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Publicity and advertising. Why do you want them? To bring in business of course. That means you not only need the publicity but you need it to reach the right people with the right message. Just getting your name and business information out there won't do it, you have to get the message to people who can benefit from what you offer. Beyond that, you have to convince them that they should do business with you. That means that effective publicity must meet two requirements:

1. It must reach the right audience, and

2. It must give the right message. That message is not only what you do but how you do it and who you are.

Face it, people prefer to do business with someone they "click" with, someone who not only offers what they need but whom they can be friends with and trust. That means that the best publicity is personal, face to face or in small groups.

How do you get that publicity? You go to where potential customers meet in such groups. You seek settings in which you can sit down and talk with potential customers, one on one or one on two or three. Or you try to talk to small groups. Many clubs and business associations need educational speakers for their meetings. If you can provide information useful to them, they are likely to welcome you and give you about 20 to 30 minutes to provide them with some education. If that education draws on your professional skills they will be impressed.

Even better, most have a meal during their meetings. That will give you the opportunity to sit at a table and talk with a few of their members. You can go from those meetings having made the acquaintance of several potential customers and having shown the entire group a sample of your abilities. If you do it right you will listen to those people, one on one, and learn about their interests, business needs etc. That help them feel comfortable with you and more likely to do business with you.

But what if your customers are more the general public than other business people? Then you do need to cast a wider net. In this case you can show off your abilities for a wider audience. Letters or op-ed pieces in the local paper may allow you to educate people while mentioning that you are qualified because of your business. People are more likely to shop at an establishment whose name they recognize. Of course you can't flagrantly promote your business in these venues but it is possible to say something to the effect of "I know this subject well because I have been in the business for X number of years." With that and your signature mentioning your company and position you can get some good publicity.

Of course all the above assumes that you can speak and write effectively. If you need to strengthen those skills take appropriate classes or otherwise improve your talents. Community colleges offer classes in speaking and writing, and a Toastmasters club will help with public speaking skill.

Learn more about this author, Hal Lillywhite.
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