There are seven easy steps you can take. Here they are:

Did you know that the advertising rate sheets the reps carry are flexible? Well, they are, so negotiate for a bette price.

Ask the outlet if they will consider a trade. Small newspapers sometimes do. Many radio stations will trade for goods and services they can give away to their listeners, such as free tickets to a play or a romantic dinner.

One great way to save on newspaper advertising is to buy a whole page or a half page and split it up with other business owners in the same area, or same profession, but a different part of town. Your cost per unit goes down. For example, if a fourth of a page sells for $300, the whole page might cost $1,000, which makes your cost $250.

Many large corporations have co-op programs for people who sell their products. This means if you show or mention their products in your ad, they will pay for part of it. For more information, ask the ad departments of the companies you are considering doing this with.

Depending on you budget, you might want to consider using a media buyer. They are experts at buying advertising space and air time. They know how to get the best prices for you.

Once you have the permission of your customers and prospects you can send them all a weekly or monthly ezine that includes product info, new product releases, tips and just generally help people to know you better. Do not send unsolicited emails to anyone.

Send a press release to the media. If they like the story idea about you or your business, they will interview you and run the story for free. Another advantage is that publicity has more credibility than an ad.

Not all of these tactics will work for everyone in every situation, but using just one or two of them effectively can save you a lot of money.