Advertising can be a huge financial drain on a business. If you're just starting out, or want to reduce your overhead, skip the expensive radio spots and focus on free advertising. It's not just possible, but easy and fun. And did we mention...free?
*Free Business Cards*
You can get these made at Vistaprint. They are 100% free-you just pay for shipping. The only catch is they include their logo on your card, but it's very small and the effect is still professional-looking-after all, that's how Vistaprint gets *their* free advertising done!
*Free Flyer's and Brochures*
Do you know any design students who need real-life experience to add to their portfolio? Or, even better, ask a design teacher to set an assignment for her class. You'll have dozens of possible designs to choose from. Finally, if you're friends with a professional designer, you can offer free services in exchange for their help. (Don't know any designers? More tips coming on how to befriend them-for free, of course.)
*Free Advertising With Every Email You Send*
If you don't already have one, create an email signature. This is a piece of text that your email program automatically pastes at the bottom of every email you send. Keep it short and professional: your name, business name, website, and contact info. Click here for details on how to create a signature in Microsoft Outlook.
An email signature may seem too insignificant to be called advertising, but you never know when your friend will forward that cheesecake recipe you emailed her to her colleague at work who just happens to notice your Wendy's Wallpapering signature at the bottom and thinks, "Oh yeah, that spare bedroom! I was meaning to get it wallpapered!" CLICK....
*Free Advertising Through Social Networking Websites*
Social networking websites are surefire ways to increase your contacts without spending a dime. If you already have personal accounts on sites like these, it's worth setting up a strictly business account; your professional contacts don't need to know that Buttons just learned to widdle in the box.
LinkedIn is an absolute must, as it's specifically geared towards professional networking and there are free workshops out there to teach you how to use it more effectively. Facebook, Myspace, and Orkut are also useful and easy to use. Twitter allows users to receive on-the-fly advertising as text messages from you. What better way to send out reminders to your new office's grand opening?
If you're worried that social networking sites will be a leech on your time, be reassured: many of these technologies work together. For example, you can update your Facebook status just by sending a Twitter update. Set aside some time each day to update your networking sites and reply to contacts, but don't get addicted!
*Free Advertising Through Blogging*
A blog is an online publishing tool for you to share information and updates with others on a regular basis. You can easily set one up for free. But what to post? Blogs that simply promote a business are common and forgettable. Instead, think about providing useful information that will keep users coming back for more.
For example, Allan owns a knitting store and wanted to increase business. He started a blog where he includes seasonal patterns, funny knitting anecdotes, and answers to reader questions. As Allan gains his reader's trust and liking, they'll be more likely to use his business or refer him to others. Check out this inspiring podcast about one woman who went from making $20 a month to $4500 on her blog.
*Free Advertising Through Shared Interests*
Say you needed to hire a sound engineer, who would you call-some random name in the yellow pages, or the guy you knock pawns with down the pub on Tuesdays?
Manuel is a sound engineer who loves to play chess in his spare time. He uses Meetup.com for free advertising. This fantastic free resource enables you to get in touch with people who share your interests and plan meetings in your area.
For example, Manuel plans two regular Meetup meetings. One is a meeting for sound engineers. This helps him network with his peers and stay connected to the industry. The other is a chess club. Manuel meets people from all walks of life there, and he always has a business card on hand to give them. Imagine the possibilities!
*Free Advertising Through Generosity*
Are folks more likely to hire someone who donates to their charity of choice? Some would say yes. Claudio donated a basket full of dog toys to the local animal shelter's annual lottery. In return, the shelter listed his pet toy business as a sponsor on their pamphlets, announced his business name during the lottery, and passed out his business cards at the door. Seek out local organizations and offer to donate your services or products for any public events they might be holding. Not only will you forge a good relationship with local organizations, you'll also make an instant impression on potential clients who wouldn't have known you existed.
*Free Advertising Through Mutual Benefit*
If you have a website or newsletter already, why not trade advertising space with others? Just make sure the trade is equally beneficial for all parties concerned. Courtney relates her experience trading advertising with a salon owner: "I agreed to post an article about her salon on my website, and in exchange she'd post my business cards and flyer's at her salon. However, in the course of 6 months, I sent dozens of friends to her for haircuts, and I never got a single client from her. Turned out she had stuck my flyer's on a well-used bulletin board in the lobby, where they quickly got covered up!"
*In Conclusion*
Using all of these approaches to free advertising together make for a winning combination. However, no matter how many contacts you have or how many business cards you pass out, if you give off a bad vibe your business will suffer. Be direct, honest and sincere: the comments people post on your blog or on Linkedin will reflect their positive perceptions of you and your business. You are your own best-and truly free-advertisement.