One of the most common questions people ask me is: "Where should I spend my advertising dollars?” Their experience can typically be summed up as follows:

I recently opened my business as an interior designer. I was so excited. But now - two months later - I'm getting frustrated. I believe that my services are valuable, and I thought there would be a market for them, but I'm having the hardest time finding clients. I've spent a couple hundred dollars already on advertising, but I've gotten virtually no response from it. Can you tell me where I should put my advertising dollars to have the most impact?

My advice? Consider spending your hard-earned money on avenues other than advertising to reach your target market.

While it is true that advertising in the right publication (that is, a publication that is read by your target market) may be beneficial, advertising is NOT the most effective way for a new small business owner to reach her target market.

These days, consumers are savvy. They do not respond to an ad for a new product, service or company. Instead, consumers want to feel "comfortable” with a company before hiring them or buying from them. Consumers may get "comfortable” with a company in different ways. For example, a consumer may meet the owner or employee and begin a relationship with that person - establishing rapport and trust. Alternatively, a consumer may feel "comfortable” with a company after seeing an advertising at least 7 or 8 times. Why? Because, be it right or be it wrong, the consumer associates an investment in repetitive advertising with a company that can be trusted (in other words, a company that will stand the test of time).

As you may have already learned, advertising is expensive! A display ad can easily be several hundred dollars. And a classified ad - while less expensive - is less likely to be seen by a reader than a display ad.

So what is the alternative to advertising? Getting out in your community and securing exposure for yourself and your business. You can do this by:

* submitting press releases to local newspapers and other publications, announcing your launch or other newsworthy event; * networking with other business owners in your community; * teaching a decorating- or design-related class at a local high school or college; * sponsoring a decorating-related event - either alone or with another business owner - in your community; and * offering complimentary consultations.

One other suggestion: if you haven't already decided on yo

ur niche, you need to do that now. What is a niche? A niche is your area of specialization (e.g., kitchen and bath design, one-of-a-kind window treatment design, etc.) Indeed, the 21st century is the age of specialization. Consumers today are savvy and desire to hire true experts - not generalists.

Having a niche does not only mean that you've identified your area of specialization. It also means that you've identified - as specifically as possible - who your target market is. That is, who is your ideal client? What is their income level? Age? Stage in life (e.g., baby boomers, newlyweds, retired individuals, etc.)? Occupation? Hobbies and interests? Once you've identified, with particularity, who you ideal client is, you will be able to draft your marketing message specifically to them, making your marketing message compelling to your ideal client. Bottom line: your marketing will be more effective, which will result in more business!

To learn more about "Jump Starting” your business, register to receive our 14-day Jump Start your Design Business E-course at www.ShowHouseMarketing.com/interior_design_resources.htm. The E-course is FREE, but the information it contains will be invaluable to you as you work toward building your company into a super-successful business! In particular, several installments contain step-by-step "instructions” for effective and low-cost marketing activities. Good luck!

Tell Your Friend