The best advertising is free, but you and your employees must earn it. "A small business must provide exemplary service," Gerson says. "It's not an option, it's a requirement. You must train your employees to provide great customer service. The response is the best kind of advertising you can get--word-of-mouth."
You can even reward your best advertising mediums. As Harrison suggests, "Offer a gift certificate to any customer whose name is mentioned by a new customer."
Sales and advertising principles are the same for all businesses: know your market and what you can provide it, deliver your message clearly and creatively, monitor the results, and work at becoming known as the best in your field.