Hi Andy,
Wow, you stimulated quite a response here. What struck me was the wealth of advice that people offer. And sound advice too.
The old saying says that it pays to advertise. Yet marketing is a science and an art (according to dr, Hannes Dreyer).
There are quite a few factors to take into consideration. I'll touch only on some of it. Hopefully these tips will help in your current level of business growth. I got some results, because this is the level I'm currently at.
Answer these questions to yourself:
Who are your target market?
What are the problems you solve for them? (Hot buttons)
What word do they use to describe their problems? (Power Words)
Where would they typically start and end looking for solutions to their problems?
What steps do your target market takes before they make a purchase?
How do you talk to them during these steps?
Where does the transaction takes place? (Your offices, sales reps, online, retail outlet, etc.)
What steps do you take to direct your prospects to this 'transaction place'?
Here are some tips in writing effective marketing material:
Write hot button orientated headlines. (State the problem and show that you know how terrible their problem is.)
Write engaging sub headlines. (Show that you found a way or ways to solve that problem.)
Educate them about the solution to their problems.
Make them an offer. Usually a free offer to get their contact details works well.
Here are some tips as to how and where to distribute your marketing materials.
Where do you find online and in the real world, large groups of your target market? Identify the publications they read. Where do they hang out? Where do they buy? (Who could be a potential JV partner?)
Find about 9 such places. My business coach's partner said that you can't play a round of golf with only a putter, you need 9 clubs. The Bible also sais that you need to diversify in 7 or 8 areas. I use Facebook, Twitter, LinkedIn, Entrepreneur Magazine, forums like this one, cold calling, SEO, JV partners, my own newsletter, I created a free local business directory, advertisements in our local newspaper. I'm exploring others as well.
Hope this answered at least some aspects of your question.
Regards,
Francois