Sizzle, Don't Fizzle: Spark Results With Less Spend
Budget-friendly ideas fuel summer momentum and long-term gains
Prices are rising and wallets are tightening. Summer sales won’t spark themselves. Creativity, hustle and proven tactics cost little but deliver big.
A 2024 Intuit QuickBooks Business Solutions Survey found that many small-business owners are leaning on integrated tools to drive growth efficiently.
Inspired by that, veteran entrepreneurs Tom Reid, Ivana Taylor and Iva Ignjatovic shared sharp, low-cost tactics to boost summer sales and grow revenue on a shoestring.
In Search of Happy, Less Costly Summers
Seasonal sales are less of a factor when your product or service applies year-round. That’s the case for Reid, whose work in contracting and leadership stays relevant no matter the month.
He has spent years chasing the elusive leadership ideal and translating it into a detailed work breakdown structure, or WBS. From that, he created “Sustained Leader WBS,” a comprehensive tool with 229 elements to assess and improve leadership potential.
Taylor runs DIYMarketers, “committed to helping small-business owners get out of overwhelm.” Ignjatovic is a marketing, strategy and business consultant.
All three would jump at a clever way to make money fast without spending much. So far, those opportunities have proven elusive.
“I’ve needed this several times, tried numerous suggestions from ‘experts’ to no avail,” Reid said. “Then I realized that ‘ex’ means expired, and ‘spurt’ is just a big drip under pressure. Nothing ever met the need.”
Taylor has found herself in the same boat.
“I know, I’m not a true entrepreneur,” she said. “I feel like authentic entrepreneurs were making money in kindergarten — not me.”
Go for the Fix
There are ways to break out of that rut. DIYMarketers outlines one in its article, “I Hired a Marketing Fixer and You Should Too.”
“It’s difficult to scan who will really provide value,” Ignjatovic said. “I’ve met some true experts, but too many pretend to be, just selling in general places.”
Low-cost tactics, when they fit the business, can deliver.
“My business is not really seasonal, more attuned to political winds than atmospheric ones,” Reid said. “This summer, I’ll be pressing on learning-platform subscriptions.”
Hustle Off to Much Better Better Paydays
To drive engagement, he’s promoting a free class called the Beliefs Exercise, designed to introduce more people to opportunities on his platform.
“Those seasonal bundles,” Taylor said. “I take what I already have and package it differently to spark interest.”
One strong option to build visibility and interest resides online. According to Salesforce, 90 percent of top-performing sellers use social media in their sales strategy.
“A themed email blast tied to a summer trend always gets clicks and conversions,” Ignjatovic said.
Spend Smart or Not at All
With costs climbing, small-business owners are rethinking how they market and sell.
“I’ve never spent on advertising, preferring to let word of mouth do my promotion,” Reid said. “That includes speaking at conferences and publishing, although truth in advertising might not be the most effective technique.”
Financial products often see a year-end bump as people prep for taxes or enter a sentimental holiday mindset. But life happens year-round — marriage, childbirth, home buying and medical expenses all drive demand.
“I’m leaning more into organic content and email campaigns over paid ads,” Taylor said.
That low-cost, high-impact mindset is critical when margins shrink.
In Pursuit of Great Ideas
“Cut waste,” Ignjatovic said. “Every expense needs to earn its keep this summer. Most entrepreneurs and solopreneurs don’t do advertising. They can’t afford it. It’s expensive, and no results are guaranteed.”
Sometimes, the most effective strategies are also the most basic.
“Email marketing is still the most economical way to reach people who at least know you,” Reid said. “They probably like you, and might even trust you.”
That aligns with Taylor’s experience.
“Word of mouth is the best,” she said. “Business-to-business email marketing is so expensive because it’s so niched. There have been so many things that Microsoft, Yahoo and Google are doing to make it so very few business emails make the inbox.”
Another idea on Taylor’s list: Host a live challenge or mini-class. “Engagement gold and totally free with social tools,” she said.
Repetition matters, too. Demand Gen Report, a site focused on sales strategy and buyer behavior, found that 82 percent of buyers view five to eight pieces of content from a vendor before buying.
Show and Tell
Personalization is another low-cost way to keep customers close.
“Handwritten thank-you notes to past clients are personal, powerful and cost pennies,” Ignjatovic said.
Those personal touches help generate the kind of customer feedback and testimonials that drive credibility and conversion.
“I’ve gotten really nice testimonials,” Reid said. “I’m looking for the most effective ways to use them.”
Feedback, testimonials and — most of all — referrals are the engine behind sustained growth.
“I feature one testimonial a week with a call to action,” Taylor said. “That builds trust fast.”
Be fast and flexible. Those are key to thriving in a chaotic marketing environment.
Inside the chaos and clout of social media’s next era
“Turn a five-star review into a social post, email subject line and ad headline,” Ignjatovic said.
For those trying to generate sales on a shoestring budget, her advice is simple.
“Focus on one high-impact channel, and go all-in,” Ignjatovic said. “Spread too thin and nothing sticks. I’ve seen good content disappear into the internet void with no likes, no engagement. Then I see bad or totally useless ones getting all the fame.”
Taylor agreed.
“Keep it simple,” she said. “Use what you have. Connect genuinely and frequently. Remember that nothing is certain. I’ve seen amazing content get nothing, and stupid content get tons of comments and engagement.”
In-person contact still works — and costs almost nothing.
“Up close and personal helps solidify summer sales and those thereafter,” she added.
As for Reid’s final piece of advice?
“Whatever line you see me get into at Walmart or the bank, get in a different one,” he said. “I always pick the slowest one.”