Value of Advertising for New Consultant

[dleewms]

I was wondering if I could get a bit of advertising advice for my consulting business. Has anyone started a new business? If so, I would love to pick your brain about some dos & don'ts.

Anyway, I have been working in the technology field for about 6 years now. I worked for a very successful company as a software trainer and then transferred to the development side and became a software designer. I left the company about 18 months ago and went back to school to take some more programming classes (ASP, C++, Java, Javascript and Oracle).

I am now ready to launch my own Crystal Reports Training/Consulting business. I already have a couple of clients (got them both through fee-based employment agencies) and they both say that they were looking for someone with my skills for a long time and had no idea where they could find me.

Here is my question. How can I help potential clients find me? I am considering advertising. I have already tried a radio ad and it was a fiasco, a total waste of my money. I am now contemplating an ad in our local Business Journal.

I just thought that I would throw this out there and see if anyone had any suggestions. Since all my advertising dollars are coming right out of my pocket, I have to spend them wisely.

Thanks in advance,
DLW

 

[bdjb]

Hello,
I would say that answering questions in the the Crystal forum would be a great start, I've seen a few others who adverstise that they have been voted "tipmaster of the week", and it shows they really know their stuff. This would lead to great free advertising as people got to know your name. I know you can't advertise on tek-tips, but on your own website, you can reference your standing here.

Crystal Decisions has their own help forums where you could do something similar.

A well-buit website would bring in some business as well, as people search for help.

Bob

 

[mmorancbt]

I built a consulting company from 1 to 9 people in about 13 months and then sold it a year and a half later to pursue writing, coaching and consulting.

Here is what I found:

Advertising for an individual is very cost prohibitive. Normally a buyer needs 7 exposures to your ad to make a purchasing decision. Reach and Frequency will be your biggest obstacle. You need to have them see you typically 7 times in a short period of time.

A good area is to offer yourself as an expert speaker to chamber meeting, user group meetings, etc. It forces you to have to make the presentation but I found that each meeting to me was worth an average of $27,000 in direct project work and much more in referral business.

And referral business is by far your best business.

Second area is in publishing. This requires some skill as a writer. However, it lends you instant credibility when your name is in print.


Other than that, short term I recommend making an inexpensive flyer and literally visiting companies door to door and getting names. Follow up with an offer to solve a small problem and/or have a short meeting without any charge. Include any referrals, including where you held staff positions.

That is a short synopsis of a much bigger subject.

I hope you find it helpful.

Matthew Moran

 

[dleewms]

Thank you both so much for your comments. They are extremely helpful. I will definitely take your advice.

DLW