In my business guides I go into detail of how to advertise in various ways that will reach your specific customers.  That information is more important today then ever.

Personally I’ve been receiving more solicitation for advertising then I have in years.  As many readers know, I haven’t paid for advertising in years so this shows that the advertisers are getting desperate for new customers.   Don’t fall for it.  Remember they are not doing you any favors at all.  If you do decide to use ANY type of paid advertising today, don’t be afraid to ask for reduced rates.  Especially if you will be a new customer with them.

Think “outside the box” and don’t be afraid to use new ways of reaching your customers.  The question is: do you really know who your customers are?

As small business owners we can sit back and cry about the competition and the economy or we can use current conditions to our advantage.  I’m still recommending starting a small service business as one way to secure your future during ANY economic times.

Lets look at the number 1 subject received in feedback this summer.  That is dealing with the high cost of fuel and the slow economy.  I’ve gotten feedback from guys who have been in business for decades complaining about conditions.  In many cases, one of their faults is that they are still doing things as they did for the past 10 years and expect the same results.  That is mistake #1.

Look at your service business as if you were just starting out.  See where you might benefit from the current economic situation and take action.  Don’t sit and worry about tomorrow, take positive action now.

For example, due to the fact I’m personally downsizing my business (related to my retirement-not the economy), I’ve been shopping for a smaller vehicle. If you are in the market for a business truck, this is the time to act.  You can get unbelievable deals on used full size pickup trucks and vans.

Of course owners are trading in larger vehicles like crazy since they never really needed them to begin with.  Be realistic, you know how large a truck you need.  I was speaking to someone I know in truck sales and was told the obvious.  Dealers are swimming in full size trucks.  I saw a great business van shown on sale at 17,000 and my friend told me candidly that they would accept any bid over 13000 just to move it off the lot.  It made me consider it seriously myself.

The point is, if you need a full size truck or van, see what kind of deal you get.