Marketing on a Shoe String

Many small EDOs struggle with how to market when they have limited resources. Here is a clip from a Business Week article advising a one-man band entrepreneur on how to approach marketing. It has relevance to small EDOs too.

Question: I'm starting up a service business where I will be the sole proprietor. How do I set up a comprehensive marketing plan? --B.C., San Diego

Response: Before you even consider setting up a marketing plan, it's imperative for a service business to make sure its service is top-notch. If it isn't, any message you try to market will fall flat. "That means arriving at appointments on time, working confidently and competently, and explaining your services to your clients in a way that they will understand," says Lynn Sarkany, president of Marketfinders, a marketing consultancy based in Agoura Hills, Calif. "Don't ever make a client feel bad for asking 'silly' questions."

More here.