Inexpensive Ways To Promote Business “What counts is not necessarily the size of the dog in the fight; it’s the fight in the dog.” -Dwight D. Eisenhower Standing in the shadow ofa big- ger dog can be intimidating, but you can win the fight against the larger “dog.” To survive, you have to get your name out there and promote your business even if you have little or no money to spare. Marketing is more than buying an ad or painting your name on a billboard. It means taking a promotional approach in all that you do. Try some of these ideas: – Create a catchy introduction. First impressions are important. Think up a Slogan (15—20 words) and practice it till it rolls off your tongue. – Network. The best sources of ideas and contacts are trade shows, conconventions, local maintenance seminars, and community events. People there want to network and learn. Ask questions. A convention provides a double benefit because you have educational and training oppor- tunities as well as networking. – Study your competition. Watch other companies in and outside your industry. Pay attention to how they promote their business. Adapt what you can to your business. – Personalize it. Slap your logo onto everything a customer might see, in- cluding business cards, letterhead, in- voices, envelopes, return labels and postcards. Every piece of paper that leaves your office is a potential mar- keting tool, as are smaller items such as pens, pencils, notepads and coffee mugs. – Always say “thank you.” Every- one likes to be appreciated. Remem- ber that you need your customers, they don’t need you. They can find some- one else to take on their business, so you should be thankful. A written thank-you note will go a long way. – Create alliances. Seek out infor- mal partnerships with businesses whose services complement yours. – Talk to people. Promote your company. Talk to anyone whowilltalk with you about your services. pe TRIE] JANUARY, 2001 Page 1 of 1