How to find free advertising

When I first moved to Boulder, I had zero clients. I didn’t even know anyone who lived here. Just like when I moved to Chicago, I was starting from nothing, opening a new skin care business in a new city. I don’t necessarily recommend doing things this way, but it has always been my way it seems. Other than opening my first business in Dallas where I had a lot of clients, starting a new business in a town where I am unknown has been my modus operandi. If I can say anything about this way of doing business, it is possible!

Being consistent is important. I kept my same business name and brand everywhere I moved to. I also looked for opportunities to let folks know about me. Below is something I found that was free and ended up sending me a lot of clients.

After moving to Boulder and finding a little spot to run my business, I saw something in the Daily Camera, a small newspaper that is popular in Boulder. Reading through it I noticed a section called “Health Profile.” I think the one I read was about an acupuncturist in town. At the end of the article it had submission directions. I emailed the contact person inquiring how I, too, could be featured in their Health Profile.

It was easy: Simply submit a written piece and they either will or won’t use it. OK—I can do that! And what I did next is something I have done before: I took the questions from the profile I had read, conforming them specifically to me and my services, then wrote about myself and my business in a way that might catch someone’s attention. 

Here is the piece I wrote. It was published online (what you see below), it was printed in their paper (see above), and it was also published in their monthly magazine (see the bottom of this article). This kind of free advertising is wonderful—and rare—but you can find it. So look for things like this in your community.

The Daily Camera’s online pages

As I’ve been writing this post, I went on to the Daily Camera site and found another person’s profile with different questions. Take these and run with the answers! Promote your business. Make a new client want to give you a call. With these types of Q & As, where you are both asking and answering, you can create a curiosity and excitement about your business—and in this case, it’s free!

• How did you get involved in this business?
• What distinguishes you from other businesses in your category?
• What do you like best about your line of work?
• What is your business’ biggest challenge?
• Something people might be surprised to learn about you or your business

Their “profile” is a bit different than mine; I like that they note the size of their business.

Profile:

• Business: --
• Address: --
• Hours: 9 a.m.-7 p.m. Monday through Friday; 10 a.m.-3 p.m. Saturday
• Founded: 2014 
• Contact: [phone, email, website]
• Employees: 8

The following is the fit! magazine from the Daily Camera. They had me come in for a photoshoot (I hate this photo!). And although my picture wasn’t exactly in the same place as the text about me, it was a 3-page spread in their magazine—all for free!

Now, go forth and write about your business!