11. Order business cards--and then get rid of them. They
won't do you any good unless you hand them out. Who knows--a
casual meeting could turn into your next big sale!
12. Send a press release. A well-written release can
often get you more publicity than the most carefully crafted
display ad. Read "A
Press Release Primer" for some some simple pointers.
13. Network! If you don't tell people you're in
business, how will they ever know? If you crave local business, get
involved in your local chamber of commerce and leads groups. If
networking online is more up your alley, look for active message
boards and e-mail discussion lists.
Content Continues Below
14. Get a real domain name. Image counts on the Net, and
your own domain name
can mean the difference between looking like a strong dotcom or a
newbie. Use your company name if possible.
15. Have a Web site and need a low-cost advertising
alternative? Try advertising in e-mail newsletters. They get
delivered directly to your prospect's e-mail box, and they cost
pennies per reader. "Plus, there are no producing or mailing
costs," adds Becky Barnett, whose Decatur, Georgia-based
Dot-Dot.com specializes in Internet marketing. "[People] sign
up for that [newsletter] because they are interested-it actually
gets read."
16. Never stop marketing. Set aside a certain number of
hours each week to spread the word--no matter how swamped you feel.
Remember, business may be going gangbusters now, but if you
don't keep your name in front of prospects, they may forget
about you tomorrow. An airtight marketing plan will help you
have a constant stream of publicity and will keep you focused. Read
"Find Time for
Marketing" for six ways to keep up with your marketing
tasks.
Keep It Running
Smoothly
17. Plan actual working hours--and stick to them. It's
easy to get caught up in working 60-plus hours a week because you
don't manage your time or, alternately, sleeping in every day
because you can "get to it later." Besides, having office
hours makes it easier for clients to reach you.
18. Keep good financial records--or hire someone if you
don't have the time. Let's face it: Even with the
miracles of accounting
software, not everyone likes crunching numbers. If you
haven't balanced your business checkbook in a couple months and
couldn't find a financial report if your life depended on it,
hire a professional.
19. Know when to say no. Just because you work from home
doesn't mean you're the neighborhood babysitter, taxi
driver or shoulder to cry on. Gently tell friends that when
you're working, you're working--and you're not
available for unscheduled chitchat.
20. Take time for renewal. Celebrate big accounts by
giving yourself a special reward. Grab a short walk when the stress
levels get unbearable. Take a humor break and read the latest fake
headlines at www.theonion.com. Remember, taking care of business
means taking care of the boss--you!
21. Have fun! Remember, owning your own business
isn't about working endless hours for low wages; it's about
living your passion! When it all gets too serious, sit back and
remember why you went into business for yourself. Freedom. No
bosses. Working in your jammies. Ah, isn't it worth it?
Heather
Lloyd-Martin is Start-Ups' "House Rules"
columnist.
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