5 Marketing Ideas For Tightwads
   Terry M. Blair

If you’re bootstrapping your startup, chances are you don’t have a pile of money earmarked for marketing.

Yet it’s marketing activities that will bring new customers to your door. So for those of you who want to do marketing on the cheap, here are five ideas that really work.

1. Answer your phone
Many businesses don’t even answer their phones. They send all telephone calls directly into voicemail.

That’s a mistake, especially for startups. You’ll impress potential customers if you answer the phone with a cheery “Hello.” Even a brief conversation will give you the opportunity to create rapport with customers, to show you value their interest and their time.

Personal service rates high with customers. And answering your own business line demonstrates a commitment to service that’s not found in many businesses.

2. Respond to e-mails
Customers are accustomed to asking for and getting information via e-mail. It’s easy and convenient. And it’s a perfect opportunity to market your products and services.

Use e-mails not only to answer customer questions, but also to tell prospects more about what you offer. If a customer asks about a particular service, answer the question first. Then tell him about additional, complementary services that he might be interested in.

And don’t let hot prospects get away. Always request the customer’s telephone number and ask if you can call to discuss her needs.

3. Put business cards to work
Business cards are cheap to print, easy to distribute and underused by most small businesses.

Make your business cards work hard by turning them into mini marketing brochures. Print on both sides of the card. Use colored paper that will stand out. Print in black ink for easy reading (and inexpensive printing).

Provide as much information as possible about your business. At minimum include:

• Business name and address

• A one or two line description of your products and services

• Local telephone number and toll-free telephone number

• Web site address

• E-mail address

• Hours of operation

• A simple map to your business, if appropriate

• Professional credentials (for instance, member of BBB or local chamber of commerce)

• Industry credentials (for example, writers might use “Member of Society of Professional Journalists” or an office organizer might use “Member of National Professional Organizers Association”)

Your business cards won’t do much work sitting in your desk drawer. Distribute them freely at every opportunity.

4. Ask for referrals
This marketing method costs you nothing and can generate plenty of new business.

Every time you make a sale, ask your customer for a referral. Even when prospects decide that they don’t need what you’re selling, ask if they know a friend who might be interested in your services.

Too many small-business owners shy away from requesting referrals. They’re afraid of rejection. So gather your courage and develop a thick skin. The payoff can be big.

5. Mail postcards
Postcards cost only 23 cents to mail. No fancy printing is required. A white postcard with black ink will get the job done.

You can even develop your own mailing list so you won’t have to spend money to buy a mailing list from a list broker.

If you sell direct to consumers, use the local telephone book to generate a mailing list. Look for people in your immediate area.

If you sell to businesses, get out the Yellow Pages. Find businesses that need your products or services.

Mail to the same prospects two or three times before you strike them off of your list. Highlight a different benefit with each mailing.

(Posted March 2005)

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