You tell yourself: "I just can't justify spending the money for a public relations firm, but I really need some help in getting the word out about just what it is I do. It's a money thing, and I just don't have it."

I understand your dilemma. There's no need to spend thousands or even hundreds of dollars on public relations, you can do a fairly credible job yourself. The secret is to look at your business through the eyes of your prospects, not your own. Here's a few techniques that can help bring in the business without shelling out the big bucks. None of these ideas will provide instant success, but all could dramatically in crease the bottom line over time.

BECOME MORE VISIBLE
If you sit behind that desk or stand behind that counter all day, no one other than your customers and employees will ever know you're alive! Join a few organizations, preferably ones which your potential customers belong. Get yourself involved in community activities where you will be noticed. The time you spend away from your business will multiply many times over in the form of new business. Just don't get bogged down with detail work in these activities and you'll be okay.

STEP OUTSIDE
What does your business look like from the outside? If you are home based, your outside is the clothes you wear, your business card, and occasionally, your vehicle (although not enough for you to tell your significant other that Paul said you had to buy a new car). Man or woman , an investment in one or two really good business suits is well worth the money. A classy business card doesn't cost much, and it says a lot. The admonition to 'dress for success' still holds true, even in 'rolled-up-sleeve' territory.

If you have a physical presence in the community, look at your business location as if it were the first time you've ever seen it. Does the paint job on your sign look shabby? Is your sales area a disaster? Whatever the problem, fix it! Your business has the same 'dress for success' needs as do you.

CROSS PROMOTE
Is there a non-competitor in your area that meets with the same general class of customer as do you? See if you can make an exchange. Put your cards, flyers or brochures next to their register and their cards, flyers or brochures next to yours. Who knows, you each might obtain new customers, and the cost is practically non existent.

WORK YOUR CUSTOMERS
Your customers like to feel important. Help them achieve this feeling by remembering them from time to time with an offer they can't refuse. Give them something--anything--for a lead. "Bring in the name of a person who could use our services, and we'll give you a bright yellow rose in a crystal bud vase for your trouble." Would that bring in business? Of course it would, and it doesn't cost much to make it happen! Let your imagination roam, it could pay off big!

DON'T EVER SAY NO
"Will you donate something to our Friday Bash?" This, or something very much like it is a question business owners receive all the time. The instinct is to say, "NO!" Let's look at what this "NO!" actually says.

The person asking goes back to the Bash Committee saying you were uncooperative. Now six people don't like you. They'll tell a half dozen each what you didn't do, and now there's 36 people who don't like you. Can you afford this? Better to give something, even if it's a discount from your regular rates and make 36 people happy, wouldn't you say?

CHECK OUT THE BIG GUYS
Give a careful look at how the big companies in your business spread the word. You can't afford what they do, but you might be able to scale it down to your price bracket. A full color ten page brochure could be condensed into a four page one or two color brochure (or even one color on colore d paper) for peanuts. It will do the same thing the slick promo will do, admittedly not at the same level, but clever wording and great graphics go a long way.

Try these Success Tips, they could be winners!