Nurses functioning in advanced practice roles, particularly those in private practice or in other entrepreneurial roles, need to develop strategies which inform potential clients about the professional services they offer. This article describes practice-promotion strategies used by psychiatric nurses in private practice. A survey by the authors suggests that many of these strategies are viewed as either professionally appropriate or business-producing, but usually not both. Nurse entrepreneurs, in seeking means to promote their practices, must determine which promotional strategies are useful in their own unique circumstances.