Advice Can Take You Only So Far.

I've been reading a lot lately about what works and what doesn't in sales and marketing. And I've been getting a lot of contradictory advice. One book says joining your local Chamber of Commerce is critical. Another says Chambers of Commerce are often packed full of mom-and-pop business owners who don't know what a copywriter does. One says cold-calling is critical; another says the best way to get business is with a complicated, multi-step direct mail campaign. So who should you listen to?

It's tough to sort it all out. Here are a few things I'm keeping in mind as I market:

There's no teacher like experience. All the great advice in your favorite writers' marketing book may not apply to your area or specialty. The only way to figure this out in a way that's specific to you is to try a lot of different things, see what works and see what fails miserably. Then keep sticking with what works.

Stick with your talents. Love networking? Then follow your bliss. Hate cold calling? You can get business without it. Just because some guru advocates a certain marketing method doesn't mean that's the one you should follow. You can try lots of different things, but the marketing method that's easiest for you is likely the one you'll stick with long-term.

Don't invest a lot of money at first. You don't need a slick direct mail package and a list of thousands of prospects yet. Start small--mail something simple to a couple hundred. This will keep costs down while you figure out what works and what doesn't. And don't forget about free marketing options like email and phone.

It's tough to become a marketing expert just by reading a few books. You need hands-on experience--so go out there and try, and see where it gets you. If you keep putting yourself out there consistently, you'll find the business.