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Crisis Survival Kit: 10 Smaller Biz Marketing Advantages

With the competition for every dollar fiercer than ever, business owners must press any and every competitive advantage. Fortunately, smaller businesses have certain inherent advantages over large enterprises in downturns and now's the time to make the most of them.
With the competition for every dollar fiercer than ever, business owners must press any and every competitive advantage. Fortunately, smaller businesses have certain inherent advantages over large enterprises in downturns and now's the time to make the most of them.John Jantsch -- the Duct Tape Marketing guru -- is bullish on smaller business. In fact, he's gone so far as to declare 2009 the year of small business. The foundation of his rationale is the adaptability and nimbleness of small business. In concert with bMighty's mantra that SMALL IS THE NEW LARGE, Jantsch proclaims, "Think Big. Act Small!."

Now getting down to brass tacks here are the 10 natural marketing advantages that Jantsch recently posted to the American Express OPEN Forum:

  1. Focus -- In order to survive, most small businesses must adopt a narrow market focus. In doing so, they can develop a premium reputation for serving that narrow market.
  2. Reach -- Small business owners are so close to their markets they can experience what their market experiences. They can deliver CEO-level experience to any size client who can connect with a client better a 25-year veteran and author of two books on the industry or two 20-something whiz kids from McKinsey?
  3. Nurture -- Small businesses can grow with customer needs. Often, they can create products and services that address highly personalized requests at a moments notice.
  4. Surprise -- The best small businesses understand the value of surprising their clients from time to time. A simple interrupt in the system can become a system for a small business.
  5. Transform -- Small businesses can obtain new data from a market, or even a client or two, and dramatically change their business model to align with a new opportunity.
  6. Partner -- Smart small businesses create networks of strategic partners and address the needs of their clients with the best and brightest every time.
  7. Automate -- The proper use of technology allows small businesses to put up big shop follow-up, service, and prospecting without the overhead. Plus, they can outsource the boring work.
  8. Educate -- Lacking big ad budget, small businesses must educate their prospects before they can make any ground selling them. This trust building process makes selling unnecessary and delivers the ideal client relationships.
  9. Meaning -- Small business is personal. Markets are hungry for businesses that allow them to connect to something beyond the products and services. Small businesses can deliver a story that has meaning.
  10. Play -- Why does someone start a business anyway - To get more life, to develop a passion, to get free? It doesn't really matter that freedom comes with an 80 hour work week. Passion and purpose are sexy and contagious.

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