Stopping advertising to save money is like stopping your watch to save time.— Henry Ford
Small businesses are the backbone of America and the American economy is a catchphrase that you’ve heard over the years but is it really true? A recent check on the statistics indicates that there are over 30 million small businesses in this country employing almost 60 million people. It’s clear that small businesses create jobs. Clearly, the value of Main Street is alive and well in small towns across the United States.
The most common reason that people do not buy your product or use your service is that they do not know about it yet. So how do you find out about small businesses in your community? That’s where Biz Well comes in.
“We help small businesses grow their business by providing a magazine that is well read and is a resource for our readers,” said Debbie Cole, owner of Biz Well. “Our magazines are designed to be a resource that newcomers, established residents and visitors.”
Cole, who has a background in graphic design decided to go out on her own over 12 years ago saw a need for small towns, businesses and Chambers of Commerce in the greater Charlotte area to promote themselves. The four-color, Biz Well magazines now cover the towns of Mint Hill, Matthews, Harrisburg, Waxhaw, Davidson, East Gaston County (Belmont, Mt. Holly, Cramerton, Lowell, McAdenville, and Stanley). The first issue for Huntersville is scheduled for release in Spring 2020. The magazines are customized for each of these communities.
If you build it, they still may not come
And that’s why businesses need to continually advertise along with understanding the advertising process. It starts with the elevator pitch—in 30 seconds or less, what can you tell the consumer about your business, the products and services that are available to them. And then, how do you keep them interested and wanting more information. In essence, you must get out there and tell people who you are, why your product or service is different from the competition and how to find you.
Using a personal approach to advertising, Biz Well strives to showcase each community by sharing relevant news and information that makes each town special, staying away from a one-size-fits-all approach. “We try to be an effective and affordable marketing option for local businesses,” added Cole. “As a new business 12 years ago, Biz Well understands the struggles and challenges of being a small business. We try to provide options to promote themselves to let people know their services exist.”
It’s the rule of seven—it generally takes people seven times to read or hear an advertisement before they respond. “Our advertiser’s ads are seen over and over because of the longevity of our publications and our loyal readership,” said Cole. In today’s world of constant connectivity, you must make sure you’re seen and heard. Biz Well offers print and digital media versions of the magazine along with a Facebook page, Biz Well reaches approximately 12,000 readers each month. “We track where the customer comes from (digitally) so that we can help small businesses better understand where to put their advertising dollars.”
The magazine is available at no cost to the public and is distributed through over 50 outlets within the area (local retail businesses, municipal offices, medical facilities, real estate agents and local community residential developments). The magazine is also available at the Charlotte Visitors Centers located at the Levine Museum of the New South in uptown Charlotte and the Charlotte Douglas Airport as well as several Visitor Centers in the area along I-85. A digital version is available online at each Chamber of Commerce or Business Association and Town websites. The interactive guides are very user-friendly with direct links to advertisers’ websites.
To contact Biz Well for more information, visit www.gobizwell.com