Frugal Marketing Tips

Each month since May, 1997, Shel Horowitz's Monthly Frugal Marketing Tips has brought you a low-cost,high-impact marketing idea. Shel's books, Grassroots Marketing: Getting Noticed in a Noisy World and Principled Profit: Marketing that Puts People First are crammed with thousands more ideas.

Marketing Tips By Category

  • Publicity in the Media/Public Relations
  • Email Marketing
  • World Wide Web Marketing
  • Social Media
  • Speaking and Writing
  • Enlist Your Customers--And Other Businesses--
       As Marketing Agents
  • Traditional Advertising and Direct Mail
  • Copywriting Fundamentals
  • Self-Made Marketing Materials
  • Marketing Through Events
  • Selling and Other Face Contact
  • The Marketer's Mindset
  • Tipsheets by Publication Date

    Reader Comments About Frugal Marketing Tips

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    Reader Comments About Frugal Marketing Tips

    If you are looking for ways to promote you book or business without spending a fortune, don't miss out on Shel's FRUGAL MARKETING. A prolific writer, helpful parter, marketing wiz and all around great guy. I've worked with Shel on many occasions and it has always been a productive and enjoyable experience.
    Warren Whitlock, http://BestSellerAuthors.com

    Keep up the awesome work. Your wide knowledge base and your willingness to share that knowledge helps all of us!
    Nancy Roebke, Executive Director, http://www.profnet.org (a major networking organization)

    Dear Shel:
         I have been reading your back issues of your newsletter for a while and let me tell you that my favourite is the one on "email marketing tips," which I read and re-read from top to bottom. I have been marketing on the Internet for 2 years now and your newsletter is one of the best sources of knowledge and inspiration that I have seen so far. I am hooked, I am now one of your subscribers.
     F. Blanc, Toronto, Canada, http://fun2market.iwarp.com

    Shel, this is my first issue of your newsletter and it's GREAT! Thanks so much, and I will be recommending it to friends in the business.
    Joan Wester Anderson, Author of the New York Times bestseller, WHERE ANGELS WALK

    A "10" rating is the LEAST that I could do in appreciation for the powerful emails that you send me & the many others on your distribution list!
    Bev, I'm a Harper College Success Story

    Shel, Just wanted to send a quick note to thank you, for once again creating a newsletter filled with so much helpful information. Hats off to you...keep up the great work!
    A very appreciative author, Jill Terry www.authorjaterry.com

    Dear Shel:
         After receiving many, many issues of your newsletter, I felt I should let you know that I read every issue from top to bottom. I'm not new to public relations myself. I once earned a living at it and have been applying that knowledge to promoting my first novel, "This is the Place." Still, I always find something new, some reminder, something great in your Frugal Marketing Newsletter.
         Carolyn Howard-Johnson, Author of This is the Place, an award-winning story about a young journalist who writes her way through repression into redemption. mailto:carolynhowardjohnson@sendfree.com http://www.tlt.com/authors/carolynhowardjohnson.htm

    As a professional communicator, I subscribe to many ezines to stay current. Horowitz's Monthly Frugal Marketing Tip is one that consistently teaches me something new. It is always packed with info.
    Laura L. Link, APR President Strategy-LINK Public Relations, http://www.strategylinkpr.com

    PUBLICITY IN THE MEDIA/PUBLIC RELATIONS

    Follow Up on Press Releases (May, 1997)

    Letters to the Editor: An Easy and Powerful Marketing Tool (July, 1997)

    To Interest Media in Covering You, Remember THEIR Timetable (October, 1997)

    Get Your Share of Free Publicity in the Media (March, 1998)

    Set Your Press Release Apart From the Other 350 The Editor Got That Day (May, 1998)

    How to Get Lots of Free Gigs on Radio Shows (November, 1998)

    Even Testimonials Can Be Newsworthy (March, 1999)

    FREE Radio Time--Two Easy Strategies (August, 1999)

    Do Your Homework Before You Send Out a Press Release (March, 2000)

    Using PR to Achieve the "Impossible"--by Changing the Nature of the Dialog (April, 2000)

    Guest Column: A Frugal Marketing Success Story (February, 2001)

    Make Your Site an Award-Winner; Let Others Sing Your Praises (March, 2001)

    How to Email the Media (July, 2002)

    When You're Suddenly Topical--Let the Media Know (September, 2003)

    How to Make Yourself Topical (October, 2003)

    The Power of Radio (July, 2005)

    Getting Booked on Radio, Part 1 (August, 2005)

    Getting Booked on Radio, Part 2 (September, 2005)

    Ten Rules for Great PR in the 21st Century (December, 2008)

    Get More News Coverage, Part 1—Be Informed (February, 2009)

    Get More News Coverage, Part 2—Follow Up (March, 2009)

    How to Cold Pitch a Reporter (April, 2009)

    [ Back to the Contents ]

    E-MAIL MARKETING

    How Effective is Your E-mail Sig? (August, 1997)

    E-Marketing Through Mailing Lists and Newsgroups (September, 1997)

    Free Exchange With Other Marketers Will Build Your Business (December, 1997)

    Build Subscriber Retention and Customer Service with the Right Exit Message (February, 1999)

    The Marketing Power of Discussion Lists (September, 1999)

    Don't Call Them Competitors--Call Them PARTNERS! (November, 1999)

    How to Promote Your E-Newsletter (June, 2000)

    Communicate and Automate! (July, 2000)

    E-mail Marketing Tips, Part 1 of 4 (January, 2002)

    E-mail Marketing Tips, Part 2 of 4 (February, 2002)

    E-mail Marketing Tips, Part 3 of 4 (March, 2002)

    Start Your Own E-Zine (April, 2002)

    The Rules Have Changed for E-Mail - So Do It Right (March, 2003)

    Write E-mails that Get Opened, Part 1: The First Field (December, 2005

    Write E-mails that Get Opened, Part 2: Subject Lines (January, 2006)

    Write E-mails that Get Opened, Part 3: Pass the Filter Test (February, 2006)

    Write E-mails that Get Opened, Part 4: Text vs. HTML (March, 2006)

    [ Back to the Contents ]

    WORLD WIDE WEB MARKETING

    How a Web Site Redesign Brought In 14 Times as Much Business by Changing the Focus (November, 1997)

    Getting Good Placement in Search Engines (January, 1998)

    Give Out An Award in Your Niche (June, 1998)

    List Your Wares on Niche Sites (August, 1998)

    Select The RIGHT Affiliate Programs (September, 1998)

    Internet Advertising--for Pennies (October, 1998)

    Are You Using Cross-Links Effectively? (April, 1999)

    A Rare Chance to Get the Domain You Really Want (December, 1999)

    Is Your Website Hip And Happy? (January, 2001)

    Resources to Run an Affiliate Program (July, 2001)

    Don't Squander Your Message (April, 2003)

    Why Have Multiple Websites? (April, 2004)

    Learning from Unintentional Search Engine Optimization (May, 2006)

    One versus Many Websites (January, 2007)

    Pay-Per-Click, Part 1: How it Works (July, 2007)

    Pay-Per-Click, Part 2: Keyword Analysis and Selection (September, 2007)

    Pay-Per-Click, Part 3: Copywriting The Ad (October, 2007)

    Pay-Per-Click, Part 4: Fast And Effective PPC Testing Strategies (November, 2007)

    Marketing on Web 2.0 Sites, Part 1: Why Participate in Social Networking? (March, 2008)

    SEO Copywriting, Part 1 (August, 2008)

    SEO Copywriting, Part 2 (September, 2008)

    Mobile Marketing, Part 1: The Newest Frontier (August, 2009)

    Mobile Marketing, Part 2: Legal, Ethical, and Strategic Considerations (September, 2009)

    [ Back to the Contents ]

    SOCIAL MEDIA

    Marketing on Web 2.0 Sites, Part 1: Why Participate in Social Networking? (March, 2008)

    Marketing on Web 2.0 Sites, Part 2: Social Networking Strategies (April, 2008)

    Other Web 2.0 Sites, Part 1 (May, 2008)

    Other Web 2.0 Sites, Part 2 (June, 2008)

    Succeed with Social Media (January, 2009)

    [ Back to the Contents ]

    SPEAKING AND WRITING

    Cruise for Free as a Speaker/Entertainer
    Go get your free report at http://www.frugalfun.com/cruise.html

    Get Paid to Do Your Own Marketing, Part I: It's Microphone Time (April, 2001)

    Get Paid to Do Your Own Marketing, Part II: Be an EFFECTIVE Speaker (May, 2001)

    Get Paid to Do Your Own Marketing, Part III: Writing for Pay (June, 2001)

    Grow Your Business By Writing Articles And White Papers, Part 1 of 2 (November, 2001)

    Grow Your Business By Writing Articles And White Papers, Part 2 of 2 (December, 2001)

    Reality Test for Authors (March, 2004)

    [ Back to the Contents ]

    ENLIST YOUR CUSTOMERS--AND OTHER BUSINESSES--AS MARKETING AGENTS

    Free Exchange With Other Marketers Will Build Your Business (December, 1997)

    Frequent Buyer Programs (February, 1998)

    Lower Your Costs and Reach New Markets by Co-Marketing (April, 1998)

    Even Testimonials Can Be Newsworthy (March, 1999)

    Join Forces to Slash Ad Costs and Make More Impact (October, 1999)

    Don't Call Them Competitors--Call Them PARTNERS! (November, 1999)

    Referrals/Recommended Info Products (September, 2000)

    Marketing Jujitsu (December, 2000)

    Make Your Site an Award-Winner; Let Others Sing Your Praises (March, 2001)

    Marketing Lessons From the Maple Jug (February, 2005)

    [ Back to the Contents ]

    TRADITIONAL ADVERTISING AND DIRECT MAIL

    Are You In the Right Category(ies) for the Yellow Pages? (December, 1998)

    Phone/Mail Synergy (January, 1999)

    Join Forces to Slash Ad Costs and Make More Impact (October, 1999)

    When Great Copywriting Isn't Enough (February, 2000)

    Is There a Place for Image Advertising? (October, 2000)

    Send an "Ethical Valentine" To Your Customers (February, 2004)

    Effective Yellow Pages Ads--By Example (May, 2005)

    Revisiting Postal Direct Mail, Part 1: When? (October, 2008)

    Free Standing Inserts (FSIs) (November, 2008)

    Revisiting Postal Direct Mail, Part 2: Holding Down Costs (November, 2009)

    [ Back to the Contents ]

    COPYWRITING FUNDAMENTALS

    Don't Waste A Dime on the Wrong Headline! (May, 1999)

    When Great Copywriting Isn't Enough (February, 2000)

    How to Write Powerful Ads (February, 2003)

    Don't Squander Your Message (April, 2003)

    Use a Benefit Funnel to Write Compelling Copy (September, 2004)

    SEO Copywriting, Part 1 (August, 2008)

    SEO Copywriting, Part 2 (September, 2008)

    Cognoscenti vs. Hoi Polloi (October, 2009)

    [ Back to the Contents ]

    SELF-MADE MARKETING MATERIALS

    The Humble Flier, Part 1 of 3 (August, 2001)

    The Humble Flier, Part 2 of 3 (September, 2001)

    The Humble Flier, Part 3 of 3 (October, 2001)

    Marketing with Books, Part I: Why You Need a Book (February, 2007)

    Marketing with Books, Part II: How to Get a Book if You're Not a Writer (March, 2007)

    Marketing with Books, Part III: Key Ways Marketing Books is Different (April, 2007)

    [ Back to the Contents ]

    MARKETING THROUGH EVENTS

    Start Your Own Holiday! (June, 1999)

    Promote Your Own Holiday--Or any Other Special Event (July, 1999)

    Use Unexpected Seasonal or Personal Marketing (November, 2000)

    Offer Goodies For Conference Grab Bags (May, 2004)

    Growing Organizationally Through an Event (November, 2004)

    Stuck with a Zero Marketing Budget for Client Gifts? (December, 2004)

    [ Back to the Contents ]

    SELLING AND OTHER FACE CONTACT

    How to Work a Trade Show for the Most Lucrative Deals, at the Least Cost (June, 1997)

    A Cheap and Effective Way to Exhibit at Trade Shows (July, 1998)

    The Most Important Sales Skill You Can Cultivate (May, 2000)

    What to Bring When Walking a Tradeshow Floor (June, 2002)

    Creating Long-Term Customer Relationships: How Marketing Is Like Making Love (June, 2004)

    The Greeting (January, 2005)

    [ Back to the Contents ]

    THE MARKETER'S MINDSET

    Be Prepared for Opportunity (January, 2000)

    When Great Copywriting Isn't Enough (February, 2000)

    Do Your Homework Before You Send Out a Press Release (March, 2000)

    Bonus Issue--The Silver Lining (July, 2000)

    The Digital Economy Has Arrived (August, 2000)

    Marketing Jujitsu (December, 2000)

    Guest Column: A Frugal Marketing Success Story (February, 2001)

    Make Your Site an Award-Winner; Let Others Sing Your Praises (March, 2001)

    Build Credibility - Review Books (May, 2002)

    Don't Squander Your Message (April, 2003)

    Look for Opportunities When They Find You (June, 2003)

    Claim Your Expertise (July, 2003)

    If You Talk to the Right People--You Don't Need to Shout (Part 1) (November, 2003)

    If You Talk to the Right People--You Don't Need to Shout (Part 2) (December, 2003)

    Once You Know How to Talk to the Right People--Learn to Listen (January, 2004)

    Creating Long-Term Customer Relationships: How Marketing Is Like Making Love (June, 2004)

    The Pledge Roll-Out: Using Everything I Know About Low-Cost Marketing (July, 2004)

    October Is Self Promotion Month (October, 2004)

    How to Build a Business Relationship From a Cold Contact (March, 2005)

    How to Build a Business Relationship From a Cold Contact: The Sequel (April, 2005)

    The Eyeballs You Already Have (June, 2005)

    Introductory Pricing (December, 2006)

    A Lesson on Targeting –And On Redirecting the Conversation to Your Advantage (December, 2007)

    Conversations, Part 2: Seize the Moment (January, 2008)

    Rebuilding A Business Relationship That Went Bad (February, 2008)

    Free as a Biz Strategy (May, 2009)

    Match Message, Medium, and Audience (June, 2009)

    How to Jumpstart Your Market Research—for Pennies, or For Nothing (July, 2009)

    [ Back to the Contents ]

    Your newsletter Frugal Marketing Tips has been a godsend for me. Thanks to the wonderful tips I received from your site and newsletter, my marketing efforts have doubled. Your newsletter and site are so impressive to me in helping others market themselves that I included a blurb about it in my new e-book. I wrote that the site was excellent for great marketing tips!
    Shel, your newsletter is wonderful, valuable and inspiring. Especially to those of us who are in need of your marketing know-how, on a shoestring budget. We cannot get this information anywhere else. Even though I am busy marketing my books, if there is anything I can do to get the word out, please let me know. Frugal Marketing Tips is a winner!
    Sincerely, Sandra K. Bouie, Freelance Writer & Author of Inspirational Book "An Everlasting Hope."

    TIPSHEETS BY PUBLICATION DATE

    Follow Up on Press Releases (May, 1997)

    How to Work a Trade Show for the Most Lucrative Deals, at the Least Cost (June, 1997)

    Letters to the Editor: An Easy and Powerful Marketing Tool (July, 1997)

    How Effective is Your E-mail Sig? (August, 1997)

    E-Marketing Through Mailing Lists and Newsgroups (September, 1997)

    To Interest Media in Covering You, Remember THEIR Timetable (October, 1997)

    How a Web Site Redesign Brought In 14 Times as Much Business by Changing the Focus (November, 1997)

    Free Exchange With Other Marketers Will Build Your Business (December, 1997)

    Getting Good Placement in Search Engines (January, 1998)

    Frequent Buyer Programs (February, 1998)

    Get Your Share of Free Publicity in the Media (March, 1998)

    Lower Your Costs and Reach New Markets by Co-Marketing (April, 1998)

    Set Your Press Release Apart From the Other 350 The Editor Got That Day (May, 1998)

    Give Out An Award in Your Niche (June, 1998)

    A Cheap and Effective Way to Exhibit at Trade Shows (July, 1998)

    List Your Wares on Niche Sites (August, 1998)

    Select The RIGHT Affiliate Programs (September, 1998)

    Internet Advertising--for Pennies (October, 1998)

    How to Get Lots of Free Gigs on Radio Shows (November, 1998)

    Are You In the Right Category(ies) for the Yellow Pages? (December, 1998)

    Phone/Mail Synergy (January, 1999)

    Build Subscriber Retention and Customer Service with the Right Exit Message (February, 1999)

    Even Testimonials Can Be Newsworthy (March, 1999)

    Are You Using Cross-Links Effectively? (April, 1999)

    Don't Waste A Dime on the Wrong Headline! (May, 1999)

    Start Your Own Holiday! (June, 1999)

    Promote Your Own Holiday--Or any Other Special Event (July, 1999)

    FREE Radio Time--Two Easy Strategies (August, 1999)

    The Marketing Power of Discussion Lists (September, 1999)

    Join Forces to Slash Ad Costs and Make More Impact (October, 1999)

    Don't Call Them Competitors--Call Them PARTNERS! (November, 1999)

    A Rare Chance to Get the Domain You Really Want (December, 1999)

    Be Prepared for Opportunity (January, 2000)

    When Great Copywriting Isn't Enough (February, 2000)

    Do Your Homework Before You Send Out a Press Release (March, 2000)

    Using PR to Achieve the "Impossible"--by Changing the Nature of the Dialog (April, 2000)

    The Most Important Sales Skill You Can Cultivate (May, 2000)

    How to Promote Your E-Newsletter (June, 2000)

    Communicate and Automate! (July, 2000)

    Bonus Issue--The Silver Lining (July, 2000)

    The Digital Economy Has Arrived (August, 2000)

    Referrals/Recommended Info Products (September, 2000)

    Is There a Place for Image Advertising? (October, 2000)

    Use Unexpected Seasonal or Personal Marketing (November, 2000)

    Marketing Jujitsu (December, 2000)

    Is Your Website Hip And Happy? (January, 2001)

    Guest Column: A Frugal Marketing Success Story (February, 2001)

    Make Your Site an Award-Winner; Let Others Sing Your Praises (March, 2001)

    Get Paid to Do Your Own Marketing, Part I: It's Microphone Time (April, 2001)

    Get Paid to Do Your Own Marketing, Part II: Be an EFFECTIVE Speaker (May, 2001)

    Get Paid to Do Your Own Marketing, Part III: Writing for Pay (June, 2001)

    Resources to Run an Affiliate Program (July, 2001)

    The Humble Flier, Part 1 of 3 (August, 2001)

    The Humble Flier, Part 2 of 3 (September, 2001)

    The Humble Flier, Part 3 of 3 (October, 2001)

    Grow Your Business By Writing Articles And White Papers, Part 1 of 2 (November, 2001)

    Grow Your Business By Writing Articles And White Papers, Part 2 of 2 (December, 2001)

    Thou Shalt Nots of E-Mail Marketing (January, 2002)

    E-Zine Advertising (February, 2002)

    1:1 E-mail (March, 2002)

    Start Your Own E-Zine (April, 2002)

    Build Credibility - Review Books (May, 2002)

    What to Bring When Walking a Tradeshow Floor (June, 2002)

    How to Email the Media (July, 2002)

    Free/Cheap Press Release Distribution Services (August, 2002)

    Organize Your Own Seminar, Part 1 (September, 2002)

    Organize Your Own Seminar, Part 2 (November, 2002)

    How Any Business Can Get YEARS of Exposure from Libraries (December, 2002)

    Don't Get Burned by Cyber-Scams (January, 2003)

    How to Write Powerful Ads (February, 2003)

    The Rules Have Changed for E-Mail - So Do It Right (March, 2003)

    Don't Squander Your Message (April, 2003)

    How and When to Use the Phone (May, 2003)

    Look for Opportunities When They Find You (June, 2003)

    Claim Your Expertise (July, 2003)

    When You're Suddenly Topical--Let the Media Know (September, 2003)

    How to Make Yourself Topical (October, 2003)

    If You Talk to the Right People--You Don't Need to Shout (Part 1) (November, 2003)

    If You Talk to the Right People--You Don't Need to Shout (Part 2) (December, 2003)

    Once You Know How to Talk to the Right People--Learn to Listen (January, 2004)

    Send an "Ethical Valentine" To Your Customers (February, 2004)

    Reality Test for Authors (March, 2004)

    Why Have Multiple Websites? (April, 2004)

    Offer Goodies For Conference Grab Bags (May, 2004)

    Creating Long-Term Customer Relationships: How Marketing Is Like Making Love (June, 2004)

    The Pledge Roll-Out: Using Everything I Know About Low-Cost Marketing (July, 2004)

    Use a Benefit Funnel to Write Compelling Copy (September, 2004)

    October Is Self Promotion Month (October, 2004)

    Growing Organizationally Through an Event (November, 2004)

    Stuck with a Zero Marketing Budget for Client Gifts? (December, 2004)

    The Greeting (January, 2005)

    Marketing Lessons From the Maple Jug (February, 2005)

    How to Build a Business Relationship From a Cold Contact (March, 2005)

    How to Build a Business Relationship From a Cold Contact: The Sequel (April, 2005)

    Effective Yellow Pages Ads--By Example (May, 2005)

    The Eyeballs You Already Have (June, 2005)

    The Power of Radio (July, 2005)

    Getting Booked on Radio, Part 1 (August, 2005)

    Getting Booked on Radio, Part 2 (September, 2005)

    Broaden Your Audience at No Cost (October, 2005)

    Advice to an Aspiring Copywriter (November, 2005)

    Write E-mails that Get Opened, Part 1: The First Field (December, 2005)

    Write E-mails that Get Opened, Part 2: Subject Lines (January, 2006)

    Write E-mails that Get Opened, Part 3: Pass the Filter Test (February, 2006)

    Write E-mails that Get Opened, Part 4: Text vs. HTML (March, 2006)

    Networking, Part 1 of 3: Mixers (April, 2006)

    Learning from Unintentional Search Engine Optimization (May, 2006)

    Networking, Part 2 of 3: Trade Show Networking (June, 2006)

    Networking, Part 3 of 3: Formal Networking Events (July, 2006)

    Marketing's Role in Product Development, Part 1 (August, 2006)

    Marketing's Role in Product Development, Part 2 (September, 2006)

    Marketing's Role in Product Development, Part 3--Case Study (October, 2006)

    Why Marketers Shouldn't Work in a Vacuum (November, 2006)

    Introductory Pricing (December, 2006)

    One versus Many Websites (January, 2007)

    Marketing with Books, Part I: Why You Need a Book (February, 2007)

    Marketing with Books, Part II: How to Get a Book if You're Not a Writer (March, 2007)

    Marketing with Books, Part III: Key Ways Marketing Books is Different (April, 2007)

    Shel's Favorite Tipsheets (May, 2007)

    Pay-Per-Click, Part 1: How it Works (July, 2007)

    Pay-Per-Click, Part 2: Keyword Analysis and Selection (September, 2007)

    Pay-Per-Click, Part 3: Copywriting The Ad (October, 2007)

    Pay-Per-Click, Part 4: Fast And Effective PPC Testing Strategies (November, 2007)

    A Lesson on Targeting– And On Redirecting the Conversation to Your Advantage (December, 2007)

    Conversations, Part 2: Seize the Moment (January, 2008)

    Rebuilding A Business Relationship That Went Bad (February, 2008)

    Marketing on Web 2.0 Sites, Part 1: Why Participate in Social Networking? (March, 2008)

    Marketing on Web 2.0 Sites, Part 2: Social Networking Strategies (April, 2008)

    Other Web 2.0 Sites, Part 1 (May, 2008)

    Other Web 2.0 Sites, Part 2 (June, 2008)

    SEO Copywriting, Part 1 (August, 2008)

    SEO Copywriting, Part 2 (September, 2008)

    Revisiting Postal Direct Mail, Part 1: When? (October, 2008)

    Free Standing Inserts (FSIs) (November, 2008)

    Ten Rules for Great PR in the 21st Century (December, 2008)

    Succeed with Social Media (January, 2009)

    Get More News Coverage, Part 1—Be Informed (February, 2009)

    Get More News Coverage, Part 2—Follow Up (March, 2009)

    How to Cold Pitch a Reporter (April, 2009)

    Free as a Biz Strategy (May, 2009)

    Match Message, Medium, and Audience (June, 2009)

    How to Jumpstart Your Market Research—for Pennies, or For Nothing (July, 2009)

    Mobile Marketing, Part 1: The Newest Frontier (August, 2009)

    Mobile Marketing, Part 2: Legal, Ethical, and Strategic Considerations (September, 2009)

    Cognoscenti vs. Hoi Polloi (October, 2009)

    Revisiting Postal Direct Mail, Part 2: Holding Down Costs (November, 2009)


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