Who should buy what you sell?

Part two of my four-part Marketing for the Best of Us™! Blog series, which answers the four critical questions for growing the revenue of any business.

Who Should Buy what You Sell?

If you are a typical business leader, you’d like your product or service to be purchased by scores, maybe thousands, even hundreds of thousands, of people.  Whether your business is just beginning or has been operating for some time, is selling to individuals or organizations, if you are determined to excel you’ll want to maximize the number of your buyers.

After divining your answers to “What are YOU selling?” (see my June xx, 2012 blog post), what’s the best way to determine which types of customers or clients are most likely to buy what you are selling?

To find out, let’s break down this process into digestible bits.

  • Hone in on those wants or needs that (your customers perceive) you are fulfilling when they buy what you sell?
  • Identify the customer characteristics (or demographics) that best represent your buyers.
  • Determine where your customers are located so that you can craft the most effective tactics for inspiring them to buy your product or service.

Wants or Needs

Remember from my June xx blog that, in addition to your actual product or service, what you really are selling is fulfillment of your customers’ wants or needs.  The nature of your product or service determines what those wants or needs are – perhaps convenience, timesavings, or prestige.  With this understanding of your customers’ wants and needs and how you can fulfill them, you have the basis for identifying which characteristics your customers possess that inspire them to buy what you sell

Customer Characteristics

Customers who buy from you and those whom you want to buy typically are labeled as your “target market.”  Customers in this group, your target market, are those which you are, or should be, trying to acquire.

Customer types can be identified by any number of telltale characteristics, such as income level, location, lifestyle, gender, age, race, personality traits, or types of activities in which they engage, to name a few.

The attributes of your product or service foretells those customer characteristics, which ultimately reveal the types and numbers of customers who will be interested in buying what you sell.   If you sell yachts, income level, location, and personality traits are likely to be relevant customer characteristics.  On the other hand, chewing tobacco probably appeals to those having a certain lifestyle and gender.

Truth be told, this process takes time and effort if you want it to be the critical component of your marketing program that it should be.  Gather as much relevant data from as many sources as possible to complete your analysis.  Here in Alexandria, there are several rich suppliers of these data, including: our very own Small Business Development Center; the Alexandria Economic Development Partnership; SCORE; the Small Business Administration (SBA);and Reference USA.

Locating Your Customers

The most efficient and cost-effective method of acquiring customers is from referrals made by satisfied customers and third-parties (your “evangelists”).  Which means that, if they’re not proffered voluntarily, referrals have to be requested – either directly (“Do you know anyone else who might be interested in my widget?”) or indirectly (“Submit a testimonial and the names of other buyers for a chance to win a widget.”).

Additional acquisition techniques for finding customers include cold calling, advertisements or commercials (newspapers, yellow pages, radio, television, Internet, smartphones), direct mailers, brochures & pamphlets, newsletters, social media, your (Search Engine Optimized!) Website, membership directories, customer lists, public relations, holding workshops, exhibiting at trade shows, and, importantly, networking.

By developing a strategic process (I use and recommend the Prospecting Pyramid™), you can transform prospects (from your target market) into customers by converting leads into qualified prospects into hot prospects into customers.

Peter Baldwin, with over 30 years of marketing and business development experience, is founder, Managing Principal and Chief Marketing Coach of MarketForce StrategiesTM, a business coaching firm specializing in the design of more effective marketing strategies for small-to-medium businesses that will  improve performance, attract more clients, and increase revenue.   


Buy American

With Independence Day just around the corner, it’s an appropriate time to remind everyone to Buy American.  It is important to the nation’s economy and it’s particularly important to small businesses.  Small businesses are the backbone of our economy, interact with other small businesses and cross-promote when possible: each one helping one.  They are a fine example of the generosity that America possesses.  Here’s a personal example.  Casart recently selected Homebody DC  as the location for a photo shoot.  The staging was done by stylist Samina Vieth and the photographer was Yulia Mikhalchuk.   All are members of the DC design community.

According to the U.S. Small Business Administration, small businesses represent 99.7 percent of all employer firms and employ just over half of all private sector employees. Small business have generated 64 percent of net new jobs over the last 15 years and pay 44 percent of total U.S. private payroll… As a nation, we must support this. Recent reports indicate that if each American spent a dollar a day onU.S.made goods this alone would create almost 1 Million new jobs in a year.  When you go shopping for your daily groceries, clothing or home improvement tools, start locally, buy American and keep our jobs here. Even if it costs a couple extra dollars, supporting small businesses is the only way we can get our nation up and running again.


Casart coverings is currently participating in the Chase/Living Social national initiative to help small businesses.  Small businesses can submit their application to be considered to be one of 12 recipients of a $250,000 grant.  To be eligible for consideration, the business must first receive 250 votes via Facebook by June 30th.  We would certainly appreciate your support ofAlexandria based Casart coverings in our effort to get those 250 votes.  If you don’t have a Facebook account, please tell your friends about it, ask them to vote and tell their friends.  We’ve set our goal at 15 votes a day and we are encouraged that we will reach the 250 votes with the support of other businesses, friends and family.  Here’s what you do:

Click Mission: Small Business.  Go to Support on the right side. Login with your Facebook account. Search for Casart in the businesses (no city or state needed). Click vote and please share with your friends.


Last year ABC News did a special about products that are made in America and how just increasing what we buy by 1- 2% can boost our economy.

The series took a family’s home and removed all the products that were not made in America. Surprisingly, this was the majority of what they owned. The challenge was to replace everything with items made inAmerica. The ABC team found most of the items here in the USA but they were hard to come by and had to be searched to be found. The only thing they couldn’t locate was a coffee maker. The family had to live without this. I don’t know if I could.

There are numerous web sites that list American made items and each week the Travel Channel visits a different city and features  American made products.


Americans Working lists these top  reasons why it’s important to buy American made products.

1. Jobs – Above all else, when you buy American you save or create AMERICAN JOBS! These are the jobs that are at the foundation of our economy, and have unfortunately been moving overseas, but by buying American you can help to reverse that trend.

2. Environmental – Many of the top countries where our goods come from have little or no regulations to protect
the environment, and the manufacturers have no regard for the earth and they pollute and abuse the soil, air, and the water. When you buy American you know there are regulations in place to protect the environment so our children can appreciate this beautiful country as much as we do.

3. Human Rights – The countries the United States import from often have nonexistent standards regular working conditions. Many of the factories producing US bound goods are worse than our prisons, and filled with children working extremely long days. No one wants to support that, and by buying American you know you aren’t we have regulations and agencies in this country to prevent those types of atrocities.

4. Democracy – Americans believe in and stand up for democracy whenever we can, and by choosing to buy American you are supporting the ideals of democracy.

5. Conservation – When buying products that are produced overseas built into the price is the cost of shipping that product all the way from that country to the United States, usually crossing the Atlantic or Pacific Ocean. This wastes an extremely large amount of petroleum and produces unnecessary emissions into the atmosphere.

6. Domino Effect – When you buy American that money stays in the United States. That money goes to pay the wage of many people that are directly or indirectly responsible for creating your product. Each of them in turn spends this money on goods (hopefully American made) and services, and the cycle continues. The more you buy American, the more the economy is stimulated, and the more jobs are created.  Plus, American workers pay taxes on wages earned in America.

7. MORE JOBS – For every manufacturing job there are FIVE additional jobs created. Do the math. Dollar for dollar it is a great investment in this amazing country!

It’s nice to know if my walls were bare and I wanted to decorate them that all phases of  Casart’s production are made in America, from the substrate’s manufacturing, the PSA(pressure sensitive adhesive, which is water-based), to the artistic creation and printing as well as the shipping. We’re doing our part to keep this economy going. These All-American, artistic stair risers can be found on our Architectural page.

Here are just some of the Patriotic Casart Design which along with all our wall coverings are Made in America!

We are proud to be        

Ashley Spencer & Casart Coverings Crew


Feature Image Photo courtesy of Patrick Hoesly 

Google to Great Webinars: Google Sites

Using Google to Be Found, Part 1 – Google Sites from Ray Sidney-Smith on Vimeo.

In our first Webinar, we present Google Sites, the Internet giant’s tool to help your Small Business quickly and easy draft, edit and publish a Web site in minutes!

Google describes its product as:

With Google Sites, you can easily create and update your own site. Google Sites allows you display a variety of information in one place—including videos, slideshows, calendars, presentations, attachments, and text—and share it for viewing or editing with a small group, an entire organization, or the world. You always control who has access to your site.

We go over you would use Google Sites to plan and implement a new site, how to modify the look and feel, how to navigate the basic and some intermediate features of the product. During the Webinar, we allotted ample Q&A time with our favorite “Google-ologist,” Ray Sidney-Smith, and had some great questions!

Do you have a question after watching the video? Ask it in the comments below, or tweet @w3consulting and include the hashtag #googletogreat in your tweet. We’ll post a video response to your question!

Casart Coverings Finds Inspiration From Maya Romanoff Wallcoverings. Where does your Small Business find inspiration?

After attending a wonderful lecture by Joyce Romanoff, President of Maya Romanoff handmade wallcoverings in March, I am now even more appreciative of their exceptional wallcovering now that I am more familiar with their process and their work ethics. I’ve been admiring this company’s products since I first saw their three dimensional Beadazzled™ wallcovering back in the late 80′s, when I attended one of the Design Houses at the Washington DC Design Center. They have since expanded this line to include Bauble, Geode, Leaf, Leaf Rain, Bijou and Marquetry. In fact, any image or photo can be “bedazzled” with hand applying glass beads over the surface. It’s quite stunning and looks like a beautiful, beaded ball gown.   

Maya Romanoff Bedazzled™ wallcovering

 Bedazzled wallpaper from Design House 2008

Joyce mentioned that their big break came when The Limited used their wallcoverings on columns on many of their flagship stores throughout the country. This helped bring broad public awareness regarding to the unique quality of Maya Romanoff wallcovering because they worked so organically well with the interiors while still making an impact.

All of their wallcoverings are handmade in some way — by fabrication and or applying a decorative finish. We watched one of the Maya Romanoff artisans show us a step-by-step demonstration of two different treatments. Many of the Maya Romanoff workers have been with the company for generations and the business is family run. I was surprised how similar the techniques were to what I and other decorative painters use for wall treatments. The difference is everyone has their own “special” ingredients for their paint wash and the substrates may be different. In this case, the finish, not unlike a brushed-on, sponged-off treatment with highlights, was applied over a clay-coated, crumpled, vinyl wallpaper.


The final result glistens. It looks wet but dries quickly with the clay treatment. It is installed flat but the crinkles and pockets of pooled pigment give the impression of a marble-like appearance

The second finish was applied over hand applied wood veneer panels, tiled as wallcovering, which almost seemed too beautiful to retouch.

This beautiful wallpaper can also be installed as ceiling tiles and with that little extra glint of crystal. Get the super glue. Yes, Swarovski crystals can be applied.

Maya Romanoff has quite a progressive history — having been around since 1969, when Maya, the company’s founder, reproduced his tie dyes as wallcovering. He is quite a successful hippie. Since then, they have led the way for producing the largest amount of handmade wallcovering, which requires a  traditional and professionally installation. They also have helped to employ and bring work to help several impoverished countries’ economies and have been given a lifetime humanitarian achievement award for their efforts.

Besides admiring their gorgeous wallcoverings and this company’s ethics, I can completely resonate with their philosophy:

  • They encourage creativity and risk taking while remaining true to business guiding principals.
  • With wall décor trends becoming more luxurious for residential and hospitality, they want their wallcoverings to have fine attention to detail without taking over a room but becoming organic with its surroundings and beautifully blend in.
  • They encourage their artisan creations to have the spontaneity and energy of a work of art.
  • They promote hand painted vinyl and realize wallcovering is not just for walls anymore and can be used on a multitude of surfaces.
  • Wallcoverings can be “green” with sustainable materials, longevity, and low VOC. Many of their wallcoverings will long outlive paint.
  • Their goal is to put the handcrafted back into value and balance handcrafted techniques with machine and technological production.

My fascination and admiration continues and even more so, after sadly learning that Maya now has advanced stage Parkinson’s Disease, so many of their charitable efforts go toward this funding. Take a look at the Maya Romanoff website; they continue to be a source of inspiration.

Although Casart Coverings does not have or could not afford to have this type of handcrafted production, we have designs that have been originally handcrafted. Our wallcovering materials, however, are not handmade and require machines and technology but the two do marry to create our final product. And of course, our wallcovering is removable and reusable and like Maya Romanoff’s can also be customized. We like this personalization part of our business. It keeps us close with our customers and helps us make an even more exceptional product to suit their needs. At present, we are really the only reusable wallcovering company offering such extensive custom services.

— Ashley Spencer


Make Every Day Earth Day

Make Every Day Earth Day at the Office
“Reduce, reuse, recycle.” Has this become the mantra of the first two decades of the 21st century? To a dedicated few perhaps, but so far most behavior change has focused on recycling , rather than reducing or reusing the products we use in everyday life.
To see if I am making a correct assumption here, ask yourself if your habits have changed significantly in the last few years regarding conservation, energy efficiency, and a lifestyle with less physical waste. For example, do you turn off the lights more frequently, use water saving toilets and energy-efficient light bulbs and (Energy Star) appliances, and turn off computers and other “idle” media when they are not in use?
At work, have you switched to lights that turn themselves off when there is lack of movement in the space (as at the Alexandria SBDC offices)? Have you stopped the bottled water habit and switched to water filtered at the faucet instead? Do you use ceramic coffee cups and plates and individual reusable water bottles instead of the use once and throw away variety? Instead of answering “paper” or “plastic” at the supermarket, many shoppers, although still usually a minority, now bring their own multi-use non-woven or other grocery shopping bags. They are sometimes rewarded with five cents off at checkout. Some municipalities such as San Francisco have gone as far as banning stores from providing plastic bags and business seems to be thriving in spite of this minor inconvenience.
Surprisingly, changing behaviors can be good not only for the environment, but also for a business’ bottom line. There are plenty of ways to make a small environmental contribution and save the business unnecessary expenditure at the same time. Builders can construct energy-efficient buildings that are attractive to prospective tenants, and they do not have to become LEED-certified to do this. You, as a business owner, can reduce and reuse, as well as recycle, within your office or workspace and set an example for employees, customers and the community. If you develop a reputation as an environmentally-friendly business, that might help to attract new customers or solidify relationships with your existing client base.

Three Simple Steps

  1. Paper – certainly something that can be reduced, reused AND recycled. While not easy to go paperless, reducing paper output, and using both sides of the paper are easy steps in the right direction. It will also decrease the ink cartridge bill, which can be significant in itself.
  2. Mail – cutting down on snail mail will have an immediate impact. Fax, email and social media have reduced the need for using the post office, UPS or FedEx.
  3. Lunch room – providing a refrigerator and microwave oven for employees will be popular with staff, and will encourage them to bring food and beverages for lunch. Provide a way to filter water from the faucet to discourage the throwaway plastic water bottle habit and encourage staff to bring their own reusable water bottles. Plastic plates, utensils and cups are not necessities. Paper napkins may be harder to relinquish.
If you have the budget and opportunity to do some branding and be environmentally-friendly at the same time, there is an increasing choice of products made from recycled materials (e.g. pens or t-shirts made from plastic water bottles), reusable bags, including lunch bags, water bottles, and many other everyday items used in a typical workspace.
So, although there is only one official Earth Day, and it falls on Sunday, April 22, 2012, every day can be an opportunity to make a difference in our own consumption patterns. If we remember to “reduce, reuse and recycle” we can continue to make an individual and collective impact on conserving our scarce resources and the environment we are fortunate to live and work in, here in Northern Virginia.
The author, Judith Harley, owns and operates Oxford Communications, in Alexandria, Virginia. Oxford Communications provides branding for businesses, associations and non-profits through the use of custom-imprinted promotional items, corporate apparel and business gifts. Oxford Communications is known for providing creative environmentally-friendly options for clients.

Celebrate Earth Day by Recycling Your E-Waste!(ourtakeongreen.com)


Photo courtesy of NASA Goddard Photo and Video

Effective Business Writing: The Seven Keys for Small Business Owners

The Seven Keys to Effective Business Writing from Ray Sidney-Smith on Vimeo.

Eliza Dolin, of Ivy Quill Communications, presents a summary of her recent workshop at Alexandria Small Business Development Center on “The Seven Keys to Effective Business Writing.”

Facebook Timeline Comes to Brand Pages

W3 Consulting's New Facebook Page Timeline

If you’re like most Small Business owners, your Facebook Page stood the same way today as it will tomorrow. However, Facebook has changed your Page to the new Timeline format whether you, I or your customers like it or not. Actually, they did so on March 31, 2012. Facebook is not where I engage my target audiences primarily so all I do is typically syndicate curated content and self-published content to our Facebook Page (like my blog posts and tweets), but for many Small Business owners it is currently their main Social Media hub. (My Facebook Page with all of 26+ Likes would have stayed the same, except that I posted a coverphoto to my Facebook Page in anticipation of writing this post today.) I am writing this article to educate you about the good, the bad and the ugly (sorry, there’s not much good here) of Facebook Timeline, in hopes of providing you with a small business strategy to leverage the change to benefit your bottom line.

Continue reading…

Meetup — The Small Business Marketer’s Paradise

Meetup logo

If you’re a Small Business owner or marketing professional in a small business, you undoubtedly find yourself at a point where you go to networking events and keep running into the same people over and over again. The monotony is not only mind-numbing but it’s also bad for sales as you’re not building new leads for your “trusted referral partner” network by seeing the same folks all the time. Well, worry no further as Meetup™ is here! Er, they’ve been here for more than a decade, but we won’t mind that little detail. So, what is Meetup and why does it matter to Small Business marketing?




September 11th changed the world; strangers helped strangers that day in remarkable ways Scott Heiferman recognized. He wanted to keep that momentum going and it became the inspiration for Meetup.com. Meetup, according to their own website, is:

Meetup is the world’s largest network of local groups. Meetup makes it easy for anyone to organize a local group or find one of the thousands already meeting up face-to-face. More than 2,000 groups get together in local communities each day, each one with the goal of improving themselves or their communities.

Meetup’s mission is to revitalize local community and help people around the world self-organize. Meetup believes that people can change their personal world, or the whole world, by organizing themselves into groups that are powerful enough to make a difference.

I enjoy seeing the “Do something • Learn something • Share something • Change something” motto when you visit Meetup.com before logging in, and that’s the essence of what makes the platform so versatile. I feel like they should add “in real life!” to that message because that’s the key component to what I think Meetup does. It bridges the digital-analog divide so many of us face today with digital (email, phone and text message) and Social Media communications as our primary business contact throughout the workday (and perhaps even more so in our personal lives, trying to stay in touch with family and friends with ever-increasing work hours and workloads). All the Meetups are live, in-person group meetings coalesced around a shared interest. And, what does this have to do with your Small Business marketing efforts you ask? Read on!



Whether you’re trying to build your Small Business brand, increase sales to your local boutique or retail shop, or want to learn how to build a smartphone app, there’s a community of not only your target audience on Meetup but also like-minded small business entrepreneurs getting together to help you! That’s the power of Meetup! These meetings are usually free (though I believe in the give-what-you-can model since it does cost Meetup Organizers to create a Meetup group on Meetup.com and other administrative costs, plus the value of their time), you can see who’s going, and you can ask questions, share and collaborate before and after the get-together through Meetup.com.

I know that today with the proliferation of Web marketing, it’s easy to think that focusing as much of your resources on your Web presence is important but even I (a Web and digital business strategist) think that all the Web has to offer is worth nothing if it doesn’t make our physical, real world lives better! So, sign up for a Meetup account today, type in your industry, professional, service or product (or a current challenge facing your business), and RSVP for a Meetup in your community soon! You’ll be glad you did.