How to Keep Your Small Business from Sinking

It's a common situation: new business owners need to advertise, but they don't have the capital to do so early in their company's operations. The dilemma is difficult. You can't generate business without marketing and advertising, but you need money for marketing and advertising. Unfortunately, many of the small businesses will fail as a result of not advertising their products or services. If you operate a startup company, don't fear: you're not doomed for failure. Just take these tips into consideration:

Take Risks
You wouldn't be in business if you weren't willing to take risks. You may have taken out a second mortgage on your home, raided the nest egg, or scrimped and saved to start your business. It is a complete waste of all of that if you do not advertise.

Think of it like this. You take every cent you own (and borrow some) to buy a fantabulous car. Maybe a Hummer. But you don't drive it. Maybe you're afraid to. Or maybe you don't know how to drive it. It sits in your driveway and rusts. All the money you spent was in vain.

If you spent that much money on a Hummer, wouldn't you get in and drive it? Make the most of it? Likewise, with your business, you have to take a chance and advertise. If no one knows about your business, no one will visit your store or website. If no one visits, no one buys. If no one buys, you're out of business.

You Can't Afford NOT to Advertise
You may have no money coming in during the first few months of your business. So if you have no money, how can you advertise?

First of all, before you started your business, you should have made a business plan and budget. If you haven't done this, stop reading and go write one immediately. Marketing and advertising should be built into your monthly budget, along with electricity, web hosting, inventory, etc. You need marketing just as much as you need electricity, at least in the beginning. Designate a percentage of the anticipated sales you plan (hope) to earn each month on advertising. It doesn't have to be a lot. Maybe just 10%. If you hope to bring in $2000 in sales a month, that's just $200 a month on advertising. That will get you Google AdWords ads, banner ads, brochures or other effective but affordable advertising.

If you're using your personal finances to fund your business, cut out some of the unnecessary expenses, like going out to the movies or dining out, and use that for marketing. You'll soon have more than enough income coming in to afford to do the things you enjoy.

All Advertising is Not Equal
Don't waste your money on advertising that's not going to be effective for your type of business. If you run a web radio station, brochures and flyers are a waste of time, because your audience is worldwide. If you run a doggy bakery in Sacramento, nationwide web advertising may not be for you. Think about who you're trying to sell to, and then research advertising options.

Meet the Press
If you are brand new, or have recently launched a website, consider having a press release written. This news blurb about your new company/website can reach thousands of potential consumers. The people who read press releases are interested in the news, and choose to read your release. It's subliminal advertising!

The key to any business succeeding is marketing and advertising. Word of mouth is only so effective. Don't clip your company's wings by not including advertising in your budget plan.