Instead of simply *saying* how great your business is, an e-zine lets you *show* how great you are by sharing your expertise through tips or client stories. (As my old journalism professor used to say, "Show me, don't just tell me!") You're avoiding simple bragging, and are instead offering useful information that demonstrates your knowledge. Bravo!

4. Publishing an e-zine instantly positions you as an EXPERT in your field.

By showcasing your knowledge and skills, you're likely to attract more and better clients. And by sharing what you know well, you're saying, "Hey, I know my stuff! I'm an expert." If you make a living by providing a service, you're an expert in your own right. If you're still uncomfortable with that term, try on word "resource." (Okay, feel better?)

5. An e-zine is ideal way to CAPTURE e-mail addresses of your WEB VISITORS.

This one's a biggie: If I visit your site today but aren't ready to buy from you today, you've likely lost me forever when I click away. BUT if you invite me to sign up for your free newsletter that features helpful information on topic at hand, I'll be happy to sign up.

NOW you've got me to market to, over and over, as long as you continue to give me practical content you promised. I'll get to learn all about your services and products while you gain my trust. This is especially powerful because statistics show that consumers don't usually purchase a product or service until after they've seen multiple messages about it!

(c) 2001-2002, Alexandria K. Brown. All rights reserved.

Look for ways you can generate some free publicity for your business. For example, contact non-competing businesses serving customers in your market. Offer to publicize their products or services to your customers in exchange for their publicizing your services to their customers.

CAUTION: Do not expect free publicity to replace results you get with advertising. Use it to supplement your advertising. You control where and when your advertising appears. You cannot control where or when you get publicity ...or whether you get any at all.

4. CONVERT YOUR CUSTOMERS INTO PUBLICITY AGENTS

Satisfied customers can be your most effective publicity agents. Give them an incentive to tell their associates and friends about value of your products or services. An endorsement from them is much more effective than advertising - and it is much cheaper.

For example, ask your customers for referrals. Offer to reward them each time one of their referrals becomes a customer. Your reward can be as simple as a special discount on their next order or a special bonus item.

Every business goes through periods of slow or no growth. When it happens to you, use these 4 low-cost marketing tactics to revitalize your business - and increase your sales.

Bob Leduc spent 20 years helping businesses just like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards and several other publications to help small businesses grow and prosper. For more information: Email: BobLeduc@aol.com Subject: "Postcards" Phone: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV