Everything you do, say, wear or hand out tells potential customers something about you. No doubt you already take the time to dress appropriately for your market. And you're likely familiar with the drill on firm handshakes and have banished the "dead fish" and the "vice grip" from your repertoire. But there are any number of other small changes that you can make to boost your presence. And the good news is they cost little or nothing.

1. Check the sound of your voice mail message.

I can remember the first time I played back my voice mail message. What I thought was sophisticated and business like, was actually lifeless and boring. My second try wasn't much better because I went over board on the energy and ended up sounding a tad manic. Thankfully, every voice mail system I've encountered lets you change your message repeatedly until it conveys the personality you want your customers to hear.

2. Practice leaving voice mail messages that people will want to return.

Of course, you always leave your name, number, and a brief-very brief-explanation of why you're calling, but can people understand your messages when they play them back? You're aiming for not too fast and not too slow. That is, not so fast that listeners need to replay your messages three times in order to get your phone number straight, but not so slow that you put them to sleep. Our indispensable cell phones have added a new twist to message leaving-background noise. You may be focused enough to block out the traffic or your neighbor's conversation, but over the phone it only serves to blur your message. Find a quiet spot before you call.

3. Add a message to your email or fax.

Make it easy for your customers to get back to you by including your company and contact information on every email and fax. While you're at it, why not add your company's tagline? (A tagline is a standard short sentence summing up the company's benefit. You usually see it after a company name.) You could also invite your recipient to visit your website or promote a special deal. Just keep it brief and out of your main text.

4. Make sure you're name is on everything you hand out.

This can be as simple as using one of your own cards to write out a referral, rather than borrowing one. And when giving a presentation, make sure your name and contact information is on every page of your handout. If your cover page gets lost, people will still know how to contact you.

5. Make yourself visually identifiable.

No, you don't need to wear a clown's red nose and wig. You do, however, want people to remember you. For instance, when attending a function take a moment to make sure your name tag is clearly visible. (It belongs on your RIGHT side, by the way. It's easier for people to read that way.) You might even consider having a custom-made name tag. Your name and company will always be correct and, in case your handwriting is as bad as mine, you won't be faced with trying to legibly print your name on one of those sticky peel-off tags.

By now I'm sure you have the idea. Small and subtle changes add up over time to reinforce your message in a big way. In the next issue we'll go into a few more simple marketing methods. These require a little more effort, but offer a lot more return. In the meantime, I'd love to hear about small changes you've made to successfully market your business. Little things really do mean a lot.

Elyse Thierry is a freelance copy writer with more than 20 years experience in marketing communications. Her clients have included Marshalls/TJX, Grand Circle Travel, NEBS, and Golden Circle's Dale Midgley, among a long list of others. You can contact Elyse at ElyseT@adelphia.net.

Everyone that is self employed should hire their spouse as a sub contractor to save $60.00. It is important that they be paid no more than $425.00 in order to get the savings. You would not be changing your income tax liability, only your self-employment tax. By using the IRA computation to figure the amount owed for S/E tax, $425 is below the level for paying that particular tax. So hire your spouse to do something that is not directly related to what you do, such as help with bookkeeping if you are in the business of construction or sales.

Your children under age 18 can be paid much more as employees even if you don't have anyone else on the payroll. You would not even need to provide them with a W-2 unless they also work somewhere else and will be filing their own return or they are required to file for any reason. If you are putting money away for your children's education, consider doing it through payroll so it can be deductible.

H&R Block Franchise Owner
Vickie Croteau
(207) 793-2041