Word of mouth is the accepted first choice for so many services and it worked reasonabley well for me. Up to a point.
My main client base was in the business sector and i needed secrataries and
pr's to be ordering hospitality lunches from me. So itargeted our local technology park. Called round them all and left menus and a short cover letter. Made appointments to see them personally with samples and it payed dividends. Those i hadnt been able to see spoke to others on cigarette breaks, or while queing at the sandwich van and i was very busy there very quickly.
I also spoke to the managers of pubs that did food and had a function suite. My pitch was that if they used me for function work, it would leave their chefs free to concentrate on the menu. Worked like a charm and i ended up with some casual work and One that contracted me to do all their function work. I also offered to promote their place on my website. (below)
It's scary putting yourself out there. Facing the possibility of rejection. But if you have faith in your product, the doors do start opening.
I was terrified of doing the canvassing myself and put it off for months. My son nagged me to "JUST DO IT" one day and it got easier quite quickly.
I'd say, if you really dont have the confidence to deal with prospective clients in the begining, pay someone to do it for you.
Advice i was given but didnt take was "DONT ADVERTISE. IT MAKES YOU LOOK DESPERATE" I spent a fortune on local magazines etc and got nothing.
I did take out advertising with Yell.com tho with a link to my website that has been very successful.
best of luck to you