This is an open pit to throw money into. You must do some promotion like join clubs, print business cards, have good signs, but like insurance, keep it under control. Always try to evaluate how many dollars each advertising campaign brought in. Remember, if you give a 10% discount, sales have to rise by more than that just to cover the cost of advertising and the cost of replacement goods. For a small business using local advertising, start with 3% of the gross.