This extract is from Entrepreneur.com’s Second-Quarter Startup Kit, which delves into the foundations of launching a business in various fields.

Entrepreneur Press and writer Eileen Figure Sandlin show how to create a lucrative consulting company in Start Your Consulting Firm, whether your consulting business will concentrate on HR placement, computer problems, or anything else you may think of. The authors offer five ways for marketing your new consulting firm in this edited sample.

It’s time to start promoting your new company to prospective customers once it’s up and running. After all, if you don’t have any customers, you don’t have any business. However, you must keep in mind that selling consulting services is not the same as selling a vehicle or a home; your work is more complicated since you promote your services to individuals who may not even realize they need them.

Here are some of the traditional strategies used by consultants to promote their clients’ businesses:

Direct mail is a kind of marketing that involves sending letters because it is targeted to the specific population you want to reach, direct mail is an effective strategy to generate new business. You develop or rent a focused prospect list, then send a sales letter, brochure, leaflet, or “lumpy envelope” with a gift to your potential customers, all of which describe the consulting services you provide.

Here are a few pointers on how to make attention-getting direct mail:

• Make your sales message unique. Use a mail merge application to address each envelope to a specific person. Similarly, the sales letter within the envelope should be addressed to that particular person by name.

• On the outside of the envelope, write an engaging message. “Free,” “Limited time offer,” and “Act now” are all attention-getting phrases that might persuade the recipient to open the envelope.

• In your sales letter, emphasize the advantages of your offer and provide all relevant information. Then make responding or requesting information simply. Give your phone number, e-mail address, and website URL, as well as a postage-paid postcard or envelope, so it’s difficult not to respond if there’s a genuine interest.

Calls from strangers. Cold calling, which is the practice of contacting prospects who were not expecting a sales call from you and attempting to sell them on your services, is another technique to reach out to potential customers. Most people despise cold calling, but it’s a good idea to attempt various strategies to land new business when you’re beginning a new firm, so you should give it a chance.

There are a few guidelines to follow while cold phoning. First and foremost, expect to be rejected. You may need to make 20 to 30 contacts with persons who have the power to employ you to obtain at least one prospect to say yes. Then, between the hours of 6 and 8:30 a.m., try calling. — it’s a terrific opportunity to grab someone at a moment when they’re more open to your sales offer. Second, rehearse your pitch in front of a sympathetic business colleague or friend, both out loud and in private. Request feedback on your delivery’s efficacy and sincerity, and make changes as needed.

Because conventional advertising may be costly, getting the most of your advertising money is critical. It may be required to advertise in specialist trade periodicals or magazines, depending on the services you provide. You should consider advertising in “Consultants Directory” or “Directory of Consulting Services” in addition to the complete print run of a journal.

Your local Yellow Pages is another valuable, if costly, advertising option. When you install a business phone line, you’ll automatically receive a line ad (consisting of your company name and phone number) in the Yellow Pages. Still, you might want to consider taking a giant ad in the book—people often assume that because you spent more money on that display ad, you’re more established and even more professional than those consultants who didn’t advertise.

Newsletters. Newsletters may be a helpful tool when it comes to bringing in new customers for your consulting firm. You may use newsletters to share exciting news with possible customers and remind past clients that you’re still alive and well—and ready to serve them if they need it again.

A consultant’s regular newsletter will contain the following:

• News that is relevant to the industry. Information may be gathered from several sources, including periodicals, newspapers, professional journals, Instant Approval site, etc. Just be sure to credit the start of each piece of news you utilize.

• Opinions and editorials This is your opportunity to express yourself on a topic connected to your consulting profession.

• Success advice. Tell your readers how they may improve their work.

This often-overlooked approach to attracting new customers is a simple marketing strategy. Wait until you’ve completed your consulting project, ensure your customer is happy, and request a reference. Instead of putting your customer on the spot, write a note or letter thanking them for their business and asking for the names of colleagues, friends, and business connections.