Advertising hell

Cost efficient. Profitable. That's the goal when it comes to advertising... & I'm definitely going through the trial & error thing. Finding the right avenues for advertising has, by far, been one of the most challenging aspects of this business so far.

Unlike what I see in most of my competitors, I have virtually zero dollars in start-up cash. No investors, and I refuse to take out any loans. I decided at the start that I would not put my family at risk. I'm a foster parent. That's what I do, that's who I am... the wife & I are good at it & we've made it our life's work... and that's the only source of income our family has. (You get to a certain age & you realize that happiness in what you do every day, far outweighs a bigger salary.) The few hundred dollars each month that is left over after the bills are paid, is what my business got started on. So my business has to be self-sufficient... self-sustaining.

That's where advertising comes in. Advertise, get orders as a result, orders pay for more advertising.... right?

There are several trade publications. I did a TON of market research & I chose one, that I thought was best, and advertised with them for over a year. I got many leads through that advertisement, and several orders, and the orders almost covered the advertising cost.

So this year I'm seeking out ... and will try new advertising. Mostly online.

There is one that lists itself as being the biggest & best online resource. They called me, once a month or so, for an entire year. Finally convincing me to buy ad space online. I get "hit" notifications via e-mail every day, which (unfortunately) I suspect are generated by their own staff, as I have received **zero** orders through them.

A few weeks ago http://www.wholesalecrafts.com/ was recommended to me by a fellow greeting card manufacturer. It's juried. I applied & was accepted. I have been a member since 4-5-07 & as of this morning, I've already gotten 4 new retail accounts.

THIS is what I need to find more of! Cost efficient, legitimate ... with real results.

AND THEN THERE'S THE NSS ...

In the stationery business, everybody tells you that you absolutely must participate in the National Stationery Show in NYC if you want your greeting card business to succeed. I've even seen evidence firsthand that retail store owners will not take you seriously if you do not attend the show. Twice I've had retailers, about to place orders, ask if I was going to be at the show -- & after I said no, they changed their minds about ordering from me. Every year I stress out about it. But the fact is, it's wicked expensive. The booth alone costs a couple of thousand dollars. Then you have to pay for decorating the booth, lighting, fireproofing, fabric, electricity, carpet, chairs, etc. etc. When you figure in travel costs, meals & hotel, you need to have 5 grand or so to go. (And that's a bare-bones estimate.) Yes, I should. But can I justify it to my family at this point? No. I cannot. So here I am, another year going by. I wonder if it's a huge mistake or not... and the answer is, I just don't know.

The good news is, business continues to pick up! Slowly but surely, the retail orders continue to come in. A teensy bit more frequently every month. We're in 14 States now! I think that's something to brag about! Although after having just finished figuring my business income taxes (yes just now), I'm still well below federal poverty guidelines, lol.

OK, I am off to find more advertising avenues!

:-)