Ask small business owners what they are afraid of most in their businesses and you typically get one of two responses: marketing and bookkeeping. Were going to tackle just the marketing side today and leave bookkeeping for another day.

Its all too common for small business owners to avoid marketing their businesses until they need to. Need meaning that they need more money and, therefore, additional clients. In reality, small business owners are no different from larger companies in that they should be marketing themselves all the time.

Despite that fact, I often hear the following from my clients:

I hate marketing.

I dont like the thought of having to sell myself to people.

Im not comfortable cold calling.

The above all boil down to the same thing: a lack of understanding about what marketing can and should be.

Marketing is not about opening the phone book and calling everyone to see if they want your services or spamming every email address you can get your hands on.

Marketing allows you to get the word out about your business. It allows you to tell people who you are and what you do so that when they need you and your services, youre there. Youve already established a relationship through your marketing, even if youve never actually spoken with them before. Studies show that it takes a person seeing/hearing about you 7 to 10 times before they remember you. Consistent marketing to your target audience is critical.

Developing a marketing plan that fits not only your business, but you personality is a critical part of being a successful business. Maybe youre the type of person who loves networking meetings, running a trade show booth and participating in lots of public events. Conversely, you may detest networking events and shun anything remotely related to the public. It doesnt matter. The important thing is to know yourself before you write your marketing plan.

Are you an extrovert?

If so, go to the networking events; arrange to have a booth at your target audiences trade shows; host teleclasses. Work these types of campaigns into your marketing plan.

Are you an introvert?

Send newsletters (online or offline), participate in online forums (such as Yahoo Groups or Ryze), do direct mail campaigns to your target audience.

You get the idea make your marketing plan and activities work with you rather than against you.

The overall goal of your marketing plan is to create campaigns and action steps that reflect your personality while insuring that your marketing funnel remains full at all times. A full marketing funnel has all of the following:

1. Prospective clients who have just heard about you.
2. Prospective clients who recognize your name when they hear it.
3. Prospective clients who feel they know you and that youve developed a relationship with them.
4. If the time is right for you both, prospective clients who become clients.

It will take some time to get to this level particularly if you are just starting out. And thats okay.

Just remember that marketing your business is a full-time activity and should reflect you just as performing your service does. Have some fun with it!

Sandra Martini

Ever since I was a young girl growing up in a small town in Massachusetts, I've loved helping people succeed. My sisters used to call me "The General" as I constantly told them how to do this, that or the other. Friends would refer to me as "Counselor" as I was always asked for my advice and recommendations on how to handle various situations.

I left that small town for Washington, DC where I attended college and spent the next 11 years working within the Federal Government. While with the Peace Corps, ACTION, and AmeriCorps federal agencies, I honed my skills in the areas of marketing, project management, and finance.

It was my life, I loved it all -- from planning the most minute details of Presidential events to estimating the needs within the intricacies of a Federal agency's budget! I had a natural talent for getting things done and making things happen and often got the projects no one else wanted. I realized at that point, that there was an opportunity. While discussing this with a colleague, I was encouraged to start my own business helping other small businesses with their difficult tasks -- the entrepreneur in me was unleashed!

After I returned to Massachusetts, I spent the next 7 years within "Corporate America." In New England, the perception is that success comes from prestigious positions with large corporations. I followed this path as Director of Operations for a nationwide satellite television company. It was a great job and I learned a lot, but corporate life wasn't for me -- I didn't want the commuting, corporate politics, and the thought that someone else was benefiting from my hard work. I wanted MORE for ME, I wanted FREEDOM, INDEPENDENCE, and PERSONAL SUCCESSES and began dedicating nights and weekends to rebuilding my business.

As a result, I've been a very successful solopreneur for several years now and wouldn't trade it for anything. I love the feeling of helping other entrepreneurs and service professionals realize their dreams!