Ack, the economy...I can't afford to advertise! I have heard this quite a bit lately. My response is that now is when you need to advertise more than ever. In a tough economy consumers spend less and are much pickier about where they will spend their money. You need to go the extra mile to get their attention.

So, if you are on a tight budget, what type of advertising works best for you?

Well, the free kind (or near free) is the best, of course!

1. Host a workshop where you give free advice on your area of expertise with a Q & A session. Chances are, some of the attendees will contact you afterwards for your services if you impress them. You will probably incur some venue expenses, cost of drinks and snacks, and costs to advertise the event. If you are creative and diligent, you may find a free venue and have the event sponsored to cover the other costs.
2. Contact your local newspaper and see if you can write a weekly column giving expert advise. Be sure to include a tagline at the end of each article with your contact information.
3. Join your local chamber (there is usually a small cost associated with membership) and attend the networking meetings. Be sure to bring professional looking business cards!

Can you afford a bit more?

1. If you don't have a website, consider going that route. A website is like an advertisement that never expires, runs 24/7 and can contain whatever you want, whenever you want.
2. Newsletters (paper and electronic) are fantastic, because you remain in constant contact with your existing and hopefully potential clients AND you are sharing expert advice in each newsletter. Plus existing clients are great at sending referrals your way!
3. A postcard campaign is also easy on the wallet, but effective in drawing in customers.

Remember, you will need repeat contact prior to seeing results. Sending one postcard or newsletter isn't going to cut it.

What to avoid on a tight budget.

Avoid placing an expensive advertisement that is only going to run once or not get a lot of exposure to your target audience. Direct mailing and e-mailing are great ways to control exactly who is receiving your advertisements.