If you're like most small business owners, you don't have a big bucks to spend on advertising and public relations. So how can you can create demand for your product, separate yourself from your competition, gain professional stature and develop new business, all at little or no cost? Sounds impossible? Well, here's some suggestions that you can improve your business without straining your budget.

Publish a newsletter

Nearly everyone is interested in expert information. Existing and potential customers for your products and services provide a ready-made source of new business. This is an opportunity to create a well-designed, informative newsletter targeted directly at your customers, prospects and community leaders. Develop a customer and prospect newsletter list and keep it updated. To reduce costs, consider teaming up with a non-competing business owner to produce and distribute your newsletter.

Get involved in your community

Join carefully selected, well-established civic and trade organizations. But, as a member, be sincerely willing to give fully of yourself. It's important to understand that being recognized as a community helper trumps being simply recognized as another entrepreneur or sales person. As an organizational team player, people will respect your involvement and will listen to what you say. This is because nearly everyone is eager for any assistance that helps their business and improves their community.

Give speeches and seminars

There are numerous civic groups and organizations where you can get your message heard. And your message doesn't have to be just about your business. Rather than talking about yourself and your business, simply try to make an impact on your audience. If you make a good presentation they will assume you have a successful business. The place to talk specifically about your business is when you conduct no-cost seminars aimed at presenting your special skills and expertise. Well-conducted business seminars are an excellent tool for generating sales and building customer confidence.

Join a trade association and chamber

These are organizations where you can meet business and professional leaders. Here you can team up with companies in different niches thus providing you with great opportunities for networking. Also, this is where you can exhibit your products and services at business and community fairs. Attend meetings and get involved by heading up designated groups within the organization. Develop a sincere reputation for assisting others by helping them get business and assisting them in bettering their community. Over time these efforts will pay off for both you and your community.

Create an Internet Web site

A Web site featuring your own business can be an effective way to attract new business, showcase your products and skills, and display your professionalism. Consider using bulk email to help drive customers to your site. It goes without saying that you should also include your website address on your business cards, business stationery, and other forms of media advertising. Keep refining and improving the content of your site, keep promoting its existence, and eventually it should prove to be a worthwhile undertaking.

Don't be afraid to ask

Once you have developed a reputation for providing help it's time to for you to ask for help. Approach business and community leaders who can help you get new business and who can help you network effectively with others. Keep in mind that most people take pride in assisting others who sincerely seek their help and advice. Altruism is a natural attribute of human nature so don't be bashful. The positive results will probably surprise you. Ask and you shall receive.

Make an impression

Make your efforts worth remembering by being creative. This means you need to come up with some fresh, exciting ideas. For example, once you introduce yourself to others, don't be afraid to briefly describe your business and how you can assist your new acquaintance and your community. Then offer your acquaintance the best business card money can buy; something that truly makes an impact. You might want to follow up with a unique and novel advertising piece that people will want to show others and talk about. These are only a few examples of a nearly endless list of creative possibilities.

Robert E. Bunn is a management consultant in Cape Girardeau (335-3351 or rbunn@igateway.net)