I've been at it a bit..web that is, all work is from the internet or repeat customers, I do not advertise anywhere else (paid ads that is)...just through the website, I got in thomsons local, yellow pages, local business directories etc, just because picked up on the internet. My advertising cost is £100 per year, plus a bit of time, which is hard to quantify in money terms, but as a guess, 40 hours per year (how much do you charge yourself?) especially in quiet periods. Email enquiries can be a pain, but if you target carefully your location it can be cut to managable
I always ask new customers how they found me, 90% say searching the internet.
I do work nationally on some projects, but most is local bread and butter stuff. Small jobs are tons better for a sole trader. Sometimes I'm pulling my hair out with calls...how can i fit it in etc etc...sometimes the phone don't ring for 5 days. I've lost big jobs cos i can't start for a week or so, annoying yes, but nothing I can do so no use fretting.
The internet will get more and more lucrative as the younger age groups look for services via search engines, local newspapers will be wiped out in the advertising market, in fact some local newspapers will cease to exist.
Do not bury your head in the sand!