Localized print and direct mail strategies will eventually generate some response. Unless you hit the customer lottery it takes a while to get in front of the right lead at the right moment. Casual meetings can pay off really well too. Problem is, you can't really take control of that kind of strategy. Print ads are great if the market's ripe, you just need to scale the effort to fit your resources.
I've seen guys do well using tactics I wouldn't touch with a stick, the "storm chaser's" come immediately to mind, but even they sometimes develop a good client or two.
Referrals are the key to longevity in any business. The contact costs little or nothing and you're already pre-qualified walking in the door. Developing them is the key. I try to patronize or refer my customers' businesses when I can, send a bunch of holiday cards, follow up whenever I get wind of a relation that's "thinking of doing something", and of course, ask. There's a moment when your client is especially receptive to providing referrals and if you bother to ask, you can usually get a name or two.
Another twist on the flyer strategy is to hit the area where you have a job or recent completion. Not much, just the same block. It works better for exteriors but the fundamental idea is the same. If you work an area that gets a decent amount of side walk traffic, stab a pole mounted flyer box in the grass next to your truck. People do take them if they're in the market. By the way, it seems to work better if you do your own flyer distribution. Best done on a weekend when people are out. Face time is real important.
Oh, and answer your phone, first or second ring if possible. Small contractors lose more business by letting voice mail handle their calls than by doing poor work. If it's a bad time to take a call, just beg for the permission to call back in a few.
Sales and marketing are actually completely different if closely related disciplines. Proficiency in one does not assure skill in the other. But they have one thing in common. They require one to receive before one can effectively project. Or more simply put, look and listen before you open your mouth.
For those that felt their invaluable advice required a deeper clarification of Dred's specific profile, I suggest you read his original post. It pretty much tells you what you need to know.
The other reality is most businesses don't think of promotions until there's a problem. They look into spending money to attract business just when the cash flow dries up. The old Reactive/Proactive dialog. Develop a few good habits and practice them daily and it will usually pay off. Most people in the trades hate selling, marketing, or prospecting. Consequently they tend to respond to letting somebody else handle the task (Service Magic, Yellow pages, Newspapers) but unless you're too busy to do it yourself, you won't get near the same effect as you will by taking control of who you put your name in front of.
