Small Business

Thursday, February 7, 2008

The Ins and Outs of Credit Card Debt Settlement

by: Kevin Erickson

Are you a self-confessed shopaholic who buys anything and everything that you get your shopping addicted hands on? Such thoughtless and impulsive buying will most likely result in the accumulation of a bunch of junk that will simply collect dust. Can you even remember that silk scarf you just had to have and since it was a virtual steal at 50% off you just had to buy it? Where is it now and how many times have you actually worn it? Is it still fashionable?

If you're like most people, chances are you'll have to rummage through bins and bins of collected shopping "litter" which you've accumulated through the years, just to be able to see that once precious scarf. You may still be in a state of denial by saying "Fashion goes round and round and that scarf will have its shining moment once again."

Unfortunately, many people fall into this mode of impulsive buying that they really can't afford and before they realize it they become saddled with debt. If you fall into this category, you'll soon need to learn a thing or two about debt settlement which can assist you in extracting yourself out of that self-imposed state of financial trauma and begin to start rebuilding your life bit by bit. And the time to start is now! Of course, you have to be honest with yourself, admit that you've got a serious debt problem and then humble yourself enough to seek the help you need to pull yourself out of this devastating ordeal.

First things first, a lot of people may actually think that they only have a few choices when it comes to solving their debt problems. The two most common options for those who are burdened with enormous amounts of debt are either to consider declaring bankruptcy or debt consolidation. Unfortunately, if you take the easy way out by declaring bankruptcy, it will leave an embarrassing and indelible mark on your credit report for up to 7 years, which will result in higher interest rates, less credit and if you try do qualify for a mortgage (some lenders do give loans immediately after bankruptcy) you will most likely not be able to get a loan to cover 100% of the financing you need. Normally, an 80% first mortgage and if you can get a second mortgage, it will be at much higher interest rate and probably only 10% of the loan value for a total of 90% of the loan to value and you'll have to come up with 10% down.

Clearly, everything will come with a higher price for a period of time but you'll have to weigh that with a straight debt consolidation solution in which you pay off your debt. However, in many cases you can negotiate with the collection agency and it's realistic to get 25% - 50% of the debt forgiven, if you can show that you'll continue to make monthly payments until the remainder is paid off.

Many of the debt settlement / debt consolidation companies were actually established by the credit card companies themselves. Why, you ask... because it only makes sense for the credit card companies to help you pay off your debt because they can either forgive some of the debt or reduce the interest rates, lower the monthly minimum payment requirements or some combination and get paid a portion of the money owed or receive nothing if you declare bankruptcy. What would you do if you were in their shoes? The answer is obvious. This is why a lot of people who have been saddled with debt are now being offered debt settlement. Of course, not all debt consolidation service companies are owned by credit card companies but many are.

Some groups offer debt settlement programs through arbitration. The "selling point" when it comes to these kinds of solutions is that debt settlement will actually help end your debt problems, without having to go through declaring bankruptcy, without having to pay overcharged debt consolidation program fees as well as helping you avoid getting caught in the debt consolidation trap that a lot of people have fallen victim to.

In many cases, what the organizations do that offer debt settlement services is negotiate your debt down with the collection agencies that have been given your case. I would encourage you to contact a number of companies to ensure you feel comfortable and that you are working with a quality company that doesn't over-charge you for their services.

On the other hand,if you would really like to save money, which only makes sense since you are already heavily in debt... then negotiate with the collection agency yourself. It's not difficult, rather than getting upset when you get called night after night simply tell the collection agency rep that you would like to pay off your debt but you can only do it if you can get it reduced and then ask them that you would like to get the debt you owe reduced by 50% - 60%, even 75% and ask them to see what they can do. Ask for a lot up front because as in any negotiation there's always a give and take. Believe me, they will go to work for you and your offer will be seriously considered because they only get paid when they collect and it's better to get their percentage on a smaller amount than "diddly squat" on the full amount.

Of course, you'll have to decide what route you want to take... bankruptcy versus debt settlement but shop around and realize that you do have options. The internet is full of companies offering their bankruptcy or debt settlement services, but be careful and don't let them push you around and never work with anyone you don't feel 100 percent comfortable with.

About the author:
Kevin Erickson is a contributing writer to the following websites: and This article may be reproduced only in its entirety.

The Importance of Personal Background Checks

The Importance of Personal Background Checks -

by: Steve Valentino

The purpose of personal background checks is to get a feel for the applicant’s character. Personal and professional references are a good starting point, however, experts in the investigative field caution employers on using this method solely. Prospective employees are obviously going to give references of people whom they trust will provide a good character reference for them. Those references may not necessarily be fabricating information regarding the applicant; they simply may not know pertinent information about him or her.

Another method employer’s use is obtaining a credit report on the prospective employee. While privacy advocates argue the necessity in reviewing credit reports, many employers find them to be full of important information. An employer can determine what types of credit accounts the applicant has open and their history of paying bills on time. For some employers, this is a good indicator of how responsible of an employee he or she will be. Employers also may draw a correlation between credit history, job performance and employee retention. Though these conclusions are heatedly debated, according to the Fair Credit Reporting Act, employers do have the right to investigate much of a person’s credit history as a pre-employment tool.

Credit reports also contain pertinent job and address information. Some employers and private investigation firms use credit reports as a means of cross-referencing information supplied on the employment application. Though credit reports contain much needed personal information, they should be used in conjunction with other personal background check methods in order to have a well-rounded view of the applicant’s character and ability to perform the job duties.

This type of consumer report also contains information that may be valuable, although legally questionable, to the employer. Age and marital status are data that are often reported. Employers should already be familiar with privacy and equal opportunity legislation and be careful not to discriminate on the basis of these facts. The purpose of performing personal background checks is to ensure the safety and security of the company and violating Federal laws is out of the question.

Identity theft, criminal prosecutions, outstanding debt and bankruptcies are all examples of information that can be acquired through a personal background check. As an employer, it is your responsibility to only gather what information you need; information gathered should be directly related to the safety and quality of the company and more specifically, the job performed. For example, if a company needs to hire a receptionist, it might not be necessary to know whether or not he or she has filed bankruptcy recently. Other than using that as a tool to judge character, some information gathered through personal background checks may not be relevant to the position.

If an employer should require a more extensive background check, things such as who someone has dated, use of alcohol or drugs or personal lifestyle can also be obtained. Usually when a firm investigates a person’s background, they may interview neighbors, friends, associated, former co-workers and others to gain a picture of the person as a whole. Some of the information may be of interest to the employer and some may be irrelevant. It is important when hiring an investigator, to let them know specific information you are looking for.

When investigating a prospective employee’s background, it is vitally important to be honest about your intentions. Federal law requires employers to provide separate consent forms for each type of investigation to be conducted; it is also good business practice to be forthcoming about these matters. Background checks on employee’s can save companies money by avoiding potential lawsuits, theft, and costly employee retention. It is usually best to outsource the work to a private firm, if the information is very detailed. For some employers, searching at the local or state level is much more cost-effective and may produce the results they need without outsourcing.

About the author:
Background Checks Info provides detailed information about criminal, employment, online, executive, and personal background checks. Background Checks Info is affiliated with Original Content Web.

The Basics of Borrowing Money

by: Jose Valdez

Are you thinking about starting a business but have no money to do it with? Well, you're not alone. This article will tell you the basics of borrowing money.
A loan is money that is borrowed, and has to be paid back along with interest. If the money is borrowed from an institution such as a bank, this is called a commercial loan. Money that is borrowed from a friend or a relative is called a personal loan.
The borrower, or debtor, is the business or individual that takes out the loan. The lender, or creditor, is the source from which the money was borrowed. The term, or period, is the time that is specified during which the borrower has to use the money borrowed before he has to repay the loan. The maturity of a loan is when a loan term reaches its end. The Principal is the amount that is borrowed from the lender. When you or your business borrows money, the lender wants to know when they will get their money back. Keep this in mind when you are looking for a lending source.
If the business is not able to repay the loan, the lending source has a right to legally come after assets to recoup it's money. The extent to which you are personally liable depends on the business structure your business is operating under.
If you are approved for a loan, that you will have to make scheduled payments (typically on monthly basis) plus interest. A loan can sometimes be set up as a balloon loan. A balloon loan will typically require smaller initial payments and one lump sum of what was borrowed as the final payment at the end of the term.
Borrowing from Institutions
Business loans generally fall into two main categories: short term and long term loans. A short term loan is a loan that is to be payed back within one year. Examples of short term loans include:
Working capital loans
Accounts receivable loans
Lines of credit
Long term loans are loans that are to be payed back typically from one to seven years. Long term loans are typically used for:
an expansion of a business
the purchase of equipment
real estate
Most business loans that are used for starting a business are long term loans.

When you approach an institution for a business loan, it will be looking at you as the business owner as closely as it will be looking at the business itself. One of the ways lending institutions make money is by lending money and they want to be as sure as possible that they get back their money with the interest owed.

The time between applying for a loan and learning that you have been approved (or disapproved) can vary. If you are disapproved, you may be told almost instantly. If you are approved, it may take a few days though it usually takes longer. It may even take several months to learn whether you or your business has being approved for the loan.
Borrowing from Family and Friends
If you don't want to, or can't get a commercial loan, you can consider getting a private loan from family or friends. This is usually real informal. However, you need to be careful because this can lead to ruined relationships.
If you are getting a private loan, it is in the best interest of the lender to have an agreement put in writing. The written agreement should state the principal, the interest charged and the terms of repayment. This puts the lender in better position either write off the loan on his or her tax return or to legally come after you.
You are free to reprint this only if the article text link is included:

If You are Starting a Business visit www.AGuideToStartingABusiness.com
Jose Valdez is the owner/operator of www.AGuideToStartingABusiness.com and www.AllHomeBasedBusinessIdeas.com

About the author:
Jose Valdez is the owner/operator of and

The Art of Employee Motivation

by: John Morris

If you think that your employees’ poor performance on their designated jobs is costing you a whole lot of loss profits, then instead of just doing a total overhaul of your employee roster, why not try to do some employee motivation tactics to get them to actually come around and be able to save your company from looming bankruptcy. It really is fairly easy and simple to rouse some employee motivation, you just have to take these techniques to heart:

People nowadays are concerned of the lack of importance that is being put into health care plans. Is your company one of those companies who does not provide their employees with the health benefits that they should be entitled too? This is a possible reason why your employees’ morale are down. You need to reassess the situation and try to give them the health benefits that will ensure them that they will be protected by the company that they have been loyal even in their times of sickness. Always remember that a happy worker is a satisfied worker so make sure to use this employee motivation tool in order to give your employees morale a much needed boost.

Remember, companies are usually employed with some women who will, most often than not, become mothers. So it is highly important that you know their needs especially during the time when they would want to avail of their maternity leave. It is important that your company, no matter what kind of product or service you offer, is always sensitive to your employees needs, no matter what gender.

When it comes to having a good health plan for your employees, you must be sure that your health plan is actually of any good or else it would not really do any good to your employees’
morale. Make sure that the health plan will be able to cover all their basic needs and it wouldn’t really hurt if you throw in some added kicks.

Basic health care plans that you can use for employee motivation actually covers the following: full coverage for any basic illness or injury, coverage of hospital payments in case the employee has to be checked in at the hospital or if there are some minor surgeries that need to be done.

Added benefits to further boost employee motivation through a health care plan is through having their dental health covered as well as their optical needs, eyeglass subsidies as well as free dental cleaning and check-ups will be a good treat for your employees and will surely be a great added employee motivation move.

Apart from having a good health care plan for your employee motivation tactics, you must also be able to provide for them some other additional care such as an insurance plan which they can rely on in case something bad happens to them and they are still of service to your company. Even if this employee motivation move will not be availed by the employee’s family during the time of his or her service, your employee can still choose to continue on paying for the premiums of the insurance plan even after he or she has retired from your company. Unfortunately for your employees, once they resign
from a job position at you company the said insurance plan will be revoked since the company will not be able to play for your insurance premiums anymore (remember, all the payments from these employee motivation tactics will actually come from the employee’s salary).

Another great employee motivation move for loyal employees of your company is to have a car loan ready for them, employees who have already served some considerable amount of years in the company should be entitled to a car plan wherein deductions from their salary will be used to pay for their vehicle of choice. This is a great employee motivation move since those who are not able to afford a car (a brand new car at that!) would actually want to continue staying in your company because of this added employee motivation benefit.

From time to time, especially during special occasions, you need to be able to give your employees some added morale boost by organizing events or parties that will foster camaraderie among your employees. A little good time certainly wouldn’t hurt anyone and this will all be in the spirit of good ole’ company fun. Employee motivation directed events such as Christmas parties and company picnics are surely a welcome treat to your seemingly overworked and over fatigue employees.

You must also remember to give your employees some time to unwind like providing your regular employees the benefit of having a two-week paid vacation leave. That’s the least you can do for your employees who you have held captive for the majority of the year in your office.

These are really simple and easy employee motivation tactics that you can do in order to boost your employees’ morale and be able to ensure a good upkeep of your company.

About the author:
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Stuck With A Zero Marketing Budget For Client Gifts?

by: Sean D'Souza

Would you really dare to give each client a gift of $500 this Christmas? What about something worth $2000? Or maybe $5000?

You think I’m joking right? I mean, here you are struggling with your 50 cent marketing budget and I’m giving you the key to your bankruptcy. At Christmas time, too!

Step up to the roller coaster and you’ll find out how Marie beat the system with some simple, yet smart marketing tactics and how you can too. Yeah, just like that…

Marie Ain’t No Santa Claus!

Nope! She’s just like you and me.

She can do the Ho! Ho! Ho bit, until she’s faced with the prospect of expensive client gifts. Oh sure she wants to revel in the spirit of giving, but her bank balance is screaming for some mouth to mouth resuscitation. And that’s something she can’t ignore.

What’s Worse Is Marie’s Clients Probably Won’t Even Like The Gifts!

Look at yourself. Did you really like that burgundy sweater you got last year? Or that gift basket full of calorie-ridden chocolates that made you wish you hadn’t seen them at all.

Let’s face it. Murphy’s Law, kicks in bigger and bolder at this time of the year than any other. On average (and often because you’re buying gifts in bulk) you’re giving your client a gift that’s so far off the mark that you might as well throw it in your own trash can and save him the trouble.

How Can Marie Play Scrooge And Santa Simultaneously?

There’s one simple concept every business ignores. It’s called Spare Capacity. Hotels are never totally booked, flights are never quite packed to the gills, and by golly, most businesses like yours and mine (no matter how busy) always have some free space and time.

Marie could use this factor to her advantage. If she approached my business, these are the steps she would logically follow.

1-2-3, Cha, Cha, Cha (Here Are The Steps!)

Step 1: It’s all in the way Marie puts it. If she simply asked me to speak to her clients, I might decline, but if she made it extremely tantalizing, I’d be only too willing.

“How would you like to meet with 20 new clients, that would be very keen to do business with you?”

That kind of question would get my curiosity wound up pretty quickly. She can then explain how she would be introducing me to 20 of her top clients. All I had to do was offer each of them an hour of my time. If I did a good job, I would get a whole bunch of new clients that would be quite eager to meet me.

Let’s say I charge $500 for a consultation. Marie could qualify her clients well, and give them each a voucher to meet up with me. In this consultation, they would have the opportunity to throw me any of their marketing issues and I would have the chance to wow them with my fancy footwork.

Step 2: Once we’re in agreement, she would create a voucher that she can give to her clients. This voucher offers them the specified time at my convenience (I only need to meet them in my free time). This voucher would offer them the benefit of some radical, unusual marketing either via the net, phone or in person. To make the deal sweeter, Marie could offer me 20 hours of her time to meet my clients.

Step 3: We give these vouchers to our respective clients for Christmas. We tell them that we’ve bought them a gift that will help them tremendously in their business and that the gift is worth $500 or $2000, as the case may be.

Any one of those solutions would be worth anything from $200 to $20,000, depending on what the client did with the idea.

How does that compare with your $20 gift right now?

Where Do You Start Looking?

There are no rules. Just because you sell product, it doesn’t mean you have to do this Christmas swap with products.

If you sell products like beds, start looking at chiropractors, massage therapists, interior designers. If you look around you, you will find dozens of businesses that will be more than willing to play Christmas gift if there is something in it for them.

If you sell services…ditto. Look for services as well as products. Every one has spare capacity. Services are most highly valued because they’re abstract and based on the person themselves, but you can find products that are sitting in someone’s warehouse and they’d be glad for you to take them off their hands, in return for access to your top clients.

Best of all, this solves the problem of the suitability of the gift. Wouldn’t a business be more excited by a highly prized service than another daily planner?

Why This Concept May Not Work For You

Marie, has got to make sure that I give solid information in the consulting session to her clients. Sales pitches are a no-no. Your swap must be a REAL gift, not some shoddily disguised sales pitch.

Pick your Christmas Partners carefully. A lot could go wrong here if all they’re seeing is dollar signs.

The second reason why this may not work for you is sheer laziness. You might find it easier to step into a gift shop and blow $1000 on gifts for your clients. It’s easy and it beats having to knock on doors and trudge through snow or sun (depending on where you live on the planet).

Hopefully You’re Not That ‘Duh!’

When you give your gift, all you’re doing is trying to make your current client happy (and that’s great!). With Marie’s concept, you’re actually getting a chance to meet another 20 new clients.

Say that quietly to yourself: Twenty new clients without you having to do any selling. You don’t even have to spend any advertising or marketing moolah to get them in the door. Best of all, they will actually be grateful to have you over.

Does that send a chill down your spine? What if you could do this deal with three people just like Marie? Would 80 appointments be good enough for you?

Are You Going To Have a great NEW YEAR Or What?

No one ever told you about Santa Scrooge did they? Well, now that you know, what are you going to do about it? This rocks, my friend. Now go there and create a New Year that’s really worth big bucks in your balance sheet.

If you do, the next time your banker hears Ho! Ho! Ho, he knows it’s not Santa!

About the author:
Wouldn't you love to stumble upon a secret library of small business ideas? Find simple, yet electrifying ideas onmarketing strategy,psychological tactics and branding. Head down to today and judge for yourself.

Short Sale Success Secrets with Foreclosures

by: Richard Odessey

If you're active in real estate investing, you may already realize one of the biggest issues real estate investors face: Finding Great Deals.

Foreclosures at a 52-year High

With foreclosures at a 52-year high, there are thousands of deals available on the market, if you know where to find them and how to secure them. The first challenge you'll face once you locate the property is that most of these homeowners are mortgaged to the hilt. They have no equity, and big loan payments. In fact, many actually owe more than the property is worth!

Most investors will walk away from these deals because they see no obvious profit. That's because they don't know about the Short Sale.

WHAT IS A SHORT SALE?

The concept behind the short sale is simple: your goal as a real estate investor is to convince the bank to sell for less that is owed as payment in full. Of course, this concept is easy - buy the foreclosure from the bank at a big discount, sell the real estate, and make money! So how does it work?

Success with short sales can be accomplished in the following steps:

Step 1: Do your research.
Many new real estate investors make the mistake of waiting until some subscription service sends you the list. The disadvantage is that a ton of other investors are also getting the list. If your first contact is to send a letter, forget it. Your letter will be lost in the huge pile the homeowner is getting from all sorts of other investors, credit repair etc. 99% of the time these go directly into the trash or a big basket unread. If you go directly to their door you've got a chance.

So if you're going to mail, be the first to act when the default notices are printed in the local newspaper. Or be the first at your courthouse, if that's where they're filed first. The key to finding investment-worthy properties is to act quickly. Be disciplined and mail out the letters the very same day-in fact take them to the post office. In this business, the early bird really does catch the worm.

Tip for Success: If you don't have a company that publishes your notices of default, check with local title companies or bankruptcy attorneys to see if they offer these services; you need somebody familiar with the subject that visits the courthouse often.

Step 2: Develop your marketing strategy.
When you have located foreclosures, make sure your timing is swift. Mail your initial letters of approach to the homeowner the same day you discover the property. Placing ads in your local papers also helps to generate leads and find homeowners eager to avoid the credit penalties involved with foreclosing.

Tip for Success: A typical advertisement strategy taught in real estate training is to get listed in real estate or credit section of the classifieds. These ads typically have a bold, to the point headline, such as “Avoid Foreclosure” or “Stop Foreclosure, Today!” If you are targeting a specific property type, or reaching for higher market values, specify this in your ad. (Instead of simply “Avoid Foreclosure,” add your target market to the bottom of the ad. Example: “Avoid Foreclosure, call 1-800-555-1212. 500K and up.” You'll make more money in real estate by reaching for high-value properties, and an ad like this shows your prospects that you specialize in helping those with higher value homes avoid foreclosure.

Step 3: Work with the homeowner.
You can't get anywhere without the cooperation, and often gratitude, of the homeowner. The homeowner you are working with has obviously run out of options, but you'll need their trust and confidence if you plan to short sale mortgages. Remember, in these situations, you are often looked at as the “rescuer”. Make sure you explain the homeowner's part in the process thoroughly. Once they deiced to allow you to work with them, there is important paperwork you need them to fill out and sign:

1. an “Authorization to Release” form that gives you permission to contact the lenders and the foreclosing attorneys.
2. a sales contract - signed but leave the purchase price blank. You may need to change the numbers as you negotiate with the bank
3. a financial statement - to show they can't afford to make the payments
4. a hardship letter - to explain in personal terms what happened.

Tip for Success: Remember that this is a stressful time for the homeowner. It's easy to get caught in the excitement of a prospective short sale profit. You can get them to make a decision when you are able to convince them that this is the right option for them Emphasize the benefits of working with you, and then ask for them to take action. Make sure to let them know that once your contract is signed, and the bank accepts it; they'll be free to move on with their life.

Step 4: Negotiate with the bank.
Although banks don't enjoy taking a loss, it is a simple fact of the lending business that short sales are a necessary evil for lenders. Indeed owning the property (a non-performing asset) is even more expensive than selling it for a loss. Consider:

Banks use short sales to drop unwanted property quickly without having to deal with the REO office and go through the long process of putting the home back on the market. When you speak with the Loss Mitigation department, remember, this property is actually costing them money! Federal regulations require somewhere between $300,000 and $800,000 (or more!) to be held in reserve by lenders, which is many times over the actual price of the bad debt.

When you call the bank and ask for the Loss Mitigation Department (the department that handles properties that are in foreclosure) tell the person handling the account that you are trying to help Mr. X with his foreclosure and you are willing to buy the property from him, but due to the condition of the property/declining values/etc. you are only willing to pay X amount. This is where your negotiations begin.

Be firm and polite, but don't ever make threats to not buy or be forceful in your approach. Loss mitigators are often busy and overworked, and they want to see you as somebody who is minimizing the damage - and hassle - of the bad debt.

Tip for Success: Larger banks are the easiest to deal with when working with short sales and foreclosures. This is because the larger banks have more resource, more experience, and more loans! While there are some larger banks that don't work with short sales at all, other banks, such as Wells Fargo or Fairbanks Capital, tend to work with a much larger volume of short sales.
Once you have worked with enough short sales, you'll find that you have inside contacts at some of the larger banks; be friendly, ask them about their day, Develop a rapport. Sometimes, they'll open up about problems they're facing or current trends, which of course, you'll need to keep on top of!

You don't have to be a real estate pro to see the potential for making money with short sales, and now you definitely have some great tools to get started. Great deals in real estate are out there, and with today's market, your potential for profit is limitless. Just keep in mind: do your research, market your services, and treat the homeowners and lenders with respect. When you use this approach with short sales, you can make a win-win for everybody, especially the officers at your own bank when you cash in on your profit!

In the next article, we'll discuss the tricks and tips in convincing the bank to take a big discount on the short sale.

Best of Success,

Richard Odessey

About the author:
Go to for these Real Estate Profit Secrets:
* Super Success Short Sale Secrets (*Best Course)

* Deal Evaluation Tool

* Free Teleseminars on the latest and most effective real estate profit techniques

Positioning in Small Business Marketing

by: J D Moore

Copyright 2005 J D Moore

Positioning is another one of those marketing jargon words that everybody throws around and is important to understand. It's also important to understand how positioning specifically applies to your small business marketing.

Basically a marketing position describes your unique place in the market. The key word here is unique. What makes you different from your competitors? What features and benefits do you offer your target market that the other players don't?

Here are a few things that may go into your positioning:

-Price Point - This doesn't necessarily mean you have the lowest price. You may be the most expensive in town, and that's OK if you convince your customers you're worth it.

-Service - Almost every business claims they have great service. If you can provide exceptional service compared to your competitors, your customers will remember you. I'll never forget calling a surly plumber to try to get him to my house for an emergency on a weekend. he acted like he didn't want my business and then told me it was going to be $200 for him just to show up, no thanks. I called roto-router who gave me amazing service, a guarantee, and the whole bill was less than $200. I now use them for all my plumbing.

-Features and Benefits - Positioning is not just about what makes you different, it's also about what you emphasize. Folgers announces to the world that it's "mountain grown coffee" ( a feature). Guess what? All coffee is mountain grown. Folgers just claimed this feature first. What's something that none of your competitors are talking about?

-Credibility - Legal Seafood's clam chowder is served at every presidential inauguration. Many products get celebrity endorsements. Many companies tout how long they've been in business. All of these things build trust in the mind of the consumer. What trust-building factors do you have that the competition does not?

-Negative Features - Is there something you don't have that annoys customers of your competitors? I'm not saying use negative advertising, but just mention the feature and tie it to a benefit. I'm annoyed when I have to pay for parking to go shopping at Mall. Instead of touting free parking, a mall that wants to speak to me might declare, "you'll never have to pay for parking". This drives home the pain of shopping with a competitor without going negative.

-Anything Else - Literally anything that differentiates you from your competitors can be part of your positioning strategy - your location, your hours of operation, the way your office smells. Small business owners need to think creatively here.

In a great article by John Jantsch he states that a positioning strategy must answer the question, "why should I buy from you?" This is brilliant in it's simplicity; it cuts through all the strategic junk that complicates marketing. If you can't answer this question, your customer is not going to do the work to figure out an answer on his own.

About the author:
Does your small business marketing stink? Let's Fix it! J D Moore is a small business marketing coach. Read his blog at