You own a growing business and your WebSite may bring in a buck or two now and then, but it’s not your primary source of income. Let’s also say you have a small amount of money to do some promotion.

The questions you have may include: “Should I spend my money on an Internet advertising campaign or use the more traditional channels?” “Given all the circumstances, what are the best ways to get my message across to the most people with the most effectiveness?” The answer to these may be to use promotion instead of advertising.

PROMOTION vs. ADVERTISING
The first step is to clarify the difference between promotion and advertising, and determine which is best for you in a specific instance. Advertising is that billboard on main street, or that offer in the newspaper, or the special on your WebSite, or that ad on radio or TV; all of which tell the buying public that you have the answer to their immediate need, so call or visit you at once to take advantage of the special of the day.

Promotion is still advertising, but it encompasses more than the radio, TV, Internet or newspaper ads we normally associate with advertising. Promotion describes everything you do to create a positive image of your firm and to let prospective customers know that you have answers others don’t have! As you've surmised, promotion can cost a lot of money, so you need to select the two or three methods that best fit your business goals while keeping your costs at a minimum. Here are several strategies from which to choose.

DEVELOP A CAPABILITIES BROCHURE
Every business needs a Capabilities Brochure. It’s purpose is to headline the more important products or services you offer which your prospect might be interested in purchasing, then show them why they should purchase from you. Use pictures with explanations, not explanations with pictures. Examples to highlight in a Capabilities Brochure could include skills, knowledge, special facilities, and similar things you are capable of doing and/or using for prospects. Do not include pricing information, that’s the sales part.

A well-designed brochure will be a selling document; one poorly designed will end up in the trashcan. I cannot stress too strongly the need for an outside expert, so design this important document using a marketing consultant, not your internal marketing, advertising or sales department.

GENERATE A MONOGRAPH
Your prospects want to do business with a winner. A symbol of being on top of the heap is a pamphlet, mini-book, or similar product showing your expertise in one or more areas that matter to a buyer. Sometimes called a monograph, this document shows prospects they are dealing with an expert that knows how to solve problems, not just another supplier of goods and services. It doesn’t cost a lot to produce this material, so you can give it away!

In fact, the secret of using this booklet is twofold: giving it away when you speak at your tips club or at a Chamber of Commerce meeting, and advertising it on your WebSite and in the newspaper as a ‘free gift’ for $4.95 postage and handling (this sum should cover the printing and mailing for everything, making this a zero sum tool! To learn how to write a terrific mini-book or pamphlet, send $15 for my mini-book titled: How To Write A Mini-Book.

WRITE A NEWSLETTER
An often-overlooked method of obtaining business is a newsletter. This tool can be offered on your WebSite, or you can mail or email it to subscribers. Newsletters lend an air of "family" to the business transaction. With a newsletter, your firm becomes more human, more empathetic, and more friendly. Newsletters can test new product and service offerings, make one-of-a-kind offers, and pave the way for price increases, shortages, and other bad news.

Mail your newsletter to past, current, and potential customers, and to those in the community who could influence buying decisions of your products and services. An effective newsletter has four pages. Don’t charge for a newsletter unless you are an expert with national recognition in your area.

INITIATE A DIRECT MARKETING CAMPAIGN
This is an expensive tool. You will need the help of a direct marketing expert to help select the target audience, focus the campaign on the target, develop suitable material, and follow through with appropriate response material. Don't make the costly mistake of just sending a brochure, catalog, or flyer; this technique doesn't work with today's sophisticated buyer. A direct marketing campaign can be coupled with a WebSite, but this is even more expensive, and results vary all over the place.

SOLICIT TESTIMONIALS
It's extremely effective to have your satisfied customers tell prospects how well they have been served, and it’s relatively easy to obtain a testimonial. Write a letter to your customer asking them what they thought about your product or service, and wait for the answer. Gather the positive letters, reduce them in size, and put them on both sides of an 8½ X 11 sheet and include this terrific marketing tool with your capabilities brochure. Use the negative letters to improve your services.