Small Business Marketing

The Law of Marketing Attraction: How to Expand Your Business

Martha Spelman Magnet Law of Marketing Attraction


by Martha Spelman, Branding & Marketing Expert


Every business owner understands the necessity of marketing their business: letting potential customers know you exist, what product or services you currently offer, the benefits of purchasing your offerings or hiring you directly and, of course, how to contact you.


But what if you want to change or expand your business? Offer new products or services that, while different, are still potentially relevant to your audience?


In other words, how can you reinvent yourself or your business?


Business Reinvention and The Law of Marketing Attraction:


It all comes down to convincing your potential customer that you are the “go-to expert” for what they want and need.


Because there’s a Law of Marketing Attraction: What You Put Out There Is What You Get In. If you continue to promote “the usual,” that’s what kind of work you’ll get.


Expanding your business requires developing a new product, service or “angle” for your business and then making sure you can provide that offering in a quality manner and at a cost that is profitable to you.


The next step in the Law of Marketing Attraction is Putting Out There What You Want To Get In:


  • Promote the new offering on your website


  • Mention the offering on your business card, on social media, in any collateral materials and in your email signature



  • Publish that custom content on your website, on your social media platforms, on LinkedIn Pulse, in industry publications and spread the word through email marketing


  • Arrange speaking engagements at which you can talk about your offering (and how it can help the audience)



  • Curate and publish content from outside sources that speak to the expertise you’re touting


  • Back up your reputation with case studies, testimonials and recommendations


  • You ask: But what if I don’t have enough experience with my new service or product yet? Let existing clients (who are a potential audience for your new offering) that you now do______ or provide ______. Execute projects on spec — for little or no charge — to gain experience.


  • If applicable, volunteer your new services or product


  • Be willing to “pivot” if necessary — adjust your offering depending on responses to your new service or product


  • Be sure to solicit reviews, testimonials and recommendations from customers who’ve tried the new offering (and include these in your promotion)


One caveat: your new product or service should appeal to your existing audience and not be something too different from what you are currently offering. If that’s the case, you may want to consider it a new business and operate and marketing separately from what you are currently doing. By working both companies simultaneously, you can, at some point, transition to the new business.

Let’s talk about how your company can implement the Law of Marketing Attraction. Get a FREE! 1/2 Hour Marketing Evaluation: Email Martha or call 310.266.6992


Martha Spelman is a Los Angeles-based small business branding, marketing and strategy expert. Using traditional and online marketing methods to start, grow and promote businesses, she consults with and coaches entrepreneurs, Professional Services and B2B companies. Let’s chat!

Marketing Coach

Marketing Coach Shout Out!

Martha Spelman Marketing Coach Thank You Note


It’s extremely rewarding to work with small business owners who are focused on growing their companies. They understand the around-the-clock hard work and dedication that goes in to starting, operating and marketing a successful entity. They know what it is to wear many hats while remaining mindful of the bottom line. Though they might want to just “do their work,” that’s not always an option.


When owners ask for my advice as a business and marketing coach but are still willing to DIY much of what’s needed, it’s rewarding for me when they follow directions, follow through and succeed.


Whether it’s advice on brand messaging, how to create a new WordPress website, starting a business blog and content marketing program, which social media channels are the right way to reach your audience or how to implement a stellar email marketing program, a coach — someone to recommend and advise — is nice to have on your team.


I recently received this enthusiastic handwritten note from a marketing coach client saying “Thanks,” for my help…which makes my coaching even more gratifying. In response, I say “Thank You!”


Martha Spelman



Ready to win at business? A coach could help you reach that goal!  Contact Martha. Martha Spelman is a Los Angeles-based branding, marketing, content marketing and social media expert. Using traditional and online marketing strategies to start, grow and promote businesses, she works with startups, entrepreneurs and small- to medium-size companies. 



12 Ideas for Your Summer Marketing Plan

12 Ideas for Your Summer Marketing Plan

by Martha Spelman

It’s July. The sun’s out. The weather is spectacular. A beach is calling. You’re probably thinking about a nice vacation – relaxing, refreshing, rejuvenating.

And, since most everyone else has the same mindset, it may feel a little “slow” out there…people seem a bit casual about getting in – or giving out – new business.

But wait! You own or work for a small company. Unfortunately, there’s no time off when it comes to marketing. Brand strength and staying “top of mind” with existing and potential customers rely on consistent branding and marketing efforts. Stop those efforts and you lose momentum and risk missed opportunities.

While things might not be “hopping” right now, it’s still a good time – maybe even a better time – to focus on your marketing. Whether that be by hiring a company like Assertive to help, or by refining your own skills, it’s a perfect time to push on.

Why is summer a good time to market?

You may have less competition for eyeballs on your promotion or handshakes at a networking event. And with less competition, you’ll stand out more. Plus, a little downtime can be put to good use planning future marketing endeavors.

Summer marketing plan ideas:

1. Use downtime to stockpile some blog posts including written pieces, interviews and videos – there’s nothing better than having a backlog of posts ready to go (or, if you haven’t started blogging yet, summer may be a less-pressured time to hone your skills)

2. Update your website with new content on your Blog, News Page, Projects/Portfolio, or Resources; rewrite existing web content for better SEO. SEO is such a great way to market your business, you can use different marketing tools to bring traffic to your website such as a local seo audit, and this will then bring more positive custom to your business.

Hint: Content at your fingertips! Feedly is a “Reader” app that accesses and categorizes RSS Feeds

3. Research and write long-form articles or white papers; these can be used as gated content on your website or submitted to industry publications

4. Find and file articles that your customers, prospects and social media followers would find of interest – your Facebook, Twitter, LinkedIn, Instagram and Google + pages will thank you

Hint: Pocket is a free app that makes it easy to bookmark content you want to revisit and share

5. Research potential Guest Blogging opportunities – find and contact industry pubs that could publish your custom content

6. Explore publishing platforms you might not use already like: Quora, MosaicHub, Medium or Tumblr

Hint: Get “Marketing Mileage” out of content you create by re-purposing it on your social media platforms, in online publications like Business2Community, BizSugar and other industry-specific sites

7. Maximize your profile on LinkedIn: make it searchable in terms of the keywords you include, add Projects, update your Headshot, make new connections, comment on your connections’ Updates, published articles on Pulse and in Groups

8. Review your branding – verify that all of your company’s messaging, both verbal and visual, is consistent across all channels

9. Check out new sources of inspiration: subscribe to email newsletters, set Google Alerts, read a business book or two, find new online publications that satisfy your personal and business curiosity

10. Mine your competition for ideas — take a look at their websites and blogs, social media sites and profiles, published content, event sponsorships, organizations they are involved with, etc. What are they doing that perhaps you could be doing?

11. Meet with staff, colleagues, advisers and mentors to test marketing ideas you may have or sales challenges your business is facing. Make a sales and marketing plan about how you’re going to proceed.

12. Set goals for the second half of your business year: Introduce a new product or service? Build new website? Implement a content marketing program? Beef up your social media presence? Create a new collateral brochure or trade show materials? Tackle an ebook you’ve been hankering to publish?

Yes, we all need a break – but when we market consistently and effectively, we increase our vacation-earning potential. And the good news? Many of these marketing plan ideas can be worked on poolside or at the beach!

Get a FREE! 1/2 Hour Marketing Evaluation: Email Martha or call 310.266.6992

Martha Spelman is a Los Angeles-based branding, marketing, content marketing and social media expert. Using traditional and online marketing strategies to start, grow and promote businesses, she works with startups, entrepreneurs and small- to medium-size companies. Let’s chat!


Branding: Stay in Your Lane

Martha Spelman Red Car on Highway Branding: Stay in Your Lane

by Martha Spelman

On road trips, the mother of a dear friend would literally do her best to select and drive in just one lane the entire ride – all the way from Los Angeles to Tucson, Arizona.

She hated to change lanes. She would have been a genius at brand strategy.

But many companies, at least in the branding of their business, love to change lanes! They are forever trying something new, losing focus and moving to the next lane. They think, “Maybe it will have less traffic and get us there faster!”

Not the best driving technique, and certainly not a good brand strategy.

As a brand, constant switching of lanes or changing what you offer, how you offer it or varying your marketing messages, confuses your audience and renders your brand memorability zero.

Consistency in purpose and messaging are key to a strong brand. Identify your offerings and reinforce the benefits. In other words, stay in your lane. This stability convinces customers to trust you, remember your brand and in turn, creates brand loyalty. Marketiers promotional products can help make your brand much more recognizable.

Strong branding and brand loyalty depend on not only consistent, quality offerings but steady messaging…not a swerving driver.

So the next time you’re thinking about switching lanes, stay in your lane and see what happens. Slight congestion may soon open up to clear sailing.

Need help driving your brand? Contact Martha. Martha Spelman is a Los Angeles-based branding, marketing, content marketing and social media expert. Using traditional and online marketing strategies to start, grow and promote businesses, she works with startups, entrepreneurs and small- to medium-size companies. Martha is the author of the content marketing ebook: The Cure for Blogophobia: How to Easily Create, Publish & Promote Your Business Blog.