Ten Ways to Build Your Business on a $4.60 Budget

By Debra Koontz Traverso

So you want to expand your business, coaching practice or artistic project? You want to reach and persuade your prospects through an effective marketing program?

Then be prepared to spend a lot of money! At least 79¢ for a good pen, around $1.98 for a pack of typing paper, 33¢ for a stamp, and about $1.50 for a pack of envelopes, for a total cost of $4.60.

Ok, obviously the above introduction bordered on sarcasm to capture your attention. Which it did; you're still reading. So what's my point? Writing is a highly effective yet inexpensive way to get your audience's attention.

Here are 10 invaluable ways to write to reach prospects. . . .all within your $4.60 budget:

1. News releases:
If you host an event, offer a seminar, give free advice, write a book, or win an award, then announce it in a news release. Nineteen percent of the non-advertising space in the average local newspaper is the result of a news release. Those releases may as well come from you. But be sure to write them in true journalistic style (inverted pyramid) and short, succinct sentences and paragraphs.

2. Articles:
Query the editors at a publication your prospects read to learn if they would be interested in an article about a topic you propose. If you opt not to accept pay, you generally will get a two-sentence (or more) biographical summary at the end. Many of my students at WriteDirections.com have found that this helps to build credibility, reputation and traffic flow.

3. Fillers:
Every newspaper and newsletter needs fillers from time to time. In 25 words or less, practice writing pithy tidbits of advice or insight, or explain numbers and statistics from your field. Provide them to your local publications and request that when they're used, your name and/or business is included.

4. Editorials:
If something is stirring in your community or industry that the editors of publications you read are writing about, contact them and let them know that you have a new or different perspective or "fresh information" on the topic. You might even be invited to write an editorial for them; but don't suggest it. Wait to be asked. Meanwhile, put your energy into the other ideas on this list.

5. Letters to the Editor:
If you read an article that you think your prospects might have read too, write to the editor about it. Find an unusual aspect that the original author missed, counter his/her thinking, or suggest where readers might learn even more about the topic. You just might see your name and business in a future issue's Letters to the Editor section.

6. Personal letters:
Have you expressed your thanks in writing for your customers' patronage? Have you let prospects know that you enjoyed talking with them? If not, it's time to do so. Send them "heads-up" letters or "just to keep you informed" letters. They'll appreciate the extra effort. And, best of all, they'll feel as though they owe you something in return. Perhaps some business?

7. Booklets:
Write an informational piece for potential clients. If you give away free advice, clients will begin to develop a feeling of trust in working with you. Distribute them anywhere, anytime. Design them so that they're easy and inexpensive to mail; for example, in a standard size number #10 business envelope. Or, add a small fee for the booklet and you might even turn a profit.

8. Fact Sheets/backgrounders:
Prepare a fact sheet about your organization to distribute anytime someone asks for information. Include: what product/service you offer, who you serve, how you are different from the competition, the age and location of your business, who your clients are, and any impressive numbers and testimonials that you have. Provide these to clients, the news media, colleagues in your field; include them in press kits; hand them out at events.

9. Chronologies:
If you have impressive changes or growth to talk about regarding your company or within your industry, then describe it in a chronology in brief one-sentence paragraphs or bulleted items. You don't need to write much; let the information or the numbers from date to date make the point for you. Distribute them as you would item number 8 above, fact sheets/backgrounders.

10. Biographical sketch:
If you know that you're the right person for a job or task, then no doubt your resume can help prove it. However, rewrite your resume into a format similar to that which someone would use were they to introduce you as a speaker. This makes it easier for editors to decipher anduse.

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(c) 1998-2001, WriteDirections.com & OutsmartingGoliath.com. Reprinted with author's permission.

Debra Koontz Traverso is a marketing communication specialist and co-president of www.WriteDirections.com. Contact Debra via email for more information on how to get a copy of the booklet referenced. Her latest book is "Outsmarting Goliath" and can be reviewed at www.OutsmartingGoliath.com.