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Focus on the “What” and Not the “How” – Promotional Expert Reveals Secrets to Marketing a Successful Business


NEW SOUTH WALES, Australia June, 2012 – Small businesses face one very important test in their first year that determines their future – they either make sales, and money, or go bust. In the quarter ended December 2011, the number of small business that failed experienced a 57% spike, which meant closed doors and broken dreams for those start-ups. The brains behind the successful Spacebag and AeroBed products, David Howells, has expressed his concern over the marketing strategies used by these small businesses.

“Unfortunately many small businesses are investing in learning ‘how’ to market their goods or services rather than ‘what’ to market,” explains David Howells, a marketing expert who built a $12 million import and wholesaling business in less than 3 years on a shoe string marketing budget.

David says, “Every dollar spent on advertising and marketing is wasted unless the business has found its ‘sweet spot’ product offering or what we call its Marketing Mojo. It’s the magic that generates customer interest in THEIR product and creates leads and drives sales. Every business has it, they might just need to think outside the box to figure out what it is – and that’s where a fresh perspective comes in.”

Statistics from the Australian Securities and Investments Commission (ASIC) and Small Business Administration (SBA) reveal that:

  • In 2011 business bankruptcies rose to a record level of 9,178, most being small businesses;
  • A whopping 49% of small businesses fail in the first five years; and
  • Poor sales and marketing is ranked as one of the major contributors to all small business failures.

”So many of these business failures could be avoided and so many more businesses could be thriving, instead of barely surviving, if they took the time to step back and look at their businesses objectively,” says David on the alarming statistics. “I agree this is sometimes hard to do in the ‘make or break’ economy where small business people think the answer is to work harder, but without perspective and understanding their customers fundamental driving need, all that work could be for nothing.”

David is scheduled to speak at the free information workshop “Find Your Marketing Mojo” at Club Totem, Stockland Mall in Balgowlah, New South Wales on Wednesday, June 20th at 7:00pm. Now in semi-retirement, David will spend one night with business owners to share the secrets behind how he built SpaceBags and AeroBed into multi-million dollar brands and reveal how small business owners can copy these powerful strategies to ensure their success and avoid the ‘failure’ scrap heap that is consuming businesses around Australia. To register please visit


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