Everyone has an opinion on this topic, and I can completely understand business owners who feel confused as to whether they should "advertise" their business.

When speaking with clients they often question the validity of placing ads in magazines or newspapers: it can be such a major outlay, and for a new business it can certainly account for a huge chunk of start-up costs.

First, let me challenge the definition of advertising

Many people see "advertising" as a physical advertisement, such as in a newspaper, magazine, on TV or radio. These days there are also banner ads on websites, blogs and in other's eNewsletters.

Yes, these are definitely forms of advertising, but in truth, I believe that advertising - as a concept - can be considered a much broader activity.

If you break down the reason behind advertising you'll discover that, in essence, advertising your business is the act of touting your product or service – communicating to an audience who you are, what you do and what you stand for.

What's the difference between advertising and marketing?

Marketing is the broader concept of developing, refining and disseminating the core message around your business,  your product or service. Marketing covers the plan that outlines the types of activities you can do to advertise your business, as well as all the tools you'll need to carry out that plan.

Successful marketing is a combination of awareness, education and differentiation activities that build a certain perception and identity around your business, products and services.

Advertising one of those activities, and thus is a part of your overall marketing strategy.

Ok, so how can I advertise my business?

Consider in what environment you tell people about your business from day to day:

• On the telephone
• In person: both at face-to-face and also online meetings
• Via email
• At networking and business events
• Tradeshows
• Through your staff
• Via products (both purchased and sampled or trialled)
• Through your website
• Through brochures and other materials, they may have come across outside of your office
• In your office
• In their office
• By a word-of-mouth referral from friends, family and other clients or colleagues

I'm sure you can think of many others specific to your own business.

If the act of "advertising" is an activitiy within the broader concept of marketing, and its job is to communicate a specific message about your business, then it stands to reason that advertising is so much more than just an advertisement in a newspaper or magazine.

Advertising can defined as any number of the things in the list above: where you tell people about your business in day-to-day situations.

In short

Advertising is something you do for your business every single day. It is something you should be doing at every opportunity - letting people know about who you are, what you do and what you stand for.

When you think about it in this broader definition, of course advertising - as a general activity - works. It has to - you've got clients who buy your product or service, somewhere along the line they've heard your advertising message.

So really, it's not a question of whether advertising works ... it's why the advertising activity you're doing currently is, or is not, working for you. And that, my friend, is a whole different conversation!

Why not let me know some of the activities you've been doing to advertise your business that don't involve ads in magazines or newspapers, and why you think it works for you?