​Do you have a limited marketing budget? Do you think what you can accomplish with your budget is less than ideal because you don’t have the money of a large company? While that may seem true, there is one thing you can do to really move the dial and maximize your small marketing budget. Sure, there are many ways to get “free” marketing through social media and growing your referral network but using funds in a targeted way can have a huge impact on obtaining more customers and showing the community who you are. 

​Have you ever seen the movie Up? In it, there’s a scene where a talking dog (he has a collar that translates his thoughts) is explaining his voice, only to be derailed by the passing of a squirrel. You may know this example as “shiny object syndrome.” Whatever you call it, it’s becoming a big problem for businesses and entrepreneurs. Here’s why and what you can do about it if it’s interfering with your success.

​If this article had been written in the 1990s, it would have meant something very different. Back then, personalization meant mail merges. The fact we could personalize communication to include the recipient’s first name (and later other fields), was the coolest thing ever. It showed someone who really knew how to use Word. These days when we talk about the power of personalization, we’re not referring to using someone's name in an e-mail or letter. You should be doing that anyway. What your customers expect is a lot more complex but can drive a large number of sales when done well.

​It’s predicted that by 2040, 80.8 million residents of the US will be over the age of 65 (currently, we’re at 47 million). That’s more than double the number in 2000. While we can wring our hands all day worrying about things like social security and healthcare as the population ages, an older demographic can also be a lucrative market to explore for your business. With more people staying active longer, they’re more apt to make their own buying decisions as well. In the past, many seniors got to an age where younger relatives or caretakers were making their purchase decisions. That’s no longer the case. Plus, many seniors are working longer. In some cases, this means more disposable income.
 
Here are a few things you can do to be more appealing to an older demographic.

​Unless you are extremely fortunate, there’s a lot of competition out there. Your product or service must compete against a host of other businesses not just in your town but, potentially, across the globe. You’re also in competition with inaction or doing nothing at all.
 
If you haven’t analyzed the competition lately, you may be surprised by the competitive landscape. This morning, I discovered the design software Canva has launched an auto-writing feature so now I (along with thousands of marketing writers) are now in competition with AI, of all things. And while I can spend hours writing about how AI-generated content will never be able to trump the acerbic wit of my fellow humans, the truth is that some people will choose to go with the machine rather than hiring it out. The same may be true for your business.
 
So, what can you do?
 
You must find a way to become indispensable. Here’s how:

​It's a noisy world out there and there's lots of competition. If you want to stand out, you must provide excellent value and persuasive copy. Without these two things the holiday season will not be the boon you are hoping for. Luckily, creating copy that drives your audience to action is very easy during the holiday season. While many people have a strict budget this year, they want to provide a nice holiday for their friends and family. That means they are looking to buy. Here's how you can help them decide to buy from you.