Get your small business featured in big time publications.

If you have a low budget or no budget your advertising campaign can still be done for free, and a small business owner can get free ads with large publishers.

Magazines and other print publications have an ad to content ratio to maintain for legal reasons, and sometimes an issue has a blank space just waiting for an interesting press release (content) to match the size of an ad that they want to squeeze in for maximum revenue.

I once developed a free ad campaign for a manufacturing company on a product line that hadn't changed in 30 years. How do you say something new about a dinosaur? Forget features and focus on the benefits.

Research and create a directory of publishers in your industry, and then contact them for the proper editor responsible for reviewing press releases for your line. Their web site may have what you need, otherwise these editors will tell you what they want, the format, and requirements for accompanying photos. Make a database from your list, and then get ready to send them a press release every month (forever).

Develop a dozen press releases about the benefits of 12 different products with professional quality photos. Divide your database of publishers into 12 groups, and then rotate press releases so all 12 go out to someone every month, and track your system carefully so each editor gets a different release each month for a year.

You can start all over a year later with the same press releases or develop new ones if you are introducing new products. What happens next?

Eventually you will be published. Most send you bingo cards to report interested readers, and then it's time for followup. My system generated 100+ leads a month, so be prepared with a good followup system and don't let the bingo cards get stale.

For most small business owners a single employee can handle the mailing and followup once the press releases, quality photos, and phone routine or form letters are ready. With discipline and patience, it will work.

One final note, do not overlook smaller publications. Any printed media remotely associated with what you do is worth the small cost of a monthly press release.

Local Businesses and Web Sites

It seems that most successful businesses these days have web sites, even businesses that service only certain geographic areas. On the web, where the market place is global, localized businesses can be at a great disadvantage.

A Local Business Web Site Example:

Lets use the example of a car cleaning businesses. The business only cleans cars in a specific city, yet wants to use their web site to create more business. Time and money is invested in marketing the site in the search engines, paying particular attention to marketing the site for the specific geographic region the service provider covers. Nonetheless, many visitors from around the globe are likely to stumble across the site if it is well marketed.
Offer Non-Geographic Specific Products and Services

If a local business does not offer some sort of product or service that is available to the global market, than these web visits are wasted. The solution is simple. Local businesses that expend effort marketing their web site should also consider offering additional products or services that can be purchased by the global market.

Product Options:

Options for our example - a car cleaning service - could include T-shirts, hats, cleaning cloths, wax and/or soap. Even just T-shirts could be an additional source of revenue, whereas the seller benefits not just from the direct sale, but the advertising the wearer of the shirt will provide.

Drop Shipping Makes Offering Products Easy:

To the busy business owner, offering additional products for the sake of web sales may seem like an extra burden rather than a hidden source of revenue. Yet adding products to your web site can be very easy. By using a drop-shipper, inventory is not required. Services such as Café Press allow products to be made as they are ordered.

Affiliate Systems:

Also, if the site owner does not wish to deal with inventory and stocking products, affiliate systems can be used for revenue. Affiliate systems allow site owners to signup for revenue sharing programs with other companies. An affiliate program allows site owners to offer the products or services of other companies while getting a commission on sales generated from the site owner’s site.

In short, if you run a business that operates on a local basis only, and also maintain a web site, it may be well worth your while to expand to the global market by adding products or services that can be sold around the world.

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