Depending on your business these are some of the main ways to market yourself.

1. Word of mouth. Happy customers are happy to recommend you, and it’s free.
2. Mail shots. Quite expensive on paper and postage, and consider three per cent successful sales a bonus. However, it does work, so long as you’ve carefully thought who to send the blurb to.
3. Your own website. This is now very cheap and easy to do and gives you a presence on the internet, and it’s one more weapon in your marketing armoury.
4. Press releases: A well-written press release can get free coverage in newspapers, TV and radio and can tell millions of potential customers about your product or service.
5. Free give-aways. Either as samples, or competition prizes. Again this gets you mentioned and noticed.
6. Be a media expert in your field. Local radio stations and papers are hungry to fill their airtime and pages. If you have an expertise, offer yourself as a pundit to the local media.

1. What’s your budget? There’s no use spending so much on advertising that you go bust. You must be able to afford it, and as your business grows you can spend more if you want to.
2. Which medium? Radio is cheaper than TV, local papers can be very cheap indeed. Which will hit your target audience in the most effective way. It’s very important to know the readership/listenership/viewer of the media you wish to advertise in. There would be little point advertising your stairlift product on a radio station playing garage music to 15 year olds. Also don’t forget business directories, such as Yellow Pages.
3. Who’ll make your advert? Will you write it yourself and pay the paper directly, or will you hire an agency? If so, shop around, find out what other ads the agency makes and ensure it fits your business style.
4. Little and often and not one big bang! A one-off ad, however good, will soon be forgotten as others come along. You need to market and advertise regularly to win new customers. So you need to spread your marketing budget accordingly.

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There are two types of advertising – direct response advertising and brand advertising. ??Understanding the distinction between the two will immediately save you a fortune. ??Brand advertising is used by companies like Coca Cola and the large car manufacturers to build and increase awareness of their brand. Unless you have huge amounts of money which you are happy to lose, you should avoid brand advertising at all costs. For a small business it is a complete waste of money.??

The only type of advertising you ever want to consider is direct response advertising. The only purpose of direct response advertising is to produce a clear response.??The type of response may vary depending on the type of business you are in and your overall marketing strategy. You may want the response to be an immediate purchase. You may want the response to be for someone to contact you to ask for a brochure. ??

The great thing about direct response advertising is that you can instantly tell whether it is working (see the next point) It either produces a response or it doesn’t. One of the reasons that most small business advertising does not work is that it’s a combination of half hearted direct response and highly ineffective brand advertising.

Corbett studied at the Oxford College of Marketing from 2005 – 2006 and completed the Charted Institute of Marketing (CIM) Post Graduate Diploma in Marketing – the highest level awarded by the CIM. Jargon Public Relations launches with several clients including, the UK Oracle User Group, the world’s leading Oracle User Group, Pentura, the UK’s first Risk Management Service Provider and FINCAD, a global leader in financial analytics.

Rosie Phipps, Principle at the Oxford College of Marketing comments, “We are always delighted when one of our former students sets up their own business. The skills that students learn while studying at the Oxford College of Marketing are not only theoretical but offer real world advice and help to marketing professionals. Everyone at the college wishes Simon all the best.”

Commenting on the launch of Jargon Public Relations, Simon Corbett, Managing Director, comments, “In the current economic climate clients are increasingly looking for an agency with a depth of knowledge, contacts and expertise, but without the budgets a mid to large sized agency brings.”

Corbett continues, “I have been fortunate enough to work at three of the top ten UK agencies and to have learnt from some of the best marketing tutors in the business. I am confident that my experiences and learning’s throughout the past ten years, both practical and academic, will stand me in good stead for the future.”

If your advertising campaigns are not working then stop wasting time on them! This applies to you whether you’re running ads in newspapers, magazines, or on radio, television, billboards, posters, taxis or buses. It sounds like an obvious bit of advice but people continue to advertise even if it is not working just because they feel like they have to!

Even if they are certain their advertising campaign is not working, they will continue to use it because they feel it is one of their main forms of marketing and are constantly waiting for ‘something to happen’. The trick is to look elsewhere and research into the best forms which have previously been used and more importantly worked!

Advertising is about targeting the people you want to be attracted to your business, so you need to do market research to find out where he people you want to contract you look for their information, then you know you are approaching the right areas and this will be proven when business starts to roll in the door with little efforts!

Guerilla marketing campaigns work best in urban environments and these can be on the ground, in the streets and in the air. These need to have a truly amazing variety of clever approaches whether they are clearly extravagant or subtle – which is rarely the case! The surprise is that some of the most impressive forms of guerilla marketing are cheap and easy.

Some of the most extravagant and and provocative pieces of guerilla marketing and put up in the air so that they are a main focus and have maximum visibility, some of the campaigns host commercials which play up visual vertigo and parody issues of scale.

A poor taste example of guerilla marketing would be using a poor taste innuendo or a simplistic pun, any of these can be used to catch the attention of passers by and people from a distance with their extravagent ideas.