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Business Assistance:
Home-Based & Micro Businesses in Mississippi - FAQ 4

What type of advertising is the best for my business?

Advertising relates and communicates your products or services to potential customers so they will want or need what you have to offer. Advertising is not difficult once you have identified your customers and targeted your market. This helps you determine when, where, what, and how to advertise. Advertising lets your prospective customers (target market) know about your product and makes them want to buy from you. The advertising you choose should project the kind of image you want for your business.

Choose the forms of advertising that work best for your business:

Word-of-Mouth

Word-of-mouth advertising can be the very best advertising for a home-based business, because it is free, sincere, believable, and unsolicited. Be sure the "word" is favorable by building up a good reputation. Be professional, meet deadlines, keep appointments, and do not accept more work than you can deliver. Good business practices and friendliness will enhance your business and make people want to return. Building a reputation takes time, so you will have to use other forms of advertising as well.

Business Cards

A professionally printed card is an asset to almost any business. Include your name, business name, address, phone number, products or services you provide, and an attractive logo, if you have one. Give cards to interested people you meet. They may not buy your product or service now, but may refer someone to you at a later time.

Letterhead and Envelopes

Printed letterhead shows your customers you are a professional business person. You may want to announce the opening of your business by mailing notices to prospective customers. Letterhead stationery is often necessary when purchasing materials and equipment from wholesalers and suppliers for your business.

Brochures

A brochure can be small, inexpensive, and attractive. Get advice from a printer. You may want to hire a graphic designer to help with the layout of artwork, text, and lettering. Even though brochures can be moderately expensive, they may be a good choice for marketing your particular business.

Direct Mail

Mailing brochures or letters to businesses or people likely to become customers may be helpful when you first open your business. Mailing again at regular intervals throughout the year may also help. Mailing can be expensive and should be weighed with the other options when you decide on your advertising campaign.

Bulletin Boards

Post professional-looking brochures, flyers, or business cards on public bulletin boards in restaurants, grocery stores, Laundromats, apartment complexes, schools, or anywhere visible to your target market.

Newspapers

Contact local editors and tell them about your new service or product. An editor may want to do a feature story, especially about your grand opening. An article can be free advertising and may be more effective than a large, paid ad. Be sure to thank the editor if he or she runs the story. Getting space in a newspaper may be easier if you can tie into the activities of a charitable organization, or a community activity. Include a black-and-white picture and news release.

Classified Ads

Ads in local newspapers and shoppers guides are appropriate for many home-based businesses.

Portfolio

Put together a collection of your best work. Many people take photographs of every project. You may want to include a resume and list the advantages or special features of your business. Include letters from satisfied customers, and be prepared to suggest several past customers as references.

Shows or Displays

Displaying some of your work in a public library or bank may be appropriate. Have business cards available for people to take. Be sure the display is secure so you do not lose valuable merchandise.

Other Businesses

You may want to advertise in a business that compliments yours. Cooperative advertising usually benefits both businesses.

Telephone Book

Check with the phone company for the time of printing for the next book. Be sure to get your business name in the white pages. A listing in the Yellow Pages may also be helpful, especially for service businesses.

Local Radio and Television Stations

Some radio stations have local talk shows. Call the directors to see if they are interested in discussing your home-based business. A purchased radio or television ad may be expensive, but it is worth looking into when tied into some news feature or special event.

Local Organizations

Joining local organizations provides a good opportunity to make valuable contacts. By participating in community activities, you increase the visibility of your business.

Networking

A network is a collection of acquaintances and business peers you depend on for information, services, support, and access. Network relationships are based on mutual and professional respect for the other's ability to help when needed as needed.

Internet

The consuming public is more convenience oriented and time conscious in their decision making than any time in history. Consumers want information and they want it now. "Surfing the net" is quickly becoming the first response to gathering information, comparing prices and/or features, and even purchasing products and services. Use of the Internet as a communication and advertising medium can be captured through e-mails, web sites, and web portals. It is important to understand that more products can be presented to more people, in a shorter time, and for less money via the Internet. [Note: For additional information refer to E-Commerce: Selling on the Internet.]