Advertising and Promotion: Internet / Online

One of the greatest sources of information today is the internet. Starting out as a computing network originated by large universities to exchange data and also by the government for reasons too numerous to describe, it's now an integral part of any business or home, and has completely changed the marketing concept in today's business. If you are not using the internet as a means of communication, advertising and sales, what are you waiting for?

Here are two key reasons why you should use the Internet:

  1. E-mail - This form of communication allows you to quickly send and receive information. For your engraving business, this may mean easily reaching a potential customer or vendor while saving the costs of mail or postage. The copy needed for engraving can easily be sent, thereby avoiding costly mistakes as well. It can also help when placing orders for raw materials or sending a proposal to a client.
  2. Advertise your goods and services via your own website. Even a basic website is better than none at all. More people are inclined to get data about a product or service by using the Internet than by other traditional means. If you have a website, develop it to expose potential customers to the range of goods you offer and the services you provide.

If you're a fledgling business, don't rush into the Internet, especially if you plan to use a Web site to promote your business. Wait until you have a grip on your products and services, then seek professional advice. Only after that can you go full tilt. If you have no experience with the development of a site, get the experts to do it for you. Also, if you do plan to update and change your site regularly, determine the cost to have someone provide site maintenance for you.

Do some serious investigation before spending money on additional hardware for your shop or hiring someone to put together your site when they do not understand your business.


Promoting your business is your responsibility. Don't simply wait for the phone to ring. Sure, a phone listing will help you get inquires but is that really the best way to grow your business? Most of the items suggested in the previous text are inexpensive and easily accomplished. Don't try to do them all at once. Like the saying goes, ''How do you eat an elephant? One bite at a time."

The Engravers' Bible © 1999 by Rich Zydonik/National Business Media, Inc. Printed and Bound in the United States of America. All rights reserved. No part of this self-study manual may be reproduced in any form without permission in writing from the author/publisher. Additional legal, financial and professional management advice and/or assistance are encouraged.