From The Sacramento Bee, "Marketing needed in hard times"

Marketing doesn't have to be expensive to be effective. Here are eight ways to market when resources are tight:

• Target more precisely. Zero in on those potential customers who are most in need of what you offer. Focus on a particular niche or geographical area.
  
  
• Identify your customers' pain; figure out their greatest problems or worries, then package yourself as the solution.
  
  
• Offer solutions, not products and services; convey how you solve problems.
  
  
• Employees can market.
  
  
• Don't discount; add value.
  
  
• Network. Getting out of the office or shop and building relationships with customers and other business owners is the top marketing tool on every expert's list.
  
  
• Seek referrals and testimonials.
  
  
• Offer guarantees. [Such as "Earning an associate degree, career certificate or certificate of completion will guarantee opportunities for educational advancement and higher-paid employment."]