Know-How Exchange : Advertising/PR

Simply starting an online costume jewelery business, won't bring you customers. You need a way to attract people who are looking for what you're offering. So, instead of trying to sell the whole world, focus on a narrow group of people. Perhaps it's people you're connected through organizations you're already a member of. But focus on what will make you stand out among the thousands of other online businesses like yours (as it applies to this narrow group) - and make this your key marketing message.

Amanda, my usual patter is that you need to look at what your customers want. If you're a mum, this shouldn't pose much problem as bringing up children is one of the best business trainings on the planet. You know when you're being twisted around someone's little finger ... and have a sixth sense for it.

So: what do you do that's special? Do you make your own gear, design it for others or have you found something really jazzy that nobody else has heard of? Either that, or the very way you sell your jewellery will sell it! Somehow there's an "in" that will connect your product to your customer through the medium of your good self.

If you don't know the answers, ask a few friends to be brutal with you and tell you what they think. My pal Minke did this for me and it worked a treat. Just one thing she said and everything sort-of fell into place.

Over to you!