a technical article in a trade journal     Attend or make presentations at trade or industry shows and conventions     Create and distribute or mail a regular newsletter     Appear on radio and television shows about your field     Write a newspaper or magazine column about your field     Write a personalized letter to each prospect     Mail brochures or flyers to each prospect     Advertise in print-daily newspapers, magazines or weekly papers     Advertise on radio and television     Place leaflets on car windshields or home doorknobs     Put notices on supermarket bulletin boards     Enter notices in computerized networks     Join service clubs and take part in community affairs.             Above all, remember that the most effective way to reach and keep customers in the long run is by word of mouth. All the marketing and advertising you do can only entice your customer to try your business the first time. After that, she will come back to your business if she likes what she received, and shell tell all her friends. But be aware that customers are even more likely to let friends know if a business doesnt meet their expectations.     To complete this next exercise, write down the five or so methods you think will reach most of your customers. Remember to select methods that are appropriate for the overall number of people in your target market. For instance, if your target market is every married woman in the U.S.A., you will probably use mass media as an effective communication method. On the other hand, if your target market is the presidents of the 100 largest companies in your trade area, you are more likely to use individual contacts than mass media.     Once youve chosen the communication methods you like best, figure out how much it will cost to reach your customers using each of the five methods.