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Getting Your Message Out
 If you'd rather scrub the bathroom than market yourself, it may be because you have some fear around "putting yourself out there." I hear this a lot. "Putting yourself out there" does indeed sound scary--kind of like you're being thrown to the wolves.
But that's only one way of thinking about it. You have valuable services/products to offer, right? And the people who are already your clients appreciate you for what you do for them, right? And there are many other good reasons why people should patronize you, right?
OK, then instead of telling yourself you're "putting yourself out there," adopt the more positive mantra, "I'm making myself available." When you do marketing to make yourself available to potential clients and customers, it's far less scary--in fact, it's a service to them to let them know about you and what you have to offer!
Referrals
Referrals are the very best way to get new business. Most of your clients/customers will come from other clients/customers. Think of ways to reward them and let them know you appreciate their referrals. Design a discount coupon for your clients that they can give to their friends. Mark it with your current client's name so you know who has referred you when the friend redeems the coupon. If your new client offer is attractive enough, you'll get a new client, your new client will get a great deal, and you can reward the referring client with a credit, discount, or other token of your appreciation. Don't you just love it when everybody wins?
A Few Words About Print Advertising
Advertising may be a good venue for you--or it may not. If you are having an event, listing it in the many free and low-cost calendars is well worth your time and effort. If you can find a publication that hits your target market dead on and has low cost advertising opportunities, paid advertising may be worth considering. If you do go the print advertising route, make sure your ad stands out. It's a real crowded field out there! Also remember that you need to advertise at least three times--and probably seven--before you can expect results from print ads. A little-known secret about paid advertising is that the cost is often negotiable. Ask for the best deal.
Networking--And Not Just At Those Boring Meetings
No, I'm not going to tell you to join the Chamber of Commerce, although for some businesses, it might be a good idea. If there is a specific organization where you're likely to see a lot of people in your target market, then consider attending a few meetings of that group before making your decision about joining.
But think of networking much more broadly. Everyone you know (and run into) should know what you do. Practice your elevator speech until you've got it down pat, and don't be afraid to use all or part of it as appropriate. And keep those business cards with you at all times! For more tips on networking, see my newsletter on that subject.
Give it Away
There are lots of opportunities to get visibility for your company if you're willing to provide services or products in exchange. Service organizations are always looking for door prizes or raffle items, and they'll be glad to give a little spiel about you to the group. Often this will get you listed in the printed program as well.
Also consider giving a free service or product to someone who is an "influencer." By this I mean someone who knows a lot of people and is in an excellent position to recommend you to others.
Make your Business Card a Mini-Brochure
 Did you ever notice all that empty real estate on the back of most people's business cards? For just a few dollars more, you can have the back of your card printed to say more about you and what you do.
As inexpensive as business cards have become, you can have different versions printed for different purposes. Then you can use the back to highlight a special offer--deals for new customers, discounts for a limited time, etc. Just remember to let people know that there's info on the back when handing them your card, i.e. "Here's my card, and on the back is a special offer for a half-price treatment now through October." More on business cards in an upcoming newsletter.
Follow Up and Say Thank You
Did you know it takes six times more effort and money to sell to a new client than an existing client? Determine an appropriate follow up strategy for your business and carry it out. It might be a phone call to see how a massage client is feeling or a thank you note after a project is finished. 30 days later may be a good time to re-contact the customer to let him/her know about a new offer or related product or service--or just to see how they're doing.
Everyone loves appreciation. If it's appropriate for your business, you can say thank you with a special birthday offer along with a card. And plan for the holidays now--Thanksgiving is a great time to let your clients know they're valued.
I'll be covering ways to manage your growing client list in a future newsletter.
Let Me Count the Ways
There are many, many ways to market your products/services. As you draft this part of your marketing plan, list all the methods that you could possibly use over the next year to market yourself. You can then pare it down to what's practical. | 
Determining the goal of your marketing
