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.
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