Make Money at Home - Online Business Guide

Economic changes in the 1990s have altered the rules of the advertising business in ways no one could have imagined five or ten years ago. Larger companies that once dominated the market have lost clients to smaller, upstart agencies; clients are cutting their spending on advertising; and marketers are reducing their television, radio, and print advertising in favor of direct mail and other less-traditional forms of promotion.

In short, the industry is more competitive than ever, which means new opportunities for the creative advertising professional who may be home based. While home-based ad agencies aren’t likely to wrest the million-dollar corporate accounts from the majors, there are a lot of different ways to split the $138 billion U.S. advertising pie. Using a computer, some specialized software, and a high-resolution printer, someone with experience in the business who has the necessary skills can make a good living running an ad agency from home. After all, bright ideas can germinate and flourish anywhere.

Possible clients include a local hobby shop, a magazine dealing with the topic, a specialty bookstore, and other things related to the hobby. Shoe says for ethical reasons it’s best not to solicit businesses that are in direct competition with each other, such as two model railroad shops in the same city. He points out a benefit of focusing on one of your hobbies: you already know what the people you’ll be dealing with are like, because you’re one of them. Chances are that you also have some ideas about which advertising approaches would appeal to hobbyists, have contacts in the field, read the literature, and know when and where the trade shows and conferences are held. If you have been in the field for a while and have developed some expertise, you can make extra money by teaching at local colleges and adult schools.

Knowledge and Skills You Need to Have
• You need to know basic principles of design, layout, and typography.
• You must be good at writing copy that conveys your client’s message in a catchy, appealing, and memorable way.
• You should have a portfolio of your best work in order to get new business.
• There is no substitute for experience in this field. Steve Shoe thinks it inadvisable to go into advertising if you don’t know anything at all about it, but if you have some experience you may be able to hone your skills by working with an acquaintance and/or by reading extensively.

Advantages
• Advertising is a creative endeavor. You get to use both your verbal skills and your artistic talents.
• You can specialize in a field you enjoy, which means you get paid to do the things you like best.
• You get to meet a lot of interesting, colorful, and knowledgeable people.
• Loyal clients will give you repeat business—and referrals.

Disadvantages
• You are often working on tight deadlines.
• There is a lot of competition in this field. Many of the people who have lost jobs at major advertising agencies over the past few years have gone out on their own.
• You have to know how to do a broad range of things, including pasting up ads, writing press releases, putting an ad campaign together, etc.—or at least know where to go to find other people who can do those things for a reasonable price.

Best Ways to Get Business
• Networking with other people in the advertising field, going to ad club meetings.
• Networking with your contacts in clubs and hobby groups.
• Advertising in a trade publication where professionals who might need your services will see your ad.
• Teaching at a community college or adult school.