(Why most Black businesses fail)

Washington, DC (Black-News.com) In a nutshell, businesses fail because visually, they don’t look successful. It’s like a self-fulfilling prophecy, if you look like you aren’t doing well, your business won’t do well because people assume you aren’t doing well.

"Confusing as that may seem, people want to feel good about what they are buying from you," says Sonya A. Lowery, author of "The Secret Language of Business Cards (And What Your Brochure Is Saying Behind Your Back)" and that "Good Feeling" begins with your company’s looks.

"If your idea of a professional image is a business card and brochure you have created yourself, then you can definitely count yourself among the businesses that will be in trouble." Lowery makes no apologies for her blunt stance.

"There is already a 50% failure rate among new businesses before their second year and a 90% chance of failure by year five. It’s a war: your business against other businesses. The one that attracts the eye of a customer wins, simple as that."

From Lowery’s point of view, you don’t get to say you’re an expert when you don’t look like one. It’s like meeting a really interesting person who has neglected to brush their teeth, comb their hair, and bathe; no one really cares about what they have to offer because they just can’t seem to get past the sight of them.

Black businesses are already operating at a disadvantage. People assume that the quality of a product or service from a Black business is going to be inferior, and of course, that is not true.

There is poor quality and bad attitudes in businesses run by all ethnicities, but the main difference is that with Black businesses, people won’t even walk in the door.

And it’s not because people know that it’s Black owned, it’s because even from the outside, people can see that there has been little attention given to detail.

That lack of detail is apparent with hanging banners instead of professional signage, handwritten signs in the windows and on the walls, or worse, marketing material that looks as if a child created it.

What’s important to know is that all businesses must have certain items in place before they even consider opening their doors and that means putting together a real marketing and graphic design budget, something most Black businesses just don’t do.

As stated in "The Secret Language of Business Cards," every business must have a professional logo--Clip-Art Is Not A Logo!

They must have professionally designed business cards and marketing materials printed by a professional printing company, Not An Office Supply Store! And every business must have a clean, well-presented Web site, not something your cousin Ray Ray put together.

Above all, every one of these pieces must look like they belong to a single company. That means there should be a common theme of shared colors, pictures and imagery. With all of these pieces in place, you are creating a ‘Brand.’

Most businesses disregard the magnitude of having their company branded. But ask yourself this...Do you remember any company that wasn’t branded? Do you remember ever being given a handmade brochure?

What was the name of the company? What did the literature say? Most people won’t remember because they didn’t take the time to read it.

Without a brand, your company is not worth remembering. People won’t remember who you are or what you sell. If they can’t remember, they won’t call for your services; it’s as simple as that. A "professional brand’ introduces potential consumers to your business, so you had better have one.

Jane Limback, RMT (Wisconsin Registered Massage Therapist) is celebrating eight years in the professional of massage therapy and bodywork, as a small business owner. She grew up in Milwaukee, graduated from James Madison High School in 1987.

Limback then graduated from Milwaukee’s campus, Lakeside School of Massage Therapy in 1999 She started working out of pain clinics, chiropractor offices, and then opening up her own massage therapy business.

What is Massage Therapy? It’s the manipulation of the soft tissues, including muscles, skin, tendons and ligaments of the body. It helps trigger the body’s healing process by increasing circulation, reducing stress, tension, reduced blood pressure (with regular sessions,) fewer migraines and headaches, reduced PMS symptoms, and releasing the body’s natural pain relief, endorphins, just to name a few...

Massage by Jane is customized specifically to each client, based on what that clients needs and wants: Some people prefer gentle massage for relaxation and stress reduction, while others prefer a much deeper massage, looking for therapeutic results and pain relief... but most want something in between. Over the years, there have been several clients who have followed her along the way, following her wherever she will go. Jane finds great satisfaction on instant results and loves building that special relationship that she has with each individual client.

She also practices Reiki, which is a healing art that allows the body and soul to support their natural healing abilities. In addition to Reiki, Limback practices: Ear Candling, an ancient holistic method that gently pulls excess ear wax and debris build-up from the inner ear; Feng Shui, the art of manipulating energy through items throughout your space. She is an Independent Wellness Consultant, helping from weight loss to improving wellness in your home and also offers Hot Stone Massage and integrates Cranio Sacral Therapy.

Limback is excited about her Grand Opening of her second massage therapy location in the Walker’s Point area, May 1, 2007, on 1st and Walker (414-202-7888.) Right now, her main location is on the Eastside at Chiropractic Company at 2332 North Farwell Street, just north of North Avenue (414-223-4550.)

Call and schedule your massage today, and mention that you saw this article to get $13 off your first One-Hour Massage! Oh, by the way, if you get massages on a regular basis, not only will you start feeling better, once you buy four, the fifth one is free!