Small Business Marketing – Specialize or Generalize?

There have been many great points raised on both sides of this discussion. In order to make a final decision, we must look at how the business world is moving and at the purchasing patterns of the consumers who will be utilizing your services.The Internet has changed the way people look for services (personal and professional). For example:
· If you do a search in Yahoo for a Personal Coach you will get 1.4 million matches.
· If you refine your search to Personal Life Coach you will get 760,000 matches.
· If you refine your search to Personal Career Coach you will get below matches.
· If you refine your search to Weight Loss Coach you will get 80,000 matches.
(search result numbers are subject to change)Once you have selected the area of specialization you are interested in, you can then drill down into the results by location or other qualifying factors. As we are spending more and more time online, our patterns are shifting and adapting to more effectively navigate the over-abundance of information available. Web users know that in order to avoid a list of millions of possible matches, they must be more specific in their requests.Generalizing – The Benefits:
As a generalist you aren’t limited in the type of clients that you can work with. Everyone is pressed for time; having one coach who can handle all aspects of your goals (personally and professionally) as opposed to multiple resources each with a unique area of focus would be of certain benefit.Generalizing – The Challenge:
The trade off is assumed to be that if you are a generalist in all things you are not an expert in any of them or at least in most of them. To state that one individual can work on any aspect of any business and/or in any area of a person’s life and still achieve success is unlikely and may be interpreted as unrealistic or exaggerated on the part of your potential clients.Specializing – The Benefits:
As a specialist you can attract a client based on his unique needs then share the wide range of additional areas you can bring benefit too. Each person wants the best for themselves and they perceive their situation to be completely unique. Specializing places you in front of the right client at the right time.Specializing – The Challenge:
Initial pool from which you can draw clients is potentially smaller (but more refined), your copy must be more targeted, and you may be vulnerable to economic swings in specific market segments.The concept of moving towards a more specific or niche approach to positioning and promoting your practice is becoming the standard in business. Building an environment that allows you receive the benefits of being positioned under Specialist and Generalist is one of the foundations of www.ldurandconsulting.com [http://www.ldurandconsulting.com]Have a successful day!
Leslie Durand, Marketing Coach and Emarketing Specialist

Three Types Of Livestock That Can Be Raised By Beginner Farmers

When people move from the city life to live in the country side they get interested in raising livestock. The reasons may vary as to why people want to raise livestock, some people raise them as pets and some raise them because they want to make some money by selling the livestock produce.What ever reason may be, raising livestock can be done by almost anyone who is dedicated to being a livestock farmer and someone who is willing to put aside a lot of his time in managing and taking care of their livestock. In order to raise healthy livestock you have to give the animals proper care such as feeding them nutritious food plus clean water on daily bases, building them some good shelter and have them checked by a veterinarian for health issues.There are various types of livestock you may want to raise as a beginner livestock farmer. Some of them need more care than others and maybe suitable for new farmers to raise. Three types of livestock that are suitable for beginner livestock farmers are goats, cattle and sheep. Below are more details on how you can go about raising them.Raising Cattle:A lot of farmers start by raising cattle in their farm ranch. Cattle are a stress free livestock to raise when taking good care of. Their produce such as milk and meat is in high demand in the markets for its nutritious benefits. When you own cattle you will be able provide your family with fresh milk on daily bases and save lots of money in buying milk.


When starting out in raising cattle you have to first choose the kind of breed you want to raise. There are over 800 types of breeds which are in 3 different categories known as the zebus, the hybrids and taurine cattle. Some types of breeds are good for the production of milk whilst others are suitable for meat production.When raising different types of cattle a farmer should install stalls that separate those that eat grass and hay to those that eat sophisticated feeds.Since cattle are grazing animals you have to have some large piece of land if you want to raise them. The land in which they graze on has to be well fenced so secure the livestock. For the fence you can either use electrical wiring or use a wood and steel fence. You should also prepare some equipment needed to raise cattle such as pails, water containers and feeding beds.Although cattle don’t require some sort of roofed shelter that doesn’t mean you can’t build one. A roofed shelter will also help you in storing your livestock equipment and can be used to milk your cows.Raising Goats:Goats are another type of livestock that can be raised by a beginner farmer and they are less prone to diseases than cattle. They can also be raised for the production of milk and meat which high in demand and cost more than cattle produce.When starting out raising goats you have to first make up your mind on what type of goat breed you want to raise. The type of breed depends on the end product you want to produce from your goats, you can either raise goats for the production of fiber, tasty meat and milk that is high in nutrients.Once you have made up your mind on the type of goat you want to raise you have to decide on the number of goats you are planning on raising. Knowing the number of goats you are planning on raising will help you estimate how large your land should be. One thing to note is that goats reproduce almost every year so the land should be large enough to accommodate the growth of your herd.Goats also need some shelter to rest at the end of the day. The shelter should be large enough for all your livestock to fit in properly without being over crowded. The shelter should be comfortable so that they can sleep at night and protect them from harsh weather such as too much sunlight, rain and snow. Don’t forget to fence the entire grazing land so that predators don’t attack and kill your herd.Raising Sheep:Raising sheep is very interesting and rewarding as raising cattle and goats. These type of livestock can be raised for various reasons such as producing quality wool, producing cheese from its prolific milk and the obvious tender meat. These produce can also be sold since they are in high demand.Sheep are animals that like grazing the field. If you want to raise healthy sheep then you have to have some large land of green grass for the livestock to graze on. Although feeding your sheep grain supplements plays a big part in their diet, grass fed sheep produce a higher nutritional value produce. Since sheep like grazing in a large group as a livestock farmer it can be daunting to manage them on the field so it would be wise to have a helper dog to assist you.


An essential part of raising sheep is keeping them within their confines, this helps them in not getting lost in the wild and end of being eaten by wild animals such as bobcats, bears and wild dogs. At the same time it helps in keeping these predators out of the grazing area. Using an electrified fence can help a lot and its easy to install as well.In order to ward off natural elements that can be harmful to your livestock you have to invest some money in building good housing for your sheep. When designing the house make sure you build a chute to manage the sheep when you need to make some checkups on each and everyone of them or when vaccinating them.As you see raising livestock can be done by almost anyone even if you don’t have any past experience or were not raised in a farm ranch. Just like any other type of pet they need to be taken care for and make sure they leave in comfortable conditions.When starting out its best to first start with raising one type of livestock then move on to another type when you have gotten the experience from your first set of livestock.

The Basics of Direct Mail Lists

Direct mail lists provide opportunities for businesses to acquire, retain and create loyal customers. Yet which lists are typically the best performing lists? How do you go about finding mailing lists? And once you’ve found a list, how do you know if your investment paid off?Direct Mail List BasicsDirect mail lists generally fall into three categories:
Company owned lists: These are direct mail (or email) lists that you’ve created on your own. Many online business include an opt-in box on their website so that customers and visitors can choose to provide their email address in exchange for information, news, white papers and other gifts. Companies can also create their own “house lists” as such lists are called by using records of previous purchases and leads to create a basic mailing list. For direct mail, you can use physical addresses without tacit permission. For email marketing, always use an opt-in method and only conduct permission-based marketing to avoid getting branded as a spammer.
Response lists: Response lists are rented by companies that specialize in mailing lists, called list brokers. Such a list is based on past purchasing or response behavior and may include catalog mailing lists, direct mail or direct television buyers, or magazine subscribers. Many companies make money by renting their list out to other companies. The idea behind using such a list is that past purchasing behavior is the best indicator of future purchasing behavior. In other words, if someone responded to a direct TV ad for jewelry, chances are better that they’ll respond to another offer for jewelry. List brokers often add additional selections for an extra fee, such as 3 month buyers. This allows you to target people who have recently bought such an item. Again, based on years of data from many industries, these are people most likely to respond again to similar offers, which is why direct marketers seek out such lists.
Compiled lists: Compiled lists are created or compiled from public records. Such lists used to be based on DMV records but now are mainly typed into computers directly from telephone books. Sometimes public data such as census data is appended to the list, providing some ability to sort by income and other factors from census data. Compiled lists are the least expensive but also the least likely to respond to specific offers. Going back to the jewelry example, you may rent a compiled list of people living in a high income zip code, thinking that they are likely to buy jewelry from a direct mail order catalog. But you have no way of knowing from the compiled list if such people are comfortable shopping online, by phone or from a catalog. A response list indicates that in the past, such consumers have done so – and are more likely to do so again.


There are general list brokers who offer a wide range of mailing lists and specialist such as Market Data Retrieval that focus solely on industry, such as education in the MDR example. Ask colleagues for the best list brokers in your industry.Renting Mailing ListsOnce you’ve found a company offering lists, search their catalog or talk to a list broker on the phone. Share your ideal client profile; who are you targeting? The list brokers will suggest several lists and email or fax you data cards. Such cards provide the facts about the list: who is renting it, whether it is compiled or response, and data selects available. Data selects are optional methods to use a computer to narrow down the most likely prospects to respond to your offer. Select may include age, gender, products purchased, or recent shopping behavior.Lists have a base cost per thousand. Typically list companies will not rent fewer than 10,000 records, so take the cost per thousand records, multiple that by 10, and that gives you the minimum amount of money you will have to spend on a list. There may be additional charges added on for various selections or to actually generate the list from the computer.Make sure that the list has been updated recently. Good list companies run their lists through several databases obtained from the Direct Marketing Association and the US Post Office. These include removing the names of deceased persons, updating lists with the new addresses of people who have moved, and suppressing (removing) people who have requested to be on the “Do Not Mail” list or preference list from the Direct Marketing Association. All of this may add costs at the beginning of a list rental process, but think about the money wasted mailing pieces to people who cannot respond. If they’ve moved, died, or hate junk mail, why mail to them in the first place? You’re spending money on the creative design, the printing, the mailing house costs and postage, so save the money and don’t mail to those people.Testing and Use of Direct Mail ListsAlthough the minimum amount of names on n a typical direct mail list rental is around 5,000 to 10,000 names, many companies will allow you to rent a smaller segment for testing. Be sure to code your direct mail pieces with a unique phone number, source code or another method to track responses so you can see which list performed the best.


Mailing lists are rented for one time use or multiple, unlimited uses. You’ll be asked up front to specify which use you intend and most companies ask for a sample mail piece. One of the most frequently asked questions people new to direct mail ask me is, “Why can’t I just pay for one time use and then reuse the list, since most lists are provided electronically nowadays?” The answer is simple: you will be caught! Mailing list companies include addresses called “seeds” on their list which look to you and me like just any other name on the list, but actually go back to the company or to someone employed by the company to monitor the list. If you’re caught using a mailing list more times than you paid for it, you are subject to legal prosecution, fines or both. It’s not pretty. Don’t do it.Direct Mail in Today’s MarketDirect mail has been around since the late 1800′s when catalogs opened a world of new goods to rural Americans. Although a large number of consumers have moved their shopping online, many still prefer to look at an old-fashioned catalog before buying. Direct mail can entice and invite consumers to visit a website to order. A good mix of old-fashioned direct mail marketing, postcard marketing, and a robust website with search engine optimization techniques in mind is a winning combination to acquire, retain and create loyal customers – and make money in the process.Get Marketing Help – Fast

Pros and Cons of Wild Animals As Pets

Many people find the idea of having wildlife as pet as exotic and exciting. However, if you want a wild animal as a pet, you should have thorough understanding of the animal and its behavior and needs. The people who have these animals as pets are invariably trained to handle them, but even they will tell how unpredictable these animals can be. You may have read stories in the newspaper of zoo keepers being mauled by their wards.So, having wild animals as pets has become quite a sensitive and controversial issue. Some people like to highlight the pros, while others just point out the cons. However, both should be weighed equally and only then a decision should be taken to keep a wild animal as a pet.Here are some pros and cons of wildlife as pets.Sometimes, conventional pets like dogs and cats cannot be kept due to lack of space. In such circumstances, one can keep a wildlife like a hedgehog or gecko as a pet as they do not require that much space. Some wild animals have their own benefits. Like a hedgehog can be used to keep insects and others pests at bay in a house.


Often it has been seen purchasing a wild animal can be cheaper than purchasing a pet that is popular and has a pedigree.Also, many proponents of wild animals feel that some species have a better chance of survival if they are adopted. It has been seen that the dart frog is facing a problem in the wild as its natural habitat is diminishing. Hence, if this animal is adopted, it will have a better chance of survival.However, there are sufficient cons and disadvantages of owning wild animals as pets. First of all, one has to take into consideration the welfare of the animal. Having a wildlife means giving due consideration to its diet, exercise and social interactions. Often, the animal will not have any interaction with other animals of its own species and will be left to leading a lonely and solitary life. Also, the owners will not be equipped to provide proper care to the animals as they may not be well-versed in these things. Many wild animals look cute and cuddly when they are small. However, as they reach adulthood or sexual maturity, their wild side takes over and the animal becomes aggressive. This is the time many owners abandon their pets or give them away to zoos.Wild animals are carriers of many diseases that are lethal to humans. For instance, reptiles and amphibians are carriers of salmonella infection and each year thousand of people in the US contract this disease due to their pets. Also, rats imported from Africa are known to carriers of monkey pox. An outbreak of this disease occurred in the US in 2003 when Gambian rats brought in the monkey pox into the country.


Above all, the demand for wildlife as pet is increasing. So, many illegal traders are taking advantage of this demand. Most of the wild animals are captured and then transported in cruel and inhuman manner to reach their owners. In addition, majority of the owners do not know to take care of the animals and this causes them to fall sick or even die.So, weigh the pros and cons of having wild animals as pets before jumping to adopt one. Make sure that you are properly equipped to handle the care of the animal. Do not adopt one if you have any doubts.