Advertising your Business on a Budget that Won't Break the Bank!
by: Admin
Total views: 596
Word Count: 2214
Revised 2004
By Janice Kalyniuk
Many times, I get asked or hear, "how can I advertise or promote my business without spending money I don't have"?
My answer to these people is "You have to spend a little money to make some money"! Right?
I would imagine that many people working for employers dream about being in business for themselves, and why not? Let's face it, being in business for yourself has all the 'lurks and perks' that many would sell their souls for.
Going into business for yourself means exactly that. BUSINESS!
Firstly you need a business name that reflects what you do. Then you need to ensure that no one else has that same name, but in any event, most people do take the time to make sure the business name is unique to their services.
To go it alone and make it in the business world, you need to have all the right equipment. Equipment generally means:
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Computer & associated Hardware
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Printer
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Facsimile Machine
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Dedicated telephone lines
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Dedicated Data line (Internet)
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Software
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Office Equipment
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Office Space
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Filing Storage
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Office Chair
as well as other necessary bits and pieces that complete the home office, BUT also the talent and skills to deliver services in the area of your expertise.
So you are now all set up, you've designated an area of your home as 'your workspace', and what now? You are ready to take on business with a flurry! - Hang-on, have you let people know you are in business with services to offer???
Oh, so you've got the area, equipment and desire, but you need to advertise. Well here's where I come in to the picture explaining how you can tell the world about your business without spending mega-bucks or breaking the bank.
Firstly, you need to think about business cards. Business cards are like your entry ticket into the business world. Remember, that a first impression last, and this also goes in business and the professional arena. Nothing looks worse than printed business cards done on a pre-perforated stock card template.
Spend some dollars and get yourself business cards professionally printed. Go to www.vistaprint.com and order online for very reasonably priced and great looking cards. In Australia, there are places like www.snapprinting.com.au or www.worldwide.com.au for business cards that look not only professional, but will give you an edge.
So now you have got your business cards, what are you going to do with them?
Good question huh? So where are you going to place them or give them too? Who are you trying to target?
OK, it is assumed that would have got at least 1000 business cards printed, so the first step now is to place around 30 cards into a few bundles, and do a business card drop around your area.
There are many places where you can leave business cards, but always ask first if it is OK to do so. The places that I have found to be successful places for potential clients are from: -
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Post Offices - on the tabletops where you complete forms
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Medical Clinics - reception desk or on the reading material tables
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Dental Clinics - reception desk or on the reading material tables
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Legal Offices - reception desk or on the reading material tables
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Accounting Firms - reception desk or on the reading material tables
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Libraries - counter, or slip them into a few books, but always ask
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Service Stations - counter
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Newsagents - counter or near the lottery form counter
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Public notice boards at shopping malls and supermarkets
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Colleges
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Universities
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Hairdressers
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Automotive Repair Businesses
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Restaurants
You are not just limited to the list above, but anywhere you can think of. But always ensure you have asked first if you can leave your cards.
Go back often to see if you need to replenish your cards, as remember, people do take cards today, but they might contact you in 3 months time.
How about some flyers?
Flyers are cheap and a good way of spreading your business name and services around. If you have a publishing program like MS Publisher, or even MS Word, you can design something quite easily and professional looking. Design it as an A5 flyer, that way you get 2 flyers per A4 sheet. Don't go overboard with colours, as remember, you are going to have this printed outside your office!
Be clear, concise and to bold in your flyer. Do not overload the flyer with useless verbiage but get to the point using the 3 S's. Short, Sharp and Shiny!
Offer a special! For example "Engage 3 hours of service, and only pay for 2 hours". Or a 15% off all first time clients' work, with a guaranteed 5% off all future work if they use your services again.
People like getting special deals, or something for nothing. So serve it up to potential clients, and you will be surprised how discounts and special deals will get them in.
Once you have the flyer all laid out and ready to tell the world (OK the area you are targeting locally), head off to Office Depot or Office Works (if you are in Australia), with your diskette, or a printed copy of your work. Get 500 sheets (a ream) printed and guillotined, which will give you 1000 flyers.
Go for a walk after work hours, and hand deliver them into the mailing slots of business offices, or have the postal service deliver them for a small fee. Whatever way you go about this, do not be picky about the people you initially want to target as potential clients.
So how else can you spread the word about what you offer?
Speak to people, tell them what you do, and what you can offer. Tell your hairdresser, the local storeowner, the dentist, your doctor, in fact anyone who will listen to you. Be consistent. Don't' have a rush one week, and nothing the next. Advertising your business in the early stages of set-up is a constant and ongoing task.
Be enthusiastic about yourself and what you can do. Look professional, speak professionally and act professionally, as these things are what other people look for when thinking about outsourcing. If you look like a winner, there will be people wanting to jump on the same winning streak!
Prepare posters and ask if you can leave them on college campus notice boards, and this also applies to community notice boards, kindergartens, pre-schools, senior high schools and universities.
Have a 'stick-on' or magnetic sign made for your car. Place it prominently on front driver and passenger doors, or the stick-ons on the back window of your car. No better way than a mobile advertising board.
I have yet to hear about any virtual professional that have had all their business come via their website. So the emphasis is always try and target your own local market, and if you are lucky enough to pick up virtual clients via your website, 'then more power to you'.
Websites: - having a website is not going to generate all of your business and potential clients. Let's be honest and realistic for a moment. Having a website is like having a storefront of a bricks and mortar operation. However, many people will just window shop, and in business, the whole idea is to get them to buy, or in our business, to engage our services.
Tips for attracting customers via your website:
Ensure you have a website that is clean, uncluttered and looks polished. Your site can be either running on its own domain name, or a sub-domain. I hear many people say that they cannot afford to set up in the early months of business with their own domain and hosting. This is not a problem, as some very professional sites are running on sub-domains.
Try to avoid stuffing the page full of graphics and animations. You are trying to sell your services, not the fact that you can group graphics on a webpage to make it look good. People viewing websites and in particular your services, want to know the specifics:
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Who you are
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What services you offer
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How much you charge
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Why should they hire you
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How reliable are you going to be
Keep your website content to the point. Bullet point your services and make it as clear as possible what you do, and why they (the potential client or surfing public) should engage your services.
Keep away from gaudy website colours like black backgrounds with bright text. If possible stick to a white background and have a business name or company branding logo. Keep fonts uniform and stay with, Verdana, Arial or Helvetica, as this is the most common of fonts that people view websites.
Have your contact information on the website, as people wanting to do business with you want to know if you are in their area, or you are a legitimate business. Provide postal address, contact person, telephone number and or fax number, or also include a contact form for potential clients to fill and send online.
Once you have your website ready, then advertise it to the world. Join online business groups like www.virtual-professionals.com, etc and become part of the business directory. There are many online forums you can post articles about your business and services, but be careful that you are not seen as spamming yourself or website.
In conclusion, not everyone will have work or clients just fall into their laps. So with a little bit of work, effort, and spending a few well-invested dollars, you will be well on the way of telling all and sundry about your business.
The tips in this article are tried and tested methods of advertising, and have worked not only for myself, but others who have spent the effort in maximising their business name and services by following these simple tips.
About the Author
© 2002 - 2004 Janice Kalyniuk - No part to be re-distributed, copied or published without the proper consent of the author.
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