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As a small business owner you may lament the expense of advertising but know that it is an essential part of your business if it is to survive and to prosper. The only good thing in the end is to have a successful advertising campaign and claim the expenses back as a tax deduction. Either way, you will claim the advertising as a business expense but its much, much better to do it from the profits than a loss.

So, because advertising is so expensive to do it the traditional way through the classifieds or a Newspaper ad, which today has a very dubious success rate, you will need to find an original, memorable and very effective medium in which to do it. This calls for some ‘out-of-the-norm’ thinking. How good are you at being different?

If you are running a small trade business you will need a really good network in today’s world to survive. Why not gather a group of other trade businesses and do it together as a working group? Chances are anyway that you will need to call in one or more of them to do a job so why not get together with other trade businesses that you trust and do it together as a group to cut expenses?

Most small service based businesses have a network in place from which they get a fair percentage of their work anyway. By banding together on some activities like advertising and marketing, you both or all benefit from the exposure and it doesn’t break the bank for any of you. Just be sure to use this method though only with people you trust implicitly and know are financially secure.

If you would prefer to advertise on your own, then why not use more vehicles on which to do it? Using vehicle Decals are a great mobile marketing idea and if you are after exposure for your business, seeing a dozen cars or more on the road in your town or region gives the impression that you are a big business and seem to be everywhere. Next time someone needs a plumber or a financial advisor they are more likely to remember your name.

How to get these extra vehicles to carry your vehicle decal? Advertise for people who wish to earn an extra income, use their vehicle on a daily basis, either have a business that calls for a lot of driving or they have a regular car park with good exposure where the car will be frequently and regularly seen. The only two essentials that they must have is (1) a relatively new car not older than two years and (2) a clean driving record. There are many people in the world today who would be willing to negotiate a fair fee to put your decal on their car for a month or two and show it off regularly around town for you.

The investment outlays are ready, business plan is on the table, the right resources have been gathered; now all I need is some clients to get the wheel rolling. This is a common requirement for all the businesses that are either in the nascent stages or are confronting a scenario in which they have just finished up a major re-engineering project. So how does one get those requisite clients? The answer is this: by selling yourself, or your offerings, to be more precise.

The cycle of adding a new client to your portfolio entails a three-step strategy. Reach out, market, and sell.

The first part, reaching out, highlights the importance and need of coming in contact with the target segment. This step, of course, is preceded by defining the target segment based on your business plan and offerings. The definition of a target segment revolves around picking up the right age bracket along with the desired income level and usage value of the product. Once the segment has been identified, the focus is on sending the message that you have an interesting proposition for them in the works.

A large business could do so by investing in massive advertisement campaigns; however, considering the span and financial constraints of a small business, one-to-one networking is a handy tool. The key aim is to spread the message. Create well word-of-mouth. Publicize among your social circle and to your family. Send out special greetings to a select few. Networking is the mantra! Get some pamphlets printed and posted to the neighboring area. Newsletters in education institutes, boutiques, and barbershops can also help you get less expensive publicity.

The second step is to market to the generated leads in step one. Marketing entails a detailed presentation about the offerings (with special focus on why this specific customer should buy it). Remember that you are new and small; so do not ignore even a seemingly smaller interested party. Think like your client and base your marketing strategy on the same grounds. Listen to their needs first and then bring out the specific qualities in the product. Do not overdo things and get into negative publicity about competition. This way, you are informing them about others in the market, thus making your success more difficult.

The third and final step calls for making the sale or closing the deal. Many marketers often lose when they are too close to making the deal. The reason: You’ve simply not prompted the customer enough to pay you right away. The trick lies in drafting a tempting and easy payment plan. Price the product according to the customer’s capacity to pay. At times, too inexpensive products fall in the category of inferior products. So, study your client before quoting any price. Promise after-sale services if required. Give them adequate demos and facilitate transportation and fixing-up services to make the combo more desirable.

Adding clients is difficult; but if you just follow the mentioned three steps, the road to success can be much smoother.