own. It can hold you over until you can upgrade to a design site or get them done for you.   Most even have templates.  Pick, point, click.  Change the color scheme, change the font size, remove their pictures and insert yours.

2a.  If you have the money -and even if you don't, buy a good dedicated color printer that has ink you can buy anywhere and everywhere, including on line. That means no high end, barely heard of but "we are oh so snooty and exclusive you can't find us even with Google" printers.   More expensive hardware DOES NOT mean better hardware.  It just means that's what they are charging and someone is willing to pay.  A good inkjet is from $50.00 - 100.00.  It will pay itself off in less than 3 months as most times using print services can cost far more than the cost of that printer.  If  an inkjet, make sure it has dual cartridges- a black as well as a color; If you can get completely separate color cartridges, even better.  You only buy a color when that color runs out.  

If you can afford  it and want a laser, which can make graphics really pop and a bit more moisture resistant, decide what you want to it to do- color or just black/white.  Remember, a color laser will also print black/white.  A black/white will not upgrade to color. For all printers, make sure it has a simple interface and is plug and play (sadly some still are a convoluted mess of  install this, download that, configure the others). Research.  Once again, the internet is your friend. Sometimes the better deals for inkjets and lasers are at the Super-Mega Big Box Electronic Store.  Most times that place also does the repairs under the warranties. Sometimes the best deal for inkjets is the Supercenter.  For both of them, no shipping charges, it's in front of you, you can compare models and all the bells and whistles.  Sometimes it's the manufacturer's own website.  Mine was the latter when it came to my color laser. 

2b.  Find a good ink cartridge refiller/seller.  There's several reputable ones. I use Inkgrabber.   If you register for their newsletter,  they send coupons twice a month, sometimes more.  Free shipping or 25% off non OEM inks.  My laser's OEM toner is 75.00 a cartridge.  It takes 4 cartridges for the color toners. I use my printer A LOT. Inkgrabber's cost for my toner is 25.00 a cartridge and I've found NO difference in them except that my CC isn't hurt as much. It's up to you to decide if this option is viable.  Some warranties have a specific clause not allowing the use of anything but OEM cartridges. Mine didn't. Coupons are your friend.

3.  Buy a flatbed scanner.  If your printer has a scanner with it, good.  If not check out good resale shops.  The scanner should not have scratched up glass and should have the power cord, usb cord, software disk.  If it's missing any of these, pass on it. If you're lucky it will have the manual too. LEARN TO USE IT!  You may have pictures of things you need and they are not on a disk.  But once you scan them into your computer, you have a digital format. Then you can  make your materials.

4.  You have a computer, it's got the photo/graphics software and you don't know how to use it?  You feel dumb because of that?  Don't . Until you needed it, it wasn't something you needed.  Now, no excuses, get over it.  LEARN TO USE IT!  Turn Survivor off.  Tape 24. The Bachelor will breakup with whomever he chose in about 6 months and each of them will be making more money in a week than what you're making in a month. Haul yourself down to your local library or the adult learning center and take the courses. Some are free, most are cheap.  Take an online course in your home. Once again, THE INTERNET IS YOUR FRIEND.  And you know what?  I bet the basic photo editing software on your computer has a tutorial.   Your daughter's  BFF who's always got some new design she made and transferred to her clothes or is scrapbooking with?  Hire her.  Yes I know she's 15 and a drama queen who's voice makes you cringe.  But she knows how to do this stuff, you don't.  GET OVER IT, HIRE HER!

A lot of people are under the assumption buying labeling and promotion materials for their business has to be expensive.  There are ways around that, but it has to be searched out or worked on.  Sadly, there are quite a few people with computers and even broadband internet who do not make good use of them and do every piddly thing  BUT work their business needs and wants.  I will say it again:  THE INTERNET IS YOUR FRIEND.

5. Labels:  I buy my blank label stock from OnLine Labels.  There are others but these guys have never let me down.  I use several sizes, I have to as I have different size containers and needs.  I design my product labels, the coloring, placement, font type and size and my choice of graphics.   I don't use pre-designed off the shelf labels and fill in the blanks with my information. I want my look, not the look of 10 others.  Create your own look.  People will remember it.

Online Labels is far less expensive than buying Avery or even getting some of the "generic" labels sold at Office supply chains. I'm not knocking Avery, they have great products.  But they cost a lot. With Online Labels you do buy in quantity to get the cost savings and it may seem like it's actually more expensive, but if one does the math and are using the same color and sizes for many products, it's actually saving quite a bit. And they have an Avery compatible chart too, to make sure you're getting what you are used to using. They also have a very good online graphic design software on their site. You can use it to practice for free. Then when you buy labels, you get free time on it. You can also buy a subscription to it outright.  Once again, learn to use some graphic editing software.  They all work the same, some just have more toys to play with.   Avery has a boat load of FREE  templates and a graphic editor too, both on line and to download. Avery's Design Pro is nice, I use it a lot.  If you download it and know how to set up label print margins, you can set up custom label margins for non Avery labels right on your computer.  It's better than using Word because you can actually see what shape label you started with and what you end up with -before you print it.  Doing that has a learning curve and it's a bit of work to set it up correctly, but once you do, it's done, it's yours and you have not only what you need,  you also have what you want.  And that doesn't happen to often.

6.   Depending on what promotional material you need, for some things you will need an actual printing service beyond your own printer.  While it's great and noble to use a local area printing company -buy local and all-  they do cost and in my area, they rarely give a break on prices unless you are buying serious quantity.  Even if one does all the work, graphics and layouts, the break is still low to outright no. When starting out on my own, I could not afford to pay what the area printers wanted. Going to Springfield wasn't feasible because of the distance. Either option meant I would have had locally printed labels, cards and promotional materials and no money to make the products to promote. This is why for many things I just did my own. I went into hock for 15 months and bought a color laser printer to do so. If you can negotiate better prices then do it: barter, swap, exchange in kind.  If not, outsource out the immediate area if feasible or do it on line.  Take your time and get what you want and need. Thrown together looks it. 

7.   The same with business cards.  You need to have them.  But buying blank stock from Avery or Wally-World is expensive and you don't get a lot.  Try the generic blank 1000 packs at office supply chains.  Last time I got some they were 1000 white for 20.00.  I use these for printing the black/white discount coupon cards I hand out or enclose with purchases. Ink can eat your budget if doing a business card in color.  Think about designing your own at Vistaprint  (or other places).  Use PayPal and you'll avoid of the problems that  people sometimes complain about when using a CC/DC.    If you register for their newsletter, Vistprint will start sending free business cards coupons and seriously reduced price sales on their other items.  They have literally 1000 various template designs, and most have 30-50 color variations.  You can make your promotional materials  your own.   It takes a bit of time to design your own.  However, if one is in business, then one NEEDS TO BE IN BUSINESS.

Just my humble opinion, but why spend the time doing anything if it looks half done and sloppy. Having a small to almost non existing budget doesn't mean it has to be something thrown together,  looking  ghetto. Simple, clear fonts,  clean lines and a small splash of color or even just black and white with a clean black graphic design can be extremely elegant and very effective.  It takes work, but once again, if you are going to be in business, then BE in business. I designed my banners, my cards, my brochures and many other things with them.  My business colors, design and look is consistent throughout EVRYTHING I pass out, give away or promote with (except my websites and blog as I use an actual 100% dedicated web hosting company for that: Go Daddy.  I couldn't use Vistaprint's template on Go Daddy. And I asked.) However, when I get time, I plan on re-designing my website's header, banner and a few other things, which will then help it look like they all live in the same the sub-division  Once again, create your own look.  People will remember it.

8.  Finally, and this REALLY is the most important thing anyone needs to know:  All the pretty, bright marketing and promotional materials in the world -both on line and print-  mean absolutely nothing if they lack clarity in the message, are full of mis-spellings, grammatical errors, syntax errors, tense errors or punctuation errors.  I'm not talking about posts to your  forums and Yahoo Groups which basically a friendship and buddy circle hanging out on a virtual back porch.  I'm talking writing for your business.  Proofreading is a good thing. Spell check is a very good friend.  When it comes to punctuation,  learn to use it correctly.  The wrong punctuations or placing them in the wrong spot can completely change the tone of what is being written and therefore read.  An old adage regarding punctuation:  When in doubt, leave it out.  Use that. Your computer probably has some type of word processing software on it  that has a spell check in it (Notepad doesn't).  If not, there are freebies (once again the internet and Google is your friend).  Find one or use your email program.  Turn on the spell check.  Copy/paste the wording one paragraph at a time into your email program, spell check it, correct it and cut/paste it over the original paragraph.  And then get someone else to proofread it- preferably someone who does read, write and spell well.  Be clear and concise in your messages. Most blogs, site builders and on line software have a "preview" option. It lets you see how something looks before you upload or print.  Fine tune and test run before you post, upload or print.

I say this because bad writing is noticed.  Especially in business.  It's one of the first things usually noticed.  It's the first thing I notice.  I am sick and tired of seeing raggedy-assed, half literate writing on websites, blogs, business contact emails,  flyers, handouts and business cards.  It's one of my biggest pet peeve, nails on a blackboard irritations. One or 2 typos can be excused, once or twice. Everybody does them including me.  I've got a couple I really have to watch out for. But if you see the same thing all the time, all over the pages and it just never stops, it's not saying good things about the writer.  If it's not well written many think of the business and it's owner negatively.  They think if someone doesn't take the time to write well for their business, they won't take time to do their business well. And I tend to agree.  Applying for a loan or grant?  Good luck with the badly written application.  Trying to solicit new clients or sales with a newsletter or blog?  Good luck with that too.  Learn to write. No, you don't need to learn to write a novel (and novelists have editors and proofreaders anyway).  You just need to become a better writer for your business.  I say this to people quite often and this piece of advice has served me and others well:  If you want people to take what you write seriously, learn to seriously write.

Part III:  Will be on selling to the public, up close and in person. 
Yes, you really have to do more than just show up.