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What sound advice that is! I talk with many start up business owners about lots of different issues and this is one that gets quite a bit of coverage. Many new small business owners express fear and trepidation when it comes to "putting themselves out there," and often times, it's because they are not comfortable tooting their horns. Some tell me that they fear that doing so comes across as arrogant. Others are just naturally shy and uncomfortable when it comes to telling others about how wonderful their products and services are.

Whatever the reason for not tooting, failing to toot can ruin your business. I don't mean to suggest that we should run around being boastful and conceited -- no way! That can be just as damaging as saying nothing at all. But getting the word out about your products in a positive way, while making sure not to sound prideful, is an art that requires practice, balance and a certain sense of individuality and style. To help you become more comfortable with tooting your horn, here are some tips.

1. Believe In Your Products.
Use your own products on a regular basis so that you become comfortable enjoying them -- so much so that telling others how wonderful they are becomes second nature over time. In addition to using your products, use others' products as well so you can compare them with yours. Review other companies' marketing materials so you can make yours even better and always have some comparison points on the tip of your tongue so you can tell your customers why they should buy your products over someone else's. Are your products made by hand? If so, so what? What's the benefit to a user if they use a handmade product? Do your products contain more natural ingredients? Again, so what? What's the benefit to a customer? Does it make the price increase? If so, what are the reasons they should pay more for your product if others are just a good, or nearly as good, yet cost less? Remember that customers really want to know one thing: "what's in it for me?" In other words, they want you to tell them that there are certain benefits to buying your product instead of someone else's. It's your job as a business owner to give them that information.. Always have the benefits of dealing with you at the ready so that customers know that you use and believe in your products. Your enthusiasm. sincerity and believability will rub off on more people than you know, and with consistent practice over time, they will increase sales!

2. Practice Tooting Your Horn.
Practice Makes Perfect! It may sound a bit corny, but it's always helpful to practice tooting. Write out your "spiel" on a piece of paper and practice repeating it in front of a mirror. Practice it until you can say it without reading it, and then practice it some more. Be able to quickly rattle of 3 benefits to buying products from you instead of buying them somewhere else. Try not to use big and unfamiliar words like "saponification," "curing time" and things that only other handmade beauty types would quickly understand. Use simple terminology (following the KISS principle!), and be direct and to the point. Practice in front of friends. Ask them whether or not you are easy to understand and believable. Are your words easy to understand? Are you too verbose? Do their eyes glaze over as you talk about your products? If so, your spiel is probably either too long or employs terms that are not easy enough for your customers to "digest." Do you seem confident? Do you instill confidence in customers as they listen to you speak? Ask some trusted friends to help you practice, and make them promise that they will be honest with you and give you constructive criticism.

3. Toot Your Horn Even When You Don't Feel Like It.
Here's a tough one - you have to be able to toot your horn even when you don't feel like it. When you cannot bring yourself to make another batch of soap because you're just too tired or you're sick of making the same thing over and over again, you still have to keep the product and the buying experience fresh, exciting and stimulating for your customers. If they detect your lack of enthusiasm, they will not trade money for your product -- no matter how good it is. As a small business owner, YOU are the alpha and omega of your business. The buck starts and stops with you, so even when you feel worn out and exhausted by the small business experience, no one else (especially your customers) should be able to detect it.

Visit our suite of Web sites serving the handmade toiletries industry:

HandmadeBeauty.com: the leading industry trade organization
MangoButter.com: 450+ suppliers of raw materials and packaging, updated weekly!
MakeYourCosmetics.com: ingredient encyclopedia & original cosmetics recipes
DonnaMaria.com: sound advice for your small business, Create The Life You Love™
AromaGirls .com: Coming Soon: "defining beauty for ourselves"