Most small business owners have a great idea of how they are going to serve their customer base and how they are going to differentiate themselves in the market place.  This is true for heating and air contractors, accountants, lawyers, landscapers, roofers and everyone else.  These business owners would not have opened their business if they didn’t have a good concept of how to make money doing it.   They have opened their doors, bought the right equipment for the job, and hired employees.  However,  a lot of new businesses struggle with how to attract customers.   They may know who the customers are they are targeting, but they lack a well thought out marketing/advertising strategy. One way to overcome this is to work with other small business owners who are experts in what they do.  For instance, engaging the services of a marketing firm in your area, or a search engine optimization (SEO) company to help drive traffic to your website and bring in customers you might not be able to reach on a day-to-day basis.  Or, working with a local sign company to make the most of your advertising budget, not only employing your "typical" signs, but maybe by considering the use of a car or truck wrap to attract customers with a moving billboard. Utilize as much of your advertising space as you can: be it a vehicle, a storefront, or inside the location.  The key is to have a budget to do these things, and then appropriately allocating the budget to where it needs to go.  Remember, the purpose of advertising and marketing is to drive additional revenues to your bottom line.  Think of it as an investment, not an expense.