Advertising that costs:

• Newspaper advertising – if you are running a local business then advertising in your local newspapers is something you cannot ignore.  Try and make friends with your local paper’s editor and maybe offer discounts for readers of their paper. This is one area where networking can secure you great deals and discounts.
• The Yellow Pages – particularly useful for construction businesses as it is used by people that are not likely to use the internet every day.  A lot of people still use the Yellow Pages as a first port of call for information, particularly if they need urgent help.
• A website – every business, without exception, needs a website.  Investing in a competent site designer is an expense that you will have to pay if your business is going to be successful.
• TV and Radio advertising – this needs to be investigated and can be surprisingly cheap, but also extremely effective if you use local radio and smaller cable TV stations.

Free & Low-cost Advertising:

• Word of mouth – while this is one of the best and most effective forms of advertising, it is also one of the most difficult to exploit.  You might like to try some sort of free samples, a discount if a customer recommends a friend or an open day or event to get people talking about your business.
• Flyers – this can be as cheap or as expensive as you want to make it.  You can do it yourself on a small budget with a group of friends and family. Design the flyer yourself and use your own photocopier or get copies made in a copy shop.  For a more expensive option there are flyer distribution companies who will distribute your flyers to local businesses, door-to-door to homes or simply hand out in the local area.
• Business cards – there are online companies with websites where you can design your own construction business cards and get them delivered within a few days for just a few dollars. Never miss an opportunity to hand out or leave a business card with anybody who could possibly ever be interested in what your business can offer.

Advertising for any business depends on branding and starts with the selection of a name.  If you are just starting a business or you already have a small business that is not well-known put a great deal of thought into your business name.  A name should reflect what the business does and also be memorable. If you pass two hairdressers on your way home from work; one is called ‘Short Cuts’ and the other is ‘Bernice’s Lovely Hair Styling Salon’ which name are you likely to remember tomorrow when you want to call and make an appointment?

Your small business success depends completely on your advertising.  It does not matter how good your service, if nobody knows about it you will not have any customers.