hether you're just starting out or growing your business, spending money on marketing can be painful. I happen to know for a fact that it pays off; nevertheless, I feel your pain, and I'm here to help.

In this column, and in my next two columns, I will share some low cost ways to get your message out, reinforce your brand and boost sales by using the resources you already have.

Use the Phone.

When someone at your company answers a call, make sure that person is upbeat, professional and informed. Script the way employees or coworkers answer your phones, and alter the script weekly, biweekly or monthly.

Every time you change the script, highlight a new benefit or product feature in it. For instance, I could answer my telephone by saying, "Hi, this is Nancy. Please read my column in The Green Sheet this week for tips on inexpensive marketing."

Also, use your message service to communicate more than your name and the fact that you're either "on the phone or away from your desk." Use voice mail to feature news or benefits of interest to your callers.

Record corporate "on hold" messages for free, or use a professional recording system for less than $100/month. Check out the On Hold Messages listing in the Yellow Pages or do a search for these types of services on the Internet.

Use the Yellow Pages

When a friend of mine who is a plastic surgeon told me he gets a tremendous amount of business from the Yellow Pages, I was astounded. But if customers look for surgeons in the phone book, you can be sure that merchants will look for processors this way, too.

Although advertising in the Yellow Pages costs money, people do hang on to the book for quite a while. So buy the biggest ad you can afford, and list your company in as many categories as possible.

Use the Media

Most trade publications continuously seek news items and articles. Unfortunately, marketers often inundate editors with promotional materials and "look at me" pieces rather than submit serious news stories or features.

Nevertheless, if you have important information to share, make sure you put it in a press release, or send a query letter to determine if a publication might be interested.

Since media are often bombarded with similar queries, it wouldn't hurt to make you and your company stand out. Get to know editors by inviting them to lunch, meeting them at trade shows, or simply touching base with them once in awhile.

Use E-mail

E-mail signatures don't cost a thing and can be automatically added to every message you send. Start by making your e-mail signature as effective as possible. Create a signature that includes your name, title, company and contact information, then add weekly news or highlights or a link to your Web site. You can also use e-mail to announce new products or services, or simply to say, "Happy birthday."

Use Occasions

How good do you feel when you walk into a restaurant and the maitre d' knows you? That's how everyone feels when recognized, remembered or made to feel important.

Sending birthday, anniversary and holiday cards or e-mails is an inexpensive way to make your customers or prospects feel validated.

Personal comments in letters (such as, "I hope your wife is feeling better," or "Welcome back; I hope your vacation was wonderful") also make your contacts feel that much more appreciated and make you that much more memorable.

Use Stickers

OK, I know, it might seem cheesy. But you can inexpensively produce stickers with your name, logo, phone number and/or Web address, and a brief, creative statement of your unique selling point (USP) and use them in a lot of places: on letters, envelopes, windows, print materials, packages, cash registers and so forth.

Make stickers that read, "We reward referrals," or "We do it cheaper," and paste them everywhere. You get the idea. Have fun with it.

Use Your Network

Word of mouth is, of course, a very low cost way to spread the word, so maximize it. Join your local chamber of commerce, PTA or small business group.

Participate in Internet discussion groups. Offer to speak to merchant groups. Teach a night class. Volunteer to work on local charity benefits. Buy ads in charity newsletters or programs.

All of these efforts will return good will, recognition and, hopefully, business.

Use Incentives

This is another way to motivate your network. Remember that employees and current customers can be your best sales force, so provide them with appropriate and generous incentives and let everyone know that you do. Use guerilla, affinity, viral and affiliate marketing.

If you don't know what these marketing methods are or how to make them work for you, stay tuned. I will address them in my next column.

Nancy Drexler is the Marketing Director of Cynergy Data, a merchant acquirer that provides a wide array of electronic payment processing services while continually striving to develop new solutions that meet the needs of its agents and merchants. In addition to offering credit, debit, EBT and gift card processing, along with check conversion and guarantee programs, the company offers its ISOs the ability to borrow money against its residuals, to have Web sites designed and developed, to provide merchants with free terminals, and to benefit from state-of-the-art marketing, technology and business support.

Founded in 1995 by Marcelo Paladini and John Martillo, Cynergy Data strives to be a new kind of acquirer with a unique mission: to constantly explore, understand and develop the products that ISOs and merchants need to be successful, and to back it up with honest, reliable and supportive service.

For more information on Cynergy Data contact Nancy Drexler at nancyd@cynergydata.com .