Marketing for a relatives business with no budget?

31 replies
I have a relative who owns his own business and he knows I have experience in marketing for offline businesses.

As he has a very low/non existent budget I am trying to do the best I can to increase his customers, I am not bothered about whether I get paid I just want more customers for him.

He is an accountant.


What I have done so far:

Set him up with this theme: Nexus

Set up Google+ Account with information about the business

Set up LinkedIn Account

Set up Google Places listing and got it confirmed (added 1 pic of him, but he works from his dining room so there are no pictures of his office to display)

In the process of setting up YouTube, Facebook and Twitter account





I am posting this to ask for any advice, or for you to tell me if there is anything I have missed. I cannot do any advertising unless it is fee due to his budget.

Also I'm stuck for what to do with the videos on YouTube, how do I make them look professional?

Thanks,
Tim
#budget #business #marketing
  • Profile picture of the author Aaron Doud
    Is he just starting out? If so that explains him not having a budget.

    You shouldn't be working for free unless you need the testimonial. Even then I wouldn't do it. You need to sit down with him and come up with a way for you to be paid fairly. If you are bringing him new business he now has extra money for the marketing budget.

    As for suggestions since i know little about his target audience all I can give you is basics.

    1. Find out who his clients are.
    2. Does he want more of the same or is he targeting another group?
    3. Where do these clients hang out when online (or offline for that matter)
    4. How do these clients find an accountant?

    Remember Facebook or Twitter might be worthless to him. Don't just marketing him in ways you know. Market him in ways that target the clients he is chasing. If he is targeting business owners who are on average 50+ years old you would be wasting your time with Facebook and Twitter. If you are working for peanuts make sure you are working smarter not harder. Then trade the peanuts in for cash ASAP.
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    • Profile picture of the author TimGreen1
      Originally Posted by jimbo13 View Post

      Total rubbish.

      Dan
      Whether you think that is total rubbish or not is not my concern, I can tell you for a fact, he is on a limited budget. The reasons for this, I do not know, I will maybe try and help him with his overheads to reduce his outgoing but I'm not lying, and neither is he.

      Originally Posted by Aaron Doud View Post

      Is he just starting out? If so that explains him not having a budget.

      You shouldn't be working for free unless you need the testimonial. Even then I wouldn't do it. You need to sit down with him and come up with a way for you to be paid fairly. If you are bringing him new business he now has extra money for the marketing budget.

      As for suggestions since i know little about his target audience all I can give you is basics.

      1. Find out who his clients are.
      2. Does he want more of the same or is he targeting another group?
      3. Where do these clients hang out when online (or offline for that matter)
      4. How do these clients find an accountant?

      Remember Facebook or Twitter might be worthless to him. Don't just marketing him in ways you know. Market him in ways that target the clients he is chasing. If he is targeting business owners who are on average 50+ years old you would be wasting your time with Facebook and Twitter. If you are working for peanuts make sure you are working smarter not harder. Then trade the peanuts in for cash ASAP.
      Thanks for the suggestions, actually he been in the business for a while but the recession has hit hard, as I stated before I don't know and don't want to know why he has limited funds but I might move onto that subject if needed.

      I'll consider your advice and definitely look at ways to work smarter not harder. As for the payment that is not my motive, you may want to take money from a family member (sorry if that sounded bad), but I am not like that, a relative is in need of my help and is struggling financially.

      I am not going to take even more money from him, that is not why I'm doing it. I have other ways of supporting my self and do not need the money, he does.
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      • Profile picture of the author jimbo13
        [DELETED]
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        • Profile picture of the author TimGreen1
          Originally Posted by jimbo13 View Post

          You are not lying but he is. There is a professional code of conduct to be an Accountant.

          My Girlfriend is an Accountant. She is sitting here with me. I know lots of them. He is talking rubbish.

          Also 99% of all accountants work does not come via the web in the UK. There is a soliciting business code they have to follow as well. You need to know it.

          Dan
          He is not lying. I have been to his house, his family are not going on holiday this year because he can't afford it, he still has Windows XP, he still has a computer he bought 7+ years ago.

          Could you please focus less on trying to prove he is lying to me (which he would have no reason to anyway) and more on how you can contribute to this discussion.

          Sorry if I sound harsh.
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  • Profile picture of the author 13thSamurai
    Did you made a Keyword analysis? Try to find the right keywords first, then optimize for them. After that, it is a good idea to optimize the google places listing with an seo strategy.
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  • Profile picture of the author NewParadigm
    Geez people, the OP said he wants to help his relative and doesn't care if he gets paid.

    Either throw in a little help or ignore the thread.

    He should produce a series of web videos on common subjects his potential clients are encountering. How to plan for upcoming tax year, how to account for a vacation home, etc....topics relevant to his customer type.

    He should look at doing free local seminars on various topics.

    offer free reviews of peoples tax returns and see how much he could save them, often over and above his fee.

    Think of ways to establish authority like these above. Start a blog and publish continuous new content.
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    • Profile picture of the author TimGreen1
      Originally Posted by NewParadigm View Post

      Geez people, the OP said he wants to help his relative and doesn't care if he gets paid.

      Either throw in a little help or ignore the thread.

      He should produce a series of web videos on common subjects his potential clients are encountering. How to plan for upcoming tax year, how to account for a vacation home, etc....topics relevant to his customer type.

      He should look at doing free local seminars on various topics.

      offer free reviews of peoples tax returns and see how much he could save them, often over and above his fee.

      Think of ways to establish authority like these above. Start a blog and publish continuous new content.
      Thanks for the advice man, it's a good thing you get me, was starting to think it was wrong to do something for free

      These are actually some useful tips, I might just use some of your ideas.
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      • Profile picture of the author jimbo13
        Okay sorry Tim. I'll delete my posts.

        Good luck with him.

        Dan
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        • Profile picture of the author TimGreen1
          Originally Posted by jimbo13 View Post

          Okay sorry Tim. I'll delete my posts.

          Good luck with him.

          Dan
          I don't want to make it seem like I was being nasty. I see your point, it's a general stereotype that accountants make a lot of money, but for one reason or another this is not the case for him.
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  • Profile picture of the author Rearden
    Cold calling or cold knocking.
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  • Profile picture of the author Aaron Doud
    I second the idea for local seminars. Depending on his target clients these could be a big win for him.

    You could even do a seminar group thing that would allow you to help him and make money for yourself.
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  • Profile picture of the author ErickColletti
    Originally Posted by TimGreen1 View Post

    I have a relative who owns his own business and he knows I have experience in marketing for offline businesses.

    As he has a very low/non existent budget I am trying to do the best I can to increase his customers, I am not bothered about whether I get paid I just want more customers for him.

    He is an accountant.


    What I have done so far:

    Set him up with this theme:
    Set up Google+ Account with information about the business

    Set up LinkedIn Account

    Set up Google Places listing and got it confirmed (added 1 pic of him, but he works from his dining room so there are no pictures of his office to display)

    In the process of setting up YouTube, Facebook and Twitter account





    I am posting this to ask for any advice, or for you to tell me if there is anything I have missed. I cannot do any advertising unless it is fee due to his budget.

    Also I'm stuck for what to do with the videos on YouTube, how do I make them look professional?

    Thanks,
    Tim
    No budget, no business. Tell him to get a job and start investing in his business using paid advertising.
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    Contact: Erick Colletti, Owner, Computer Systems Engineer, and Editor
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    • Profile picture of the author TimGreen1
      Originally Posted by ErickColletti View Post

      No budget, no business. Tell him to get a job and start investing in his business using paid advertising.
      1) He has a job, an Accountant

      2) What form of paid advertising are you talking about (considering it has to be local)
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    • Profile picture of the author jimbo13
      Okay is he Partnership or solo?

      Do you know if he is ACCA or ICAEW by any chance? Doesn't matter of you don't just curious.

      I'm off out now. Won't be back until Saturday so I will either post or PM you.

      Dan

      PS: Ad can be classifies for £29 plus VAT and that will get some business. Depends what he charges. £250 pm is nothing for an Accountant fees so 10 responses already puts him at £30k.

      My Girlfriend/Partner whatever they are called these days got 13 in one week simply having an Ad that said 'If you are a Small Business I'll cut your taxes by more than double what you will pay me. Call Charlotte on 0118 9xxxxxx'
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      • Profile picture of the author TimGreen1
        Originally Posted by jimbo13 View Post

        Okay is he Partnership or solo?

        Do you know if he is ACCA or ICAEW by any chance? Doesn't matter of you don't just curious.

        I'm off out now. Won't be back until Saturday so I will either post or PM you.

        Dan
        Hi Dan,

        I know he is solo but that's just about it.

        Tim
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  • Profile picture of the author abelamorales
    I third the fact that he should host a local seminar. I would assume as a CPA, his target market would be any locally owned business. It would be best for him to create some type of flyer and invite them over to a seminar (he would need to figure out the logistics) and give a 35 minute presentation of some useful ways those businesses can actually save more money. Lastly, have a 25 minute FAQ session and make sure to collect attendees name, email and phone number so you can now market to the directly.

    Unfortunately, this wouldn't exactly be free since he would have to find a place to host the seminar and find a way to invite those business owners. If he is available, he should try cold calling or even door-to-door invitations.
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  • Profile picture of the author onlinemoney00
    Local seminars sounds good. Have you also considered putting him on Google map for his local area
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    • Profile picture of the author TimGreen1
      Originally Posted by onlinemoney00 View Post

      Local seminars sounds good. Have you also considered putting him on Google map for his local area
      As I have said here:

      Originally Posted by TimGreen1 View Post

      Set up Google Places listing and got it confirmed (added 1 pic of him, but he works from his dining room so there are no pictures of his office to display)

      I have already done that, but thanks anyway.
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  • Profile picture of the author Michael Bucker
    Here is a free non internet related marketing idea for him. He needs to increase business and marketing is the best way to do so.

    He needs more paying customers without have to spend money himself. Marketing does not "always" require spending "upfront" money. It simply doesn’t.

    Step 1: Be willing to make cold calls or door to door cold calling. Dedicate the slowest work day once a week to this task.

    Step 2: Approach organizations that are in need of funding themselves such as schools, fire department, police department, non-profit organizations etc.

    Step 3: Explain that you are a local business owner who wishes to support the "local" _______.

    I am looking to support ______ with my services. I have created a package at special price to save any employee or employee’s family member or friend who is associated with ______. I am providing my services at a discounted price to help in this recession.

    I am not only going to provide top quality service at a discounted price I am also going to make a donation to the local _________, for every person I help.

    If they are going to need "accountant: services anyway, why not use someone who is now your personal accountant associated with the "local school" and is also going to donate to the school.

    Soooo, let me get this straight. I have to hire an accountant anyway. The school, fire department etc is providing me one at a discounted price, plus when I spent my money " I am already have to spend anyway" my organization I love also receives funding.

    So, I get to support my school, fire dept etc etc without have to pull any extra money out of my pocket. I’m so in!!

    You get to be the hero of the community supporting every local public service and nonprofit company and you are not pulling money out of your pocket until you get paid. No current budget needed.
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    • Profile picture of the author DABK
      Is your accountant relative a specialist in anything? I ask because if he is, you would have an easier time... at least targeting.

      Also, because I know an accountant who specializes in import/export companies, reason being, there are rules that apply (at least in the US) that, according to her, some 60% of accountants don't even know. Yet some of them do work with import/export companies, causing damage. The accountant I know can show business owners how large the damage and how easily it can be fixed (hiring her).

      I know another accountant who specializes in working with restaurants and bars (take cash) to prevent the state of Illinois from auditing them. He has newsletters and speaks to small groups, scares the pants off 'em with some cases of bars and restaurants getting in trouble... and then shows them how easily they, the people in the audience, can stay out of trouble, if they hire him.

      In my part of the world, public libraries can be relatively easily induced to let accountants use a conference room (sometimes the equipment is not state of the art; sometimes it's not there) for free. They also have a business librarian, who gets asked a lot of questions by local business owners. Which he/she tracks.

      In other words, it might be worth your while (assuming public libraries work where you are the same as they do in Illinois) to go talk to the business librarian: they might already have a list of names of business owners who have questions about accounting and might be willing to let your relative make a presentation and invite those business owners to it.

      At the presentation, your relative would hand out a newsletter, free report, something... and an invitation to visit the website to get some other free report... or a more detailed version.

      He could choose a particular type of business he likes to work with. He would create a survey about the top accounting-related problems business owners in the target business have. He would then email the survey to a bunch of business owners and ask them to fill out the survey. If they do, he'll give them a copy of the ebook he's writing about... They'll see how they compare to other business owners.

      You'd, of course, do all of that for him, create the survey, send it out, compile the results.

      When you get enough of them - doesn't have to be that many - you put them in an e-book format, and email them out as promised.

      But now you have a few problems they have... so you can create solutions especially for them.
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  • Profile picture of the author massiveray
    Okay, for complete minimal cost, here's what you do:

    1) Optimise the places listing, this means adding 10 photos, 5 videos, whatever you need to do to complete it 100%, then go and create a **** load of citations, contact his former clients and ask for a review.

    I'd tell you how to optimise for specific keywords but there are tons of guides on here already, for the citations if you don't have time, pay someone on odesk to do them or Fiverr if you're being really cheap.

    2) Mini sites, build 5 or 6 page mini sites, for lead gen purposes, buy a domain like accountant,city,state abbreviation and build 5 pages that are targeting very specific long tail keywords, "best niche of accountant in local area, city, state" for example. Write or buy some seo articles targeting that keyphrase and put a fast loading theme on there with a phone number and email address. You can edit up the twenty eleven theme to look bad ass if you want to.

    I personally use a plugin called optinlite which builds cool lead gen pages for me.

    These pages rank pretty quickly and pretty high based purely on the on page factors, depending on the competition you might need to build a few high quality links.

    Again the citations that you made for your g places will help this rank.

    3) videos, the videos you made for you g places need to be submitted to all of the great video submission sites, add you citation and target them for specific keywords, send some views and senukex blast from Fiverr and they should hit the first page too.

    Again you can find guides and wso on how to do this.

    4) submit the sites to every single business directory you an find

    5) write some good copy, honest and thought provoking with a strong call to action, and submit it to every local classified ads site you can find.

    There you go, 5 very simple, quick and cheap, if not completely free things you can do right now, they will never make him a million but they will get some leads rolling in. Go out and do all of these tomorrow and Id bet on leads coming in within the first week.

    Super secret bonus tip number 6, get g+ working for you, I've just got into this myself, set up my account right and started connecting with the right people and started to see leads in the first day, and I'm selling seo which people don't really know they need, whereas if somebody needs an accountant they know they need one.
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  • Profile picture of the author John Durham
    Accountants tend to place a yellow page ad and it ends there... Most of them lose half their business because the dont answer their phone in real time, and while the prospect is waiting for a call back, they go find another accountant. LOL

    I know this because last year mine was booked up and I needed a quick P$L report, called 6-7 accountants and all of them had their sec take messages... I gave the job to the first one who actually picked up their phone, and then the next day I got call backs from about 4-5 who had missed the opportunity.

    People need accountant services, and if accountants were more proactive they could sell their services just like we do web design, via direct sales. People are interested immediately when they hear the words "accounting". If you are an accountant there should be no reason why you dont have business.

    All you have to say is that "I can save you more money than others and priobably even get you money back....IF you act now...!" (Must create a justification for why acting now, with YOU, will benefit them, and how they will miss an opportunity if they dont- People wrroy about their money. They dont want to lose)

    Anyone who employs an accountant is interested in those words, and I guarantee you that just based on personality type alone, these accountants are not out there "selling". Nor do they really "sell" even in their consultations.

    If you know how to "sell", you can have more biz than anyone else., because in that 'security" driven field there arent many risk takers out there selling.

    -JD

    Ps. If you hjave a web page, try writing some real copy, BOLDNESS will create some haters, and also a ton of sales. People ridicule it, but if people arent hating you then you arent trying hard enough, its better to have a loyal following than to have everyone like you. If you are bold some people wont like you- but ALOT of people will MORE than like you- they will LOVE you- Just dont focus on the haters- say things that other accountants arent bold enough to say and you will fill the missing link for people who arent getting what they need from others ad copy.
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  • Profile picture of the author EnzoBlaque
    I'm afraid that marketing is a "you get what you pay for" type of business.. Sure, there are many cheap low-cost options out there but free?

    Anything that comes at no cost will surely produce very little results, but I'm guessing that you'd just like to get him in a position where he could scrape in a client or two.

    So what I'd suggest is having him produce some videos addressing some issues that his client base would have. You can search for industry related networking events and have him attend those with a few business cards etc..

    Without a budget it is going to be difficult.. But you just need to think outside of the box
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    • Profile picture of the author John Durham
      Originally Posted by EnzoBlaque View Post

      I'm afraid that marketing is a "you get what you pay for" type of business.. Sure, there are many cheap low-cost options out there but free?

      Anything that comes at no cost will surely produce very little results, but I'm guessing that you'd just like to get him in a position where he could scrape in a client or two.

      So what I'd suggest is having him produce some videos addressing some issues that his client base would have. You can search for industry related networking events and have him attend those with a few business cards etc..

      Without a budget it is going to be difficult.. But you just need to think outside of the box
      I cant agree, some of the most powerful ads on the internet only cost 40 bucks... Its not about financial reources, its about creativity.

      What if you specialized in preparing taxes JUST for online marketers only, and wrote copy around that and just used the classifieds in forums like this one to market.... "I specialize in working with IM'rs because I understand their special needs, where others are clueless about the tax laws that pertain to IM... I know specifically how to get IMr's the breaks they need..."

      A million dollars wont work, throwing money at bad headlines doesnt work, not unless you have a good idea and a good hook and you are matching a market.

      If you have "That" then you can do it without a million dollars.

      Creativity is better than excess working capital. "What do I already have, that I can leverage to get what I want,?", thats always my first question.

      A good headline in a free ad spot or cheap one is worth more than an ineffective headline in a big ad.

      Be creative. Dig deeper, you dont need money. Heck even a handful of clients is good in his industry- you can get more than a handful without any working capital if you are creative.
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      • Profile picture of the author sandalwood
        Tim,

        I get the impression your relative is in DIRE need of funds. While you are completing all of the excellent suggestions the above posters have provided have your relative go to every business he can within a one mile radius of his office.

        Have him ask this question,

        Hi, My name is _______ I am a local accountant who fixes _______ problems on the spot. I am here paying you a courtesy call to both introduce myself and patch the leak in your money bucket. How may I help you?

        This may sound like a silly exercise but think about it according to the law of large numbers. If he visits 200 businesses, he has almost guaranteed himself at least 2 and possibly 20 clients.

        That's how we came to use one of the two hundred local printers. The owner actually came by dropped off a note pad and a pencil and said if we need printing, call him. 199 failed to talk to us. Get the idea?

        By the same token, how many times has your accountant paid you a visit? Zero. They don't do it.

        Here's a guy who actually comes by the business, asks questions and performs. He just made himself unique and now stands out above all of the others.

        I am about to make another guarantee. If he stays active w/the businesses he acquires, he will drown in referrals.

        Then, when you get down doing the Internet stuff, he'll actually have to hire staff. He will then be an employer and that's a good thing.

        Mind you, this is only a suggestion I actually did when we opened our insurance agency. Probably one hundred and fifty agencies in our town. I was the only one who showed up on their door step. Even if they didn't do business w/me at that time, they remembered and called for a quote at renewal time. Couldn't have called me if they didn't know me, right?

        Good luck,

        Tom
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  • Profile picture of the author AndrewCavanagh
    If he has past clients can he get referrals from them?

    You might make the referral process easier by creating one or several lead generating reports (delivered online and in printed copies) along the lines of:

    The 7 Most Costly Tax Mistakes Businesses make And How To Avoid Them

    or

    7 Insider Secrets To Legally Pay The Minimum Tax For Your Business

    The reports should lead prospects reading them to the conclusion they should hire your accountant and give them a call to action to contact him.

    You can use the same report on a website, you can do an offline press release to local radio, newspapers and TV about it, you can do an online press release about it with the title of the press release targeting a keyword phrase his best prospects are searching for eg. Toronto tax accountant.

    Kindest regards,
    Andrew Cavanagh
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  • Profile picture of the author sdentrepreneur
    Besides branding and building up LinkedIn, Facebook, Google+ and others, he might need to get out and attend some business networking groups. I know many accountants that have done well attending these.
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  • Profile picture of the author Eddie Spangler
    Seriously, if he will go out like Sandalwood has suggested then there is NO FREAKIN way he wont be slammed in short order, it would be impossible.

    All the other things are good to do and certainly will help the cause but if he is serous and really needs the money, this is suggestion #1
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  • Profile picture of the author force5
    Hi Tim

    I have just been working for an accountant.

    Google places is great- get people to give positive reviews of him on there

    Do some short videos on common tax questions, these do not have to be high tech videos. He could do them in his garden as long as they are useful

    Borrow an office for some more pics, you can borrow a room in a library here for 2 hours for free. They look just like conference rooms in a office (at least the ones here do)

    This last one is offline but works - Network, join every networking group in town and get out there.

    My guy was high end and expensive, he only got 3 clients from Google in the last year but each of them big bucks in fees so he was happy!

    Good on ya for helping a relative in need, hopefully when you need help he will be there for you.

    Paul Forcey
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  • Profile picture of the author iAmNameLess
    Originally Posted by TimGreen1 View Post

    I have a relative who owns his own business and he knows I have experience in marketing for offline businesses.

    As he has a very low/non existent budget I am trying to do the best I can to increase his customers, I am not bothered about whether I get paid I just want more customers for him.

    He is an accountant.


    What I have done so far:

    Set him up with this theme: Nexus

    Set up Google+ Account with information about the business

    Set up LinkedIn Account

    Set up Google Places listing and got it confirmed (added 1 pic of him, but he works from his dining room so there are no pictures of his office to display)

    In the process of setting up YouTube, Facebook and Twitter account





    I am posting this to ask for any advice, or for you to tell me if there is anything I have missed. I cannot do any advertising unless it is fee due to his budget.

    Also I'm stuck for what to do with the videos on YouTube, how do I make them look professional?

    Thanks,
    Tim

    Everything you've done will impact him very very little.

    It's kind of weird, this situation. Why would an accountant, of all people, try to start their own business with no funds?

    Ads in the phonebook and direct mailing could be pretty effective, but it depends on if he is specializing more for businesses or individuals.
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  • Profile picture of the author GforceSage
    Make a killer squeeze page full of all the magical tax loopholes he can find for people and then put the catchy domain name on a large sign and have members of the family take turns being sign spinners in a high traffic area.
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  • Profile picture of the author joejeas
    Marketing for a relatives is not a bad ideal expecially if they are the type of people who are serious about business. Rules and guildlines must be implemented for the business to succeed.

    All the best
    Joejeas.
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