by Garry Spotts

Created on: October 01, 2009

Starting a small business is exciting. You have a great product or a killer service and now it's time to let the world know that you are here. Advertising your business can be an expensive proposition. Yet you mustfind ways to connect with enough people to identify the ones who will buy what you have to sell. It is important to discover ways to promote your business without breaking the bank in the process.

Discover the difference between advertising and publicity.

The simplest distinction is: Advertising costs and is easy to get, publicity is free but more difficult to get. Graphic advertising in a local newspaper can cost as much a $1,000's of dollars with minimal exposure and impact on your business' bottom line.

There is one more important difference between publicity and advertising. Publicity is what the media says about you and carries greater credibility with potential customers. Advertising is what you say about yourself and must be proven with customers who patronize your business.

Getting That Ever Elusive Publicity

Getting the media's attention and willing participation in your business promotion is a tricky equation. First, you should know that the media has no desire to promote your business. It's nothing personal, but the media is only interested in "newsworthy" items that will be of interest to their audience. If your newsworthy publicity attracts more readers, viewers or listeners, then the media outlet sells more advertising and makes more money.

If you want media publicity, connect your business in relevant ways to news that interests media readers, viewers and listeners. Say you own a heating and air conditioning business; offer free furnace inspections and cleanings to senior citizens or families of deployed military as a way of giving back to the community.

The key to getting free, powerful publicity is creating newsworthy events in your business that serve the media's need for good content. Persistence is essential, and knowing the difference between good news and shameless self-promotion is equally important.

Look for non-traditional advertising outlets

Advertising your business doesn't have to depend upon traditional media outlets. Look for unique community publications such as:

1.) Apartment complex monthly newsletters,
2.) Business association newsletters,
3.) Home owner association dispatches and
4.) Church or non-profit communiqus.

Some of these type publications may not take outside advertisements, but they may need helpful

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