Less
Can Be More:
Businesses for People Who Don't Like to Market
Many would-be
entrepreneurs get frightened off by the thought of marketing. They tremble
at the erroneous notion that marketing is about finding universal acceptance,
and they assume they're doomed to a life of rejection or cutthroat competition.
If that sounds
like a thought you've had, let me suggest that you consider another possibility:
What if you created a business that was designed to serve only a few happy
clients? What if that business measured its success not by the number
of units sold, but by how well it did in finding a simpatico clientele?
If you're
a person who thrives on relationship building, a personal service business
with an elite client base could be perfect for you. This focused kind
of business is appealing to people who love personal attention and are
looking for ways to save time.
To create
such a business, consider your passions and talents, then put them in
a package that only needs to be marketed a few times. Keep in mind that
the kinds of businesses I'm suggesting here often rely far more on word-of-mouth
marketing than on conventional advertising and promotion. Provide a needed
service and do it really well and you will devote little time to marketing.
Assist
someone. Personal assistants aren't just for movie stars, although
many celebrities employ them. A personal assistant needs tact, integrity,
good people skills and a sense of humor. Many personal assistants work
for only one client at a time, doing everything from running errands to
making appointments to keeping the client's life running smoothly. Rapport
with your client is absolutely essential or this kind of business will
be a nightmare.
The new version
of this service is the virtual assistant who helps clients handle the
details of their business or personal life using technology more than
face-to-face contact.
Train
a body. Personal trainers have been popular for some time. Busy
people, who can't find time to get to the gym, often employ trainers to
keep them in shape. Trainers may work odd hours (early morning is often
popular) and have the added challenge of working in the client's home
— which may or may not resemble a gym. Trainers are also involved
in designing a workout regimen for the specific needs of their client
and acting as a motivator for reluctant clients.
Cook
a small feast. Personal chefs are replacing takeout and frozen
dinners. Some chefs cook in the client's home, preparing a week's worth
of meals, which are stored in the fridge or freezer. Others cook in their
own homes or commercial kitchens and either deliver meals or have them
picked up at the end of the day. In addition, some personal chefs add
catering to their line-up of services.
Run
around. Not long ago, I spotted a car in a mall parking lot that
had a door sign listing numerous errand services the owner provided. Errand
services can include anything from standing in line to get concert tickets
to taking elderly folks to the doctor.
Many errand
services specialize by doing things like picking up kids after school
and taking them to karate class. You've got to love driving in order to
make this work.
Go
shopping. It comes as a surprise to power shoppers to learn that
everyone doesn't share their passion for shopping. Even with the popularity
of online buying there are still plenty of things that require a trip
to the store. Personal shoppers can provide the solution for those that
think it's a drag.
A young woman
I met — right here in Minnesota — did shopping for movie and
television productions. Props, clothes and accessories are all part of
the storytelling process, and it's often easier to hunt them out rather
than create them in a prop or costume shop. This one's a natural for savvy
shoppers.
Care
for property. Absentee owners often have need of a responsible
person to live on their property and take care of things. Caretaking offers
a wide selection of opportunities from yachts to ranches to estates to
small properties. Responsibilities are as varied as the situations themselves.
The possibilities
for creating a unique service with a handpicked clientele are truly limited
only by your willingness and imagination. While it may take a bit of detective
work to get it just right, your perfect business could be just one client
away.
There's
more where this came from.
Order Winning Ways now!
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