Published on 06/20/2009

These days, the Internet has created tons more competition in any field than there was just 5 years ago. So you’ve got to have your
marketing ducks in a row before you try to sell a thing. Otherwise someone out there is sure to be making a better
impression than you. Thankfully, creating a top-notch impression with your marketing doesn’t have to cost an arm and a leg.

10 Cheap Ways to Create a Professional Impression with Your Small Business Marketing

I was recently talking with an aspiring copywriter friend of
mine who’s struggling to get his first clients. He thinks he
keeps hitting the wall of not having a portfolio of writing
samples in hand. But really, he doesn’t need a big portfolio of
client work…He just needs to get his own marketing act together.

You see, he doesn’t even have a business card, let alone a Website or other
materials. So he is putting the cart before the horse (which
never gets you very far).

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Marketing is all about perceptions…
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Right now, because he has no marketing materials, the
perception is that he’s just sort of getting started.

On the surface there’s nothing wrong with that. Except that if
he doesn’t look like a competent professional no one is going
to take him seriously or give him their money. And why should they? With no business card or marketing materials, he looks like a beginner or hobbyist.

He needs marketing materials that convince people to hire him.
Otherwise nobody is going to pay him to write THEIR marketing
materials. On the other hand, if his own stuff seems top notch, most folks will never
even ask to see his portfolio.

Seems painfully obvious, right?

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So, what’s this got to do with you?
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Whether you are launching a business, event or a new product,
you have to give the impression you know what you’re doing
from the get-go. Otherwise no one is going to spend their
hard-earned dollars with you.

It doesn’t work to just test the waters with a few
homemade-looking fliers and free Vista Print business cards
(or worse, no cards at all).

The Internet has created tons more competition in any field
than there was just 5 years ago. So you’ve got to have your
marketing ducks in a row before you try to sell a thing.
Otherwise someone out there is sure to be making a better
impression than you.

Thankfully, creating a top-notch impression with your marketing doesn’t have to
cost an arm and a leg. Just use my...

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10 Cheap Ways to Create a Professional Marketing Impression
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1) Having a fancy graphic logo is often overrated and
expensive. But you should have a unique look to your business
name. Try looking at other company’s logos (not your
competitors) for a font that gives the right impression. Then
search the Internet for something similar and download it to
your computer.

2) Design a nice business card and have it professionally
printed. Not sure how to design one? Look at a bunch of other
people’s cards for ideas on layout or use a Publisher template.
You can now get 500 cards digitally printed for just $29.99. If
you aren’t serious enough about your business to at least do
this, you have a long, uphill road ahead of you.

3) Buy a domain name and hosting at www.godaddy.com for about
$50 a year. Then put up at least a single page Website with
your products or services and contact info. Unless you market
to senior citizens, this is a must.

4) Have your email connected to your domain name so it reads
you@yourdomainname.com. This makes you look professional and
drives people to your Website.

5) Create your own letterhead with your spiffy new business
name and contact info. Then just add it to your documents
in Microsoft Word and print as needed. And don’t pay for expensive envelope printing. Grab a pack of blank return address labels and print them out at home as
needed. Most Avery label templates are already in Microsoft
Word or can be downloaded from the Web.

6) Skip the spendy brochure. One-sheets (IE fancy fliers),
articles, and tips sheets are easy to create on letterhead or
with your logo at the top, and add credibility. Then just print
them up at home. Or turn them into downloads you can offer from your Website.

7) Get yourself online. Social networks offer an easy and inexpensive way to market your business, increase credibility and drive traffic to your Website. Pick a few like LinkedIn, Biznik, or ones that cater to your target market and set up a profile. Then be sure to include a link back to your Website.

8) Make it easy for people to get in touch. Always include your
phone number, email, and Web address on all your marketing
materials—especially business cards. And use either a cell
phone or get an extra phone line at home (often no charge) so
the impression is professional when they call.

9) No graphic design ability? Find someone else who does.
www.elance.com can be a source of cheap labor. Or, hire a
college student. If you have no other choice, use the templates
in Publisher or Front Page.

10) This should go without saying, but always, always, always
dress the part. If you want people to pay you big bucks, you
better look like you’re already making it. Marshall’s, Ross,
and Macy’s sales are terrific places to pick up designer brands
on the cheap.

Remember, giving people the right impression from the get-go is
critical to making them feel confident in hiring—or buying from—
you. If you look like an experienced professional, you’ll be
treated like one—and that means more clients and sales for you!