Most budding entrepreneurs know that successful businesses are built from solid marketing pushes. And while there are scores of well-written books on marketing and promotion, finding the right combinations to use and the right prices can be difficult. This article will help you to identify four powerful, cost-effective marketing pieces for your business, how to use them and what other marketing elements you can use to drive them.

• Direct Mail Postcards:
Perhaps one of best ways to get your business in front of the most people. Direct mail postcards take advantage of the fact that most mail that a potential client will retrieve from their mailbox are white envelopes. Having said that, a direct mail postcard that is 5 inches by 9 inches in size and full color will almost guarantee that it will be seen. The challenge then goes from having it seen to getting it read. If you can resist the urge to throw your business in a prospective client’s face by listing every single service you offer, you stand a greater chance of having someone reply. Usually a large graphic teamed with a creative headline will capture attention. You can then say what must be said on the reverse side and call the reader to action.

Best Teamed With: Corresponding print ads in newspapers or direct mail magazines.

Best Use: Direct mail postcards work best with service oriented businesses (i.e. landscaping, power washing, and remodeling).

Cost: Moderately Expensive

• Door Hangers:
Gaining ever increasing popularity are door hangers. They are simple to make, easy to use and highly effective. They are next to impossible to ignore since everyone must grab their door knob to enter their homes. Door hangers can be as simple as thick black text on a colored hanger to a full color hanging advertisement. The advantages of door hangers are having them printed on stock with a perforated business card on the bottom. This enables you to leave a prospective client with something they can store in their purse or wallet for when they need you.

Best Teamed With: Corresponding print ads in newspapers or direct mail magazines.

Best Use: Door Hangers work for nearly every business.

Cost: Inexpensive

• Flyers: If you can’t find it in your budget to run a full color ad in a direct mail magazine or newspaper, full color flyers are the way to go. For as little as $.39 at Staples, you can print a single sided full color flyer and pepper an entire parking lot with them in less than one hour. If you’re firm believer in the law of averages (one return for ever 10 flyers) you’ll find the time distributing them well worth it. A well-designed flyer can generate sizable business if it is treated with the same care as a full page ad (planned thoroughly with a clear message and a clear call to action). If you’re computer savvy, you can take the time to collect the necessary e-mail addresses of potential clients and e-mail the flier with an introductory letter for an added touch of professionalism.

Best Teamed With: Flyers are best accompanied with a business card, if possible.

Best Use: Flyers work for nearly every business.

Cost: Inexpensive

• Business Cards:
The simplest form of advertising is the business card. A good business card will serve as a billboard for your company. If budgets allow, a two-sided business card will more than do the trick. The front of the card should serve as sort of an ad for your company while the back offers something functional (a calendar, tip calculator, etc.) or important information about your business (prices, rates, etc.). Most business cards fail because people invest so little time and effort into them. However, your business card will be the measuring stick many people will judge your company’s quality on. If it’s printed on cheap stock and offers little graphical flair for the eye, the perception of your company will be cheap, amateurish, and second rate. If anything, the business card is the most important marketing tool you can develop.

Best Teamed With: Cover letters and any information distributed about your company.

Best Use: Given out personally.

Cost: Varies.

These are just a few marketing ideas that can get your company exposure. Most companies go under without well planned marketing. If you’re writing a business plan or have written one, a solid marketing plan is a must. It could be the deciding factor in the longevity and success of your business.

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