Your new business won’t jump past the starting line without someone to buy your services or products. Most entrepreneurs connect with clients through with a combination of approaches: marketing, advertising, word of mouth and networking. Here are some tried-and-true strategies to get customers coming through the door.

• Get to know as much as you can about your target customers’ needs, problems, demographics and purchasing habits. Your local reference or business librarian can help you dig up information. Use it to refine your offerings and the way you promote them.

• Base your marketing efforts on meeting customer needs as well as what’s new, different or better about your offerings. Tout the fact that you deliver superior service, lower prices, friendlier salespeople, a convenient location, more environmentally friendly products or more flexible hours.

• Study your competitors. Emulate their strengths and improve on their weaknesses. How can your company do a better job of serving customers?

• Join local organizations such as networking groups and the chamber of commerce, and get involved. Small businesses often refer noncompetitive business to each other—attorneys to accountants, for example, or editors to graphic designers. Form alliances with others who can help you, and be sure to send them referrals as well.

• Promote your company inexpensively by giving talks to local groups, taking part in local job fairs or home shows, holding an open house, and helping sponsor community events such as fun runs or charity car washes.

• Advertise selectively in media that delivers your message to your target audiences. Even inexpensive placements such as short radio spots and ads in small community newspapers can be effective.