Being able to attract customers means the difference between success and failure.

There is no better, more cost-effective form of marketing than word-of-mouth. If new business comes by referral, then you already have a marketing team in action: your customers. If you aren't getting new customers, you may need a marketing fix.

There are no one-size-fits-all rules when it comes to marketing. You may be able to handle all of your marketing with a series of beautifully designed postcards or with a well-designed booth at a national trade show. What works for you depends on your personality and your business. For example, a gregarious, extroverted business owner may be well-suited for live product demonstrations and similar public events. But an arty, introverted business owner may do a better job of reaching customers with personalized letters or customized mailings. You'll need to explore the marketing resources available and choose what feels right for you and your business.

Inexpensive Marketing

Postcards, handouts, and brochures. For centuries, small business owners have relied on a relatively inexpensive method of conveying marketing information: cards, brochures, and circulars. For example, you can purchase 1,000 color postcards for your business for approximately $100 to $200; you can get 1,000 two-page color brochures for $400 to $500. Be sure to put forth a simple message and include your contact information.

Samples and free offers. Can your business afford to offer something for free? Giving away something you make is usually an inexpensive marketing gesture that will leave customers appreciating the value of your products. Customers never seem to tire of these special offers and gifts. But if you say that goods or services are "free" or "without charge," be sure there are no unstated terms or conditions that qualify the offer.

Coupons. Consider using a coupon mailing service to send coupons to homeowners in specific neighborhoods in your area. Typically, it costs about $300-$400 to reach 10,000 households in a specific zip code. Check out valpak.com and moneymailer.com or, even better, a local coupon service in your area.

Yellow Pages. Despite the continuing growth of the Internet, a large number of consumers still use the local Yellow Pages. Over 70% of the respondents in one survey had used the directory to contact a local firm, and half of them had made a purchase. If you place a Yellow Pages ad, emphasize your specialties and put in as much access information (address, phone number, email address, and hours) as you can. Compare what your competitors are doing and track responses, test new ads, and modify your ad when necessary.

Public relations. How often have you stopped to read a restaurant review posted in a window or a framed article posted in a waiting room? That's public relations at work. To get your business in the news, send a press release you draft yourself to every newspaper in the area. The trick is to give the reporter an angle or hook that makes the story interesting to readers, such as a grand opening, a contest, or charitable activities your business is sponsoring.

Signs. Don't forget about "signage." Signs work best if they're bold, professionally done, consistent with your business, well-lit, and tell the viewer your message quickly. Signs don't have to be in fixed locations -- T-shirts, shopping bags, and bumper stickers are also signs and can do a swell job of advertising your goods to the general public. And don't forget your car -- you can get a magnetic sign for your car door with your business name and a slogan or some art for about $25 apiece.

Moderately Priced Marketing

Classified ads. Depending on the size and publication, you may spend $20 to $50 for a first insertion of a classified ad. You'll get a "frequency discount" if you run it three or four times. In addition, many newspapers now run classified ads in print and online. As with all your advertising, your message must be succinct and convincing. If possible, log responses to the advertisement to measure its effectiveness.

Direct mail. If you're considering direct mail, know that the response statistics are not good. It's often difficult for a small business owner to compete with the big-buck marketers who are content with a response rate as low as five per thousand mailings (0.5%). Where do you get your direct mail address list? Contact one of the many companies that sell or rent them to small business owners (the largest of which is www.infousa.com).

Trade shows. For many small business owners -- especially those in a business-to-business market -- trade shows are a key marketing tool. It's at the trade show that you meet the sales people and retailers. Choose a trade show with good attendance and get the biggest booth you can afford, in a decent location at the show. If cash is really tight, consider sharing a booth with a related business. You can find trade show listings for your industry in a trade publication, at industry websites, or by using the search feature at the Ultimate Trade Show Resource (www.tsnn.com).