Use Hands-on Marketing to Sell Like Crazy

I have a neighbor who, last year, started her own house-cleaningservice. Paula had been living on a shoe-string for years, andnow that her children had all reached school age, she decided sheneeded to enter the workforce. She was looking for somethingthat would pay well, but would still leave her free to make herown schedule and to be there for her kids as needed. Herfriends, me included, had always commented on what an immaculatehouse she kept, and her idea for a house-cleaning service sprangfrom these compliments.Getting her first clients was easy. There were a few busyfamilies in our neighborhood who were eager, even desperate touse her services and expertise. The woman who shares a backfence with me who just started a high-paying, but reallydemanding job with an accounting firm, and the husband and wifesales team around the corner, among others, retained Paula'sservices almost immediately.Once Paula had settled into a routine with her new clients, shefound she wanted more. Her clients were really happy with herwork, but due to the nature of the business, most only wanted herto come in once a week, or even once every two weeks.Considering she spent about two hours per job, she found she wasworking about 10 hours per week. This was a good start, but notnearly enough.Paula came to me one afternoon seeming a little frustrated. "Iknow you give business advice to people with small businesses,"she said, "but how about people with tiny businesses? If thisbusiness is going to fly, I really need to get the word out, butI don't have more than a few dollars to spare."We sat and talked about it for a few minutes. I asked her if shewas willing to give up a few hours of leisure time, say a fewSaturday afternoons, and if she could possibly get her kids tohelp out. She said yes, and I told her that that was all sheneeded, that and a few dollars to print up flyers and maybe makea sign or two, oh, and to buy the ingredients for a few batchesof cookies. She asked what I was getting at, and I gave herthese hands-on, almost-free marketing tips.1. Saturday Afternoon at the Mall. Set up a table outside yourlocal mall or shopping center and hand out cookies and punch.Have a big banner advertising your business, and enough flyers orbusiness cards for potential clients to take with them. Maybeeven have a raffle for one free service or product, like one freetrial house-cleaning.2. Signs in your vehicle. Make a professional looking sign thathas your business name and phone number in big clear print.Park your car in a conspicuous spot for a few hours when youdon't need it and put the sign in your window.3. Pinup Flyers. Make a flyer giving all the basics about yourbusiness. Make sure the flyer is simple and easy to read. Avoidto much type or pictures. Have tear off tabs at the bottom withyour business name and phone number.4. Use Your Imagination. Once you're on a roll with this kind ofstuff, you'll automatically think of a lot more ways to go aboutit. Listen to your own ideas, they're probably great.Well, Paula started out with a Saturday afternoon at the mall.She told me that within a couple of weeks she had pulled in fivenew clients. Later that week I noticed a few flyers downtownwith her name and number above a big picture of a scrub-brush andmop. I learned from her later that, over the course of a few moreweeks, she had pulled in another three clients, and was gettingnear her limit. She couldn't have been happier, and she said shehad spent a total of about 10 hours and 30 bucks.So remember, when you're just getting started in business,there's often no need to go with a big expensive marketingstrategy. Keep it hands-on, and before you know it, yourbusiness will be bigger than you ever imagined. There's money tobe made out there if you just know how to do it.