By Kevin Nunley
http://www.drnunley.com

Rita started her home-based business after a long illness. Her
insurance wouldn't cover all her medical costs. She figured she
could bridge the difference by selling her popular gift mugs.

Friends and the hospital staff had been delighted with them. She
found herself busily filling orders for her customers' relatives
and associates.

"Wow," she thought. "This could be the answer to my prayers.
Selling my gift mugs could earn the extra money I need each
month."

One problem remained. In order to make the plan work, Rita needed
lots of new customers. Word-of-mouth from friends and past
clients was wonderful, but she needed a more powerful way to get
the word out quickly.

A man at an ad agency told her to have nice brochures printed,
mail them to hundreds of businesses, and place a weekly ad in the
Sunday newspaper.

"But you don't understand," she protested. "Anything I spend on
marketing has to come out of the grocery money. I can't afford
any of the conventional marketing options you're talking about."

It's a situation that most of us have been in at one time or
another. All the wonderful marketing ideas the experts talk
about--radio ads, mass mailings, card decks--all take money. They
require more money than we can spend without sinking down the
debt drain.

Here's one of my favorite solutions to the "no money" marketing
crunch. For about 20 dollars you can have your corner copy shop
print up 1000 fliers. A cheaper, more effective way to market has
never been invented. A well-designed flier is like a full-page ad
delivered directly to your carefully targeted prospect. No multi-
thousand dollar newspaper ad can make that claim.

Keep your flier copy simple and to the point. Your prospect may
only glance at it before tossing it in the trash. You must make
your offer within the first three seconds as her eyes run over
the page. Start with a banner headline that sells the benefits
your product, service, or organization will bring the prospect.
Let them know how their life will be easier, happier, or more
successful after they have bought from you.

Instruct the potential customer how to buy what you sell. A short
"call me today!" or "stop by our store at lunch!" greatly
increases your response. Include your name, phone, fax, email,
website, location, hours--and anything else that makes it super
easy for the prospect to contact you.

It costs no more to have your flier copied on colored paper, so
choose a color that grabs attention but won't make your copy hard
to read. Lighter colors are best.

Many successful fliers have no pictures. Line drawings are easily
copied. A photo needs to be half-toned first to give a clear
photocopied reproduction. Your copy shop can prepare the photo
for you. Also pay attention to the quality of the copier. Some of
the newer, better maintained machines turn out photo copies that
look as good as offset. The better copy shops often charge
slightly more, and you may find the increase in copy quality well
worth the slight increase in price.

Many shops have machines that staple rubber bands to each copy.
This makes it easy to attach your flier to door knobs at homes
and businesses. Be aggressive, but polite, when distributing your
flier. Leave no stone unturned. Drop the fliers off on car
windshields, under doors, on counters, light poles, community and
office bulletin boards, and at schools.

Enlist the help of young people and youth groups to go door to
door for you. Tell others with fliers that you will pass their's
around if they do the same with you.

I once put one of my fliers on a light pole in San Francisco. A
year later a friend called in hysterics. "You're in StarTrek IV!"
While shooting on location, the movie crew had left my flier in
the background of a scene. There was my photo and flier displayed
prominently between Spock and Kirk. My message reached millions
world-wide for the cost of a single copy--2 cents.

And that's my two cents about fliers--one of the world's cheapest
publicity weapons.

Kevin Nunley provides marketing advice and copy writing for
businesses and organizations. Read all his money-saving marketing
tips at http://DrNunley.com/. Reach him at kevin@drnunley.com or
(801)328-9006.