There's another truth to publicity ... you can create it if you need to, and it's not that hard to do! Let me offer you useable suggestions that you can implement in order to gain some free exposure for your small business.

--- Offer A Donation to a Worthy Cause

One woman (a business coach) gave two scholarships to a local community college that catered to underprivileged. She included two months of free business-building coaching services for qualified applicants at school. She set forth criteria with help of college, and decided on how to choose scholarship winners.

Press releases were sent out, and media went wild! Of course they would ... everyone loves to hear about people who are helping out underdog. She received a lot of free promotion and boosted her image as a community leader, too.

--- Relate Your Product/Service to a Local/National News Event

The same applies to Web sites. Nothing will suck up money faster than a poorly structured Web site that can’t convert sales.

You might have best product in world. However, if your site isn’t specifically designed to convert visitors to sales, you’ll be wasting a lot of money to bring traffic to a dead site. All your marketing efforts and advertising dollars will go right down drain.

Before you begin - or continue marketing your site, be sure you are ready to whiz customers through your ordering process with ease. Do a double check to ensure that your site can instill trust in your visitors.

So what do you need to do in order to dramatically increase conversions? There are a few simple, free things you can do right now that will pay off big time!

1) Reduce number of clicks to purchase. Make it easy for your visitors to find information they need. Implement three-click rule. It should take no more than three clicks for your visitors to get from index page to checkout page. I can promise you that they will not hunt for a way to spend their money. They will simply leave.