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Erin makes a good point about finding veterans and first responders where they are at. When you consider how you learned about this program and the communication tools, i.e. Facebook, that veterans and first responders utilize, these could be your first marketing strategies.
Story telling is also very powerful for a service business like yours. In other words, you first client can lead you to your second client.
The saying in marketing is – people do not do business with businesses, they do business with people. So consider telling your story through your marketing channels to develop relationships with you.
As Louise says, you have a strong asset in your son.