A baker's dozen: yummy essential ingredients of success

by CeliaSue Hecht

I LOVE watching all of those cake shows, Cake Boss, Ace of Cakes, DC Cakes and Amazing Wedding Cakes, to name a few... All of those yummy creations are inspiring and make my mouth water (chocolate bliss aaaah). And the creativity and teamwork and just plain fun everyone seems to be having (along with the dramas) make for interesting entertainment. It occurs to me that it would be fun to discuss how successful business owners can learn from these business owners and top notch bakers. So here a baker's dozen top key essential ingredients, the flour, sugar, milk, butter, of baking a successful business utilizing publicity. Call it the icing on the cake, with a cherry on top.

l. Fresh ingredients are just the beginning when baking a cake. How you make your cake, why and when are also crucial. And the media and regular people LOVE a good story so feel free to share your humble beginnings, how you came up with the name of your business, product or book and your inspiration.

2. Tagline,  think Red Robin-yum, Geico-gecko, make your tagline POP, make it memorable. Mine is spin words into profits. Say in a few concise words what you're all about.

3. What is unique about your business, product or book? Show it visually as well as in your written materials. One winery uses a funny looking goose on their labels. This makes people laugh and stands out. Plus their wine is yummy and the owner feels compelled to educate folks (even non-wine drinkers like moi) about wines.

4. Partner with a charity you believe in and share the profits, donate products, whatever feels comfortable.

5. Be a good citizen in your community (online and offline), network regularly.

6. Give away free samples. This will draw people in and help you develop new clients/customers. Starbucks, Borders Books and Panera's offer free wifi, wireless internet.  Trader Joe's and Whole Foods offer free food samples on a regular basis.

7. Keep is simple, Sam (focus)... do one thing and do it right like the gals at DC Cupcakes.

8.  What is your 30 second elevator speech?  When someone asks what you do, what do you say?

9.  Give your customers what they want and more. Over the top impress each and every one.

10. Are you doing what you love, are passionate about? If not, why not. It is important to love the biz you are in.

11.  If you cannot do it all, hire a freelance consultant to do regularly scheduled, ongoing, consistent publicity for you.

12.  Have a party, event or conference, bringing people together to share. Do a once a month Open House or holiday party, a chance to kick back and get to know people in a casual setting.

13. Keep it light, fun, and show your customers your sense of humor through your website, promotional materials and products.

To discuss how CeliaSue can assist you with your writing, editing and/or publicity needs (she edits and writes articles, books, blogs, newsletters, press releases and website copy), please call today at 1-702-225-8206, or submit an online request for a consultation by emailing prmatchmaker@yahoo.com.

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