But most products and services are more luxury than necessity. I often hire a young man to mow my lawn. But if he's on vacation one week, I'll get my out-of-shape self out there and push mower myself.

Businesses buy out of necessity 90 percent of time. Consumers feel a purchase is a necessity more like 30 percent of time. In many cases consumers could do job themselves or make product. More often they simply want to buy to save time and trouble.

It's important to think about how your product or service is considered by customers. Do some consider you a necessity while others figure you provide a luxury?

This can figure in how you promote your business and write your advertising. Necessities should be promoted as an affordable solution to a pressing problem. Stress your competence and caring.

Promote luxuries by pointing out how much better customer's life will be after she buys. Stress how your product or service saves time, money, and hassle. There is an old saying among advertising professionals: When your ad stresses everything, you stress nothing.

Let me give you an example. Lots of web sites list every single benefit their product or service can give you. You're faced with a long, long list of bulleted points.

Kudos to these sites for putting their features and benefits in easy-to-browse bullets. But they would do far better to focus their sales copy on just a few key advantages.

People tend to skip over copy that tries to stress every feature and aspect of a product. Even worse, many people simply skip over copy that tries to cram in too much.

It would be nice if you could afford network TV commercials, full-page magazine ads, and an expensive ad agency to handle all details, but if you're a small business just getting off ground, this is highly unlikely. Having a huge advertising budget can be great, but it can also create a lot of problems.

For example, I firmly believe a super-sized ad budget may make your marketing boring and ineffective. Why? Small businesses and startups who don't have much money to spend must rely on good old fashioned creativity. Since big media ads are out of question, they look for cheap or free ways to market. Those methods are often fresh, innovative, and attention-getting.

Here are some terrific low-cost ways to market your business (and they get noticed a lot more than you might think!):

* Take extra care in how you answer phone. Be bright, helpful, and eager to go extra mile.

* Put a colorful flyer in with invoices and sales letters. Highlight special deals that only current and past customers can get.

* If your store or office is on a busy corner, stand outside for a period each day and get to know those who pass by.

* Write a letter to editor of your local paper.

* Spot radio stations setting up for a live remote. Arrange to offer free prizes to their listeners (in turn they will mention you, even interview you on air.)

* Throw a monthly party at your store or office. Have cake, balloons, even a magician. Invite customers, prospects, and neighbors.

* Send a handwritten thank you note after every sale.

Another great way to market your business is to figure out WHO you should be marketing to. Nothing gets sales like good targeted direct marketing. Targeting is key. If you send your sales letter or postcard to only those people who are intensely interested in what you sell, you will have more customers than you know what to do with.

Here is an easy way to get super-targeted names. Contact clubs and associations who have members who would be very interested in what you sell. Show leader of club why his members would love to hear about your business. You can often get a list of members and addresses for cheap or free.