| I finally discovered the secrets they don't reveal | | | | listing them out, one by one, and brainstorm |
| in business schools or accountancy training... | | | | around each. What innovative ways can you think |
| As a professionally qualified accountant, I have | | | | of to turn these expenses into |
| over 16 years' experience in business | | | | revenue-generators? Can you package and sell |
| accountancy and financial management, for | | | | this expense as a product or service to another |
| businesses both large and small. In my training I've | | | | person, organisation or company? |
| been taught to see sales as sales, costs as costs | | | | One example I'm exploring in my own online |
| and profits as the bit left in between. | | | | information business is providing low-cost but |
| But I came across a startlingly simple new | | | | ongoing services to local art groups, which not |
| business concept recently which kicked that | | | | only defrays the costs of my own online technical |
| old-school idea firmly into touch, and helped me | | | | expenditure, but turns it into an income earner |
| view my business in a whole new light. | | | | too. |
| The idea is so neat and simple that many people | | | | Think creatively. |
| will likely walk on by without giving it a second | | | | Think imaginatively. |
| thought. | | | | Think how your waste output can be someone |
| It's based on that stalwart of small businesses, | | | | else's low-cost input, and an additional profit |
| Guerrilla Marketing. In fact, the concept has been | | | | stream for you. Or turn that on its head and think |
| fully endorsed by the Master Guerrilla Jay Conrad | | | | of how someone else's waste can become your |
| Levinson himself. | | | | own low-cost, or no-cost, input. |
| But, whereas Guerrilla Marketing has been | | | | There are so many ways this idea can help those |
| focussed on low-cost and best of all no-cost | | | | of us in small business, with minimal resources. |
| marketing, this new idea takes that a whole | | | | And that's especially true with a potential |
| quantum leap further. It suggests there's | | | | recession on the horizon. |
| something even better than free. | | | | With this new Guerrilla idea, I no longer see that |
| "What could be better than free?" I hear you ask. | | | | Dollar or Pound or Euro sign as cost and cash |
| Well, getting paid of course! | | | | outflow, but instead see % signs and rates of |
| So the premise is this. Find ways to turn your | | | | return. I've learnt how to look at my business |
| marketing expenses into profit centres. Find ways | | | | expenses, not as liabilities but as opportunities. |
| to get paid for your marketing. | | | | Opportunities for yet more profit coming in, yet |
| Now this may sound too good to be true. But | | | | more ways to add value and accrue revenue. |
| there are a number of businesses in a variety of | | | | Before that, I struggled to see how I was going |
| different industries - from Las Vegas casinos to | | | | to afford those expensive one-off business costs: |
| Washington publishers, and more - already putting | | | | attending an important marketing seminar or |
| this into practice. With massive success. | | | | setting up a stall at a key industry show. And I |
| So what ways can you start to use this idea in | | | | was having to restrict my marketing activities to |
| your own business? | | | | those I could (just about) afford. |
| Well, I would suggest you start by looking at your | | | | There was never enough money to do what I |
| marketing expenses. Is there any marketing | | | | wanted or even needed to do. And I'm trying to |
| collateral you're currently giving away to | | | | get by on the smallest budget here. Trying to do |
| prospects for free? Can you turn that into a | | | | things Guerrilla-style: getting more from less, using |
| low-priced information product and sell it instead? | | | | free marketing tools wherever I can. |
| This product can still be used as a sales letter, but | | | | But since reading about the Guerrilla Balance |
| it may be disguised as a report or small booklet | | | | Sheet, I'm armed with dozens of exciting new |
| or magazine. And whereas before your freebie | | | | ways to make my business costs pay their way |
| would be given out to all and sundry, and cost | | | | and, better yet, earn me additional profits on top. |
| you more to follow-up on, this product gets sold | | | | Now I don't need to pay to do my marketing, |
| only to qualified prospects, who have now | | | | because I can get paid to do it instead. |
| become customers. And that will dramatically | | | | And I never have to worry about running out of |
| increase the effectiveness of any follow-up | | | | money again. |
| actions you need to take. Now that's powerful. | | | | What could be better than that? |
| And as for your other business expenses, try | | | | |