A ""HOME BUSINESS"" BUSINESS

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PINPOINT PROSPECTS

Compile a list of people you know who operate home businesses. Don't forget those "unlikely" potential advertisers such as the neighbor who decorates cakes, the person at church who makes wooden trays, or the cousin who does drafting work on the side. And ask friends and relatives to add to your list any bootstrappers they know.

Once you've exhausted your own sources, scan the local newspapers. In Rockford, Illinois we have seven area papers: a daily, a weekly newssheet, a union paper, two church publications, an ethnic newsletter, and a weekly shopper. Paula and I went through each one, marked any ad that looked as though it might be for a home based business, then added those advertisers to our prospects list- It's also a good idea to check community bulletin boards in laundries, grocery stores, cafes, lumberyards, and hardware stores for business cards. (Consider posting your own notice up on the board, stating that you're compiling a directory of home-based businesses, and requesting interested parties to call.) Finally, ask anyone who places an ad with you for the names of other potential advertisers.

As a rule of thumb, roughly a third of the names on your list will be inclined to buy space in your directory. But keep all the names, and add new prospects as you locate them. It'll prove invaluable when you compile your next-enlarged-edition. (You should be able to publish a directory for one area twice a year.)

"WORK THE LIST"

Paula and I have used two different approaches in selling ads for our directory. In the first community we served, we called prospective clients on the phone and explained the idea to them. (We learned that calling is most effectively done between 3 p.m. and 9 p.m. Monday through Thursday, and between 9 a.m. and noon on Ft Fridays and Saturdays.) Whenever an owner seemed receptive, we promptly sent that individual a form-along with price quote. and mailing information-and followed up with another phone call if the businessperson didn't return the listing by the stated due date.

For our second attempt my partner and I called prospective clients on the telephone, explained our concept, and then made an appointment to visit the potential advertiser in person. During the get-together, we'd answer questions, show a sample directory, and assist the client in writing the ads.

Both methods have advantages and disadvantages. If you're limited in time and mobility, you'll probably elect the first technique . . . and find it to be quite effective. Not surprising ly, though, you'll likely achieve even greater results if you're able to make "house calls".

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