I can't give you any direct suggestions, but I'll tell you my story... I am not a professional photographer but I make a good chunk of change taking pictures each year.
I started out doing volunteer photography. I'd take pictures for anybody who wanted them basically to learn what the hell I was doing. After a while, I built up a pretty decent portolio. Also, having met so many people (and businesses) during my volunteer days, people began calling me with pay jobs.
All of my paid work is through word of mouth. I don't advertise. I meet people on shoots, they like my work and they hire me for more work. Not that I'm all that great. I'm not. I've seen work on this site that would blow me out of the water, but I work hard. I try to be nice, straight forward and honest with the people I work for. I try to make an impression -- a good impression. One customer commented, "You're a charming SOB, ain'tcha..." I try to be. I love taking pictures.
Next month I'm shooting two college graduations and a golf tournament. No advertising. Just going out, meeting people and trying desperately to be a charming SOB.
Don't be afraid to give to get, meaning don't be afraid to shoot some freebies just to get your foot in the door.