Pull a Stunt
As you sit in a sidewalk café one sunny afternoon, you notice heads suddenly swiveling. A woman is walking down the street…in a boned, laced bodice that gives her a silhouette that would make strong men faint. She hands out leaflets to her entranced audience. She makes more than $3,000 in bodice orders within the week. Not bad for a marketing outlay of $10 and a couple of hours.

A good publicity stunt is a startlingly effective way to catapult your business into the public eye and gain exposure that could otherwise cost you a fortune—if you're the kind of person who's not afraid to be a bit wacky. Think up a clever, funny, outrageous idea and tell the local media—newspapers, radio stations, TV stations—all about it. Call everyone you know, and ask them to spread the word.

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If you're starting a homemade jam business, for example, put out a public challenge for a jam-sandwich-eating contest. Or stage a "live" commercial in a crowded mall or even the street. (Get permission first.) See if you can convince (or entice with free offers of whatever you sell) friends or family to take part. Otherwise, you can probably hire aspiring actors or musicians from local schools and guilds for very little money.

Even if you're not willing to go quite that far, you can whip up some public interest by adding theater to your business. If you're selling hand-painted silk accessories, give a full-blown silk-painting demonstration in the park, complete with flying painted-silk pennants. Or spread a bright cloth on the grass by a high-traffic area of the park, sit down in a suit with a briefcase, and put up a big sign that reads "Tax accountant for hire." The possibilities are limited only by your imagination.

Barter
Before there was money, there was bartering, the direct exchange of goods and services. You might not have money for marketing, but you do have something to trade: your business.

Call your local radio stations and offer free gifts, appointments, coupons—whatever you've got and can afford—to be used as prizes in their promotional draws or contests. In exchange, you get to include your business name and contact information on all these products, and they make periodic announcements on the air that sing praises of your contributions.

You can also barter with other small businesses in your area. Are you an information broker, plumber, candlestick maker? Find a copywriter, Web site designer or desktop publisher and offer to trade your services for professionally written ad copy and polished Web sites and brochures.

Give Away Tips (and Your Name)
Name recognition: that's what those giant billboard ads and full-color magazine spreads are trying to build. Name recognition sells because people fall back on the things that are familiar. You, too, can cash in on this tendency—and spend nothing more than your time and photocopying costs.

LEARN MORE Another great marketing tool: testimonials.

Start by writing a short article that offers a set of tips related to your business. Remember, on this topic, you're the expert. Pick a catchy title that promises secrets, numbers and reasons ("Become your own boss in five easy steps," "Three things to try when your computer dies" and "7 mortgage mistakes to avoid," for example). Don't overtly sell your business, though you can make references to it. Many people who never read ads will read an article, especially one that promises a tangible benefit.

Format the article so you can fold it into a convenient shape for mailing or handing out. Include contact information and a clear but brief description of your business where they're visible but not obtrusive. Hand out the "free tips" at networking events, send them to relatives and friends, and post them on bulletin boards in coffee shops, Laundromats, public libraries and malls. Offer them free from your Web site if you have one.

Ask compatible local businesses to keep a stack of them as a service to customers. "10 things to look for in a good pet sitter" would probably be welcomed at your vet's office, "Beat stress through aromatherapy" at a natural products store. And the next time someone is going on holiday in Europe or runs into a stressful spell, your pet-sitting or aromatherapy massage business will be first in line for consideration.

Stand United

LEARN MORE What are you trying to achieve with your sales and marketing? You need to set some goals.

This is probably the most effective and least-utilized way you can get more business fast: Join forces with other entrepreneurs who run businesses complementary to yours. If you're a copywriter, seek out a graphic designer and a printer. Interior designers can team up with house painters and custom furniture makers, resume writers with employment consultants.

Market your services jointly, and refer your clients to each other. Offer coupons that offer discounts to each others' services. Not only do you get many times the exposure you'd get if you were marketing alone, but you'll also attract extra customers who want the convenience of one-stop shopping for all their needs.