Getting your name out in your community is an effective way to draw people to your business, but some advertising methods are quite costly and may not secure you all the attention you want. Top-of-mind awareness doesn't have to cost a lot. There are ways to advertise your business that are easier on your budget but still get the job done. Following some of the cost effective ideas below can help you advertise your business on any budget. 
? Advertise at local events. When you're thinking about what events to advertise at, decide who your target prospects are and if they are likely to be at that event. If so, it would probably be worth it to advertise there. Buy ad space in local event rosters or programs for concerts. Or if there is a big annual event in your community, say a rodeo or 4-H auction, sponsor one of the events so you get your name out into the public and show your local spirit.
? Advertise at local businesses. Advertising with a local business is often cost-effective. When selecting a local business to advertise at again, ask yourself if the targeted demographic is likely to use that business. If you're a retirement planner, advertising at a local arcade might not be the best use of your money, but a popular restaurant might be.
Also, select a business where people go to relax, such as a restaurant. When people are relaxed, they are often more receptive to reading about your business. These kinds of ads can contain fun facts, a catchy line that fits the location or just some basic information about your practice such as your name, phone number and what you specialize in.
? Use a landmark. Using a local landmark in your logo helps create a connection between your business and the clients you're trying to reach because it offers a sense of comfort and closely ties into the community. Using a landmark in logos, which go on letterhead, business cards, and anything that is sent out to the masses, will help clients feel that you're committed and connected to your community.
? Use a big sign. The sign outside your business should be more than a sign, it should show, and tell clients, what you're all about. Using lights on your sign can make it easier to spot too. Advertising products, carriers or other pieces of your business on your sign makes you more than just a name too; it connects services with your name, making it easier for a people to remember who you are and what you do.
? Use your car. Putting decals with your business name and phone number on your car turns it from a mode of transportation into a moving advertisement. No matter where you are, the movies, the grocery store or out and about, you are building your business.
? Host appreciation events. Your clients are what makes or breaks your business. Thank them by hosting a client appreciation event at your office. Letting them see where you work and showing off your staff and services will show them the real you and make them feel more connected to you. Also, current clients might bring non-client friends who could potentially come to you for their advisor needs.
When you're building a business, advertising is important, but so is your attitude. You can be the best or worst advertisement for yourself or your business, depending on how you act in the community. To help put you in the right mind and become a successful self- promoter of your practice, try following a few of these suggestions. 
? Be approachable. In a service-based industry, you need to be as approachable as possible. Adding photos on your business cards or to advertisements literally and figuratively puts your name and face in the public eye, increasing your approachability factor.
? Do something nice. Giving clients movie passes or making other nice gestures lets them know you appreciate their business. If clients get asked about your business or are asked to recommend an advisor, a small act of kindness can go a long way in putting you on top of their mind.
? Be passionate. Being enthusiastic and passionate about what you do can be infectious–in a good way. If you show true commitment to your work, your clients and potential clients will be able to tell, making you a more reliable resource for your community. After all, who wants to trust an advisor who only shows a faint interest in what they do?
? Offer quality service. Each client needs to have as positive an experience as possible, because a good experience leads to potential referrals to friends and family members.
? Get involved with a local charity. Show good will and become a volunteer, committee member or contributor to a local charity. If community members see pictures of you volunteering and supporting the community, they will realize you do care, adding a sense of trustworthiness to your name and face. This is great for networking opportunities as well.
? Be there. When clients are going through a major life event, let them know you are thinking about them by attending an event or writing a personal message to them. They will remember that you were there during a time of need and are more likely to come to you for help.
? Offer solutions. Offer value added services such as helping a client find an estate lawyer or offering to help them enroll a family member in Medicaid or Medicare. Doing off the list services is as good use of your time because it builds your client relationship and broadens your capabilities.
? Work with local organizations. Join your Rotary, Chamber of Commerce or other local organization and start networking. Often members of these organizations are well connected and can offer you advice on how to grow and sustain your business.
Whatever you do for advertising, keep in mind that like many things advertising changes with the times and you need to be versatile enough to keep up with changes to retain consumer interest in your business.
Cindy Watson is the founder and principal of Watson Insurance and Financial Group, Montrose, Colo. She can be reached at Info@WatsonIFG.com.
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