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Minimal Resources for Marketing? How to Bootstrap Your Business to Get Customers

Marketing without an advertising budget is true bootstrapping

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A commonly accepted meaning for “bootstrapping your business” involves building a business from scratch without investors or with minimal external capital. But opening your business without external investment only scratches the surface. 

For example, bootstrapping also encompasses all that it takes to get the word out about your business. Marketing without an advertising budget is true bootstrapping. 

Early Marketing Challenges and Opportunities

Today we have the luxury of social media, and it certainly can have a huge impact when marketing a new business venture. However, if you’re in a service industry such as mine, it often won’t reach your target market. And honestly, in 2003 when I started my company, there were no platforms on which to advertise. MySpace was just starting up and it definitely wasn’t used to gain customers. 

When I started my interpreting business, I was approach by a local Lions Club to speak at a meeting. They had a proposal to fund a tty (teletype machine for deaf and hard-of-hearing people to communicate between themselves and hearing people). 

Bootstrapping Through Community Connections

This tty would be placed in the hands of a local family whose deaf child was going to a school for deaf quite a distance away. It would allow the child to communicate with the family during the week. Again, think 2003 — before smart phones and iChat. 

So off I went into a dark, backroom of a local Holiday Inn in our small town and spoke to a group of men over a meatloaf and potatoes dinner. My topics were interpreting, the Deaf community and the ADA (Americans with Disability Act). 

I loved talking about my business and was a very enthusiastic and excited entrepreneur. I would have talked to a Kindergarten class to be honest. I loved (love) talking business, and particularly my industry. 

What I didn’t expect was that the first speaking engagement as the owner of my newly birthed business would lead to exposure you just can’t buy. 

One businessman there told another organization who needed a guest speaker and then the word got out that I was on the speaking circuit. I spoke at social clubs, fire departments, police departments, and churches. 

Eventually I was speaking at schools and medical facilities — my target markets. And all those luncheons and dinners started to pay off. This method of bootstrapping the business was helping it to grow. 

Expanding Your Horizons Beyond the Target Market

To truly bootstrap your business when it comes to marketing, go back to your target market and then expand your horizons. Who are the people on the peripheral of your market? Find them and work your way into the circle. 

Always be willing to talk about your business, especially in the beginning. Publicity begets publicity.

Another opportunity can be writing about your business. There came a time early on when I was approached by another entrepreneur and asked if I’d co-write a column for the local paper called “Ask the Entrepreneur.” 

Each week people would submit questions and we would answer them from our differing viewpoints. You can be assured that the name of my business was in each and every answer! 

The column lent me credibility and was another key piece of promoting my business through bootstrapping. Sure, it took time out of my week, precious time. 

But again, I was bootstrapping with a big fat zero in my marketing budget. (Today, I’d translate this tip to writing on your social media platforms, for blogs, and in articles for your online industry publications.) 

Translating Traditional Marketing Into Modern-Day Tactics

Essentially, be creative. Think about who is your true market then zero in on who is the actual person calling for your service or product? 

For us, a big market we went after was the medical field. We knew there was a huge need for interpreters and that we just needed to get our name into the hands of right person. I came up with an unconventional idea that directly targeted the person in the hospital that would need the interpreters — the receptionists at the front desk of the hospital and in the emergency room. 

That was where someone might present that didn’t speak English or was Deaf and needed an interpreter. 

Every night for a week I sat cross legged on my living room floor putting together manilla envelopes with our brochure, business cards, and a laminated card that read: “If you are in need of an interpreter, please call Empire Interpreting Service 24/7,” and included our phone number. 

I also put double-sided tape on the laminated card, so that the front-line person could peel it off and stick it close to them for reference. 

Then I paid my son to put on his one and only suit and drive in his beater car to every hospital within a two-hour radius. He was told to walk in to the front desk, leave the envelope, and say only “I was asked to specifically leave this with you,” then walk out. 

Soon the phones started ringing. The word was out and was spreading, and so was our customer base. And the marketing budget was still zero. 

Find ways to get your name out there — even unconventional ways. Ways your competition hasn’t thought of or isn’t doing. Bootstrap your business.

Theresa Slater is the President of Empire Interpreting Service, which she founded in 2003. She built her company into a respected, award-winning organization with more than 300 interpreters and an array of customer-centric services. A speaker, author and advisor to new entrepreneurs, Slater’s love for business drives her on her path. Slater’s new book, The Language of Success: An Interpreter’s Entrepreneurial Journey (Business Expert Press, Aug. 30, 2024), is both autobiography and a how-to (or how not-to) guide for entrepreneurs. Learn more at www.empireinterpreting.com.

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Personal Development

This Silent Habit Might Be Sabotaging Your Career

Your temper might be costing you more at work than you realize. Here’s why it matters.

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The One Leadership Habit That Separates the Great From the Forgettable

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Life

9 Harsh Truths Every Young Man Must Face to Succeed in the Modern World

Before chasing success, every young man needs to face these 9 brutal realities shaping masculinity in the modern world.

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Many young men today quietly battle depression, loneliness, and a sense of confusion about who they’re meant to be.

Some blame the lack of deep friendships or romantic relationships. Others feel lost in a digital world that often labels traditional masculinity as “toxic.”

But the truth is this: becoming a man in the modern age takes more than just surviving. It takes resilience, direction, and a willingness to grow even when no one’s watching.

Success doesn’t arrive by accident or luck. It’s built on discipline, sacrifice, and consistency.

Here are 9 harsh truths every young man should know if he wants to thrive, not just survive, in the digital age.

1. Never Use Your Illness as an Excuse

As Dr. Jordan B. Peterson often says, successful people don’t complain; they act.

Your illness, hardship, or struggle shouldn’t define your limits; it should define your motivation. Rest when you must, but always get back up and keep building your dreams. Motivation doesn’t appear magically. It comes after you take action.

Here are five key lessons I’ve learned from Dr. Peterson:

  • Learn to write clearly; clarity of thought makes you dangerous.

  • Read quality literature in your free time.

  • Nurture a strong relationship with your family.

  • Share your ideas publicly; your voice matters.

  • Become a “monster”, powerful, but disciplined enough to control it.

The best leaders and thinkers are grounded. They welcome criticism, adapt quickly, and keep moving forward no matter what.

2. You Can’t Please Everyone And That’s Okay

You don’t need a crowd of people to feel fulfilled. You need a few friends who genuinely accept you for who you are.

If your circle doesn’t bring out your best, it’s okay to walk away. Solitude can be a powerful teacher. It gives you space to understand what you truly want from life. Remember, successful men aren’t people-pleasers; they’re purpose-driven.

3. You Can Control the Process, Not the Outcome

Especially in creative work, writing, business, or content creation, you control effort, not results.

You might publish two articles a day, but you can’t dictate which one will go viral. Focus on mastery, not metrics. Many great writers toiled for years in obscurity before anyone noticed them. Rejection, criticism, and indifference are all part of the path.

The best creators focus on storytelling, not applause.

4. Rejection Is Never Personal

Rejection doesn’t mean you’re unworthy. It simply means your offer, idea, or timing didn’t align.

Every successful person has faced rejection repeatedly. What separates them is persistence and perspective. They see rejection as feedback, not failure. The faster you learn that truth, the faster you’ll grow.

5. Women Value Comfort and Security

Understanding women requires maturity and empathy.

Through books, lectures, and personal growth, I’ve learned that most women desire a man who is grounded, intelligent, confident, emotionally stable, and consistent. Some want humor, others intellect, but nearly all want to feel safe and supported.

Instead of chasing attention, work on self-improvement. Build competence and confidence, and the rest will follow naturally.

6. There’s No Such Thing as Failure, Only Lessons

A powerful lesson from Neuro-Linguistic Programming: failure only exists when you stop trying.

Every mistake brings data. Every setback builds wisdom. The most successful men aren’t fearless. They’ve simply learned to act despite fear.

Be proud of your scars. They’re proof you were brave enough to try.

7. Public Speaking Is an Art Form

Public speaking is one of the most valuable and underrated skills a man can master.

It’s not about perfection; it’s about connection. The best speakers tell stories, inspire confidence, and make people feel seen. They research deeply, speak honestly, and practice relentlessly.

If you can speak well, you can lead, sell, teach, and inspire. Start small, practice at work, in class, or even in front of a mirror, and watch your confidence skyrocket.

8. Teaching Is Leadership in Disguise

Great teachers are not just knowledgeable. They’re brave, compassionate, and disciplined.

Teaching forces you to articulate what you know, and in doing so, you master it at a deeper level. Whether you’re mentoring a peer, leading a team, or sharing insights online, teaching refines your purpose.

Lifelong learners become lifelong leaders.

9. Study Human Nature to Achieve Your Dreams

One of the toughest lessons to accept: most people are self-interested.

That’s not cynicism, it’s human nature. Understanding this helps you navigate relationships, business, and communication more effectively.

Everyone has a darker side, but successful people learn to channel theirs productively into discipline, creativity, and drive.

Psychology isn’t just theory; it’s a toolkit. Learn how people think, act, and decide, and you’ll know how to lead them, influence them, and even understand yourself better.

Final Thoughts

The digital age offers endless opportunities, but only to those who are willing to take responsibility, confront discomfort, and keep improving.

Becoming a man today means embracing the hard truths most avoid.

Because at the end of the day, success isn’t about luck. It’s about who you become when life tests you the most.

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