Marketing is the heart and soul of business. It's how you get the word out about your business to get new customers, it can help you retain current customers and it's how you rise above the pack against your competitors. Being a cheapskate on your marketing is one of those business mistakes that can be fatal to a company.



Being frugal is important but let's face it; in the business world presentation can be everything. You can have the best product or service in the world, but if your marketing doesn't “WOW” them, you'll quickly be forgotten. So when you have the urge to save money by using in-house, make-do flyers or just skipping extras altogether, STOP, take a deep breath and think again.

Let's compare two service providers who would like to expand their businesses. One printed out their own business cards on their computer on perforated stock paper they got at the office supply store. He mailed them out along with a printed letter about his service in standard envelopes, including a one-page sheet printed in black on colored paper that highlighted his services. At the bottom was a coupon people could cut out if they wanted to.

Another service provider created free online business cards with a great logo on heavy, high-gloss card stock. She then ordered tri-fold brochures at a reasonable price that were in full color with bright, detailed graphics printed front and back. These included the company's history, outlined services provided and included a great deal of information. Oversized magnets that coordinated with the free online business cards and tri-fold brochures and included a special offer for a discount were also ordered from Vistaprint free online business cards' website. When this business owner sent out her information, she followed up about a month later with coordinated postcards reminding potential clients that she would be glad to answer any questions they had.

Now really, which of these companies would impress you the most? Surprisingly, they are the same time. But he didn't want to risk his money in case he didn't get a lot of response, while she realized that you won't get a good response until you take the risk! The more invest in potential customers, the more return you get.

Clients don't want to feel like you don't feel they are worth the time or money to be treated well. Professional marketing materials, from magnets to calendars say, “You're special,” to potential customers. They also tell them that your company is successful, creative and going places. So for heaven's sake – get rid of those cheap letters on pastel-hued copy paper and get some real marketing tools! You can get started with Vistaprint free business cards and build from there.

You'll be SO glad you did!