Have a look at my article that was mentioned above, it really is worth a read! (even if I say so myself!)
The thing about advertising is you have to put in the gruntwork! It is always hard to justify to yourself shelling out money on something that isn't tangible and that we can't keep and don't know if it will work. However particularly when you first start you have to get your name seen in as many places as you can, this will help is you have a recognisable logo. When I first started I advertised everywhere - leaflet drops, shop windows, shops, newspapers, getting friends and family to give leaflets to all their friends ... and so on.
Getting new clients is one of the hardest things we, as the newly self employed, face. You will only get them by sheer hard work and making sure you have provision in your start up costs to spend money on getting a good advertising campaign going. Sadly this is the thing that most new businesses forget to factor in to their business plan and yet you could be the best nail tech in the world, but no one will come if they haven't heard about you!
Remember we all know the likes of Coca Cola and McDonalds, and I dread to think what their advertising budget is! But if they didn't advertise people would forget about them and go elsewhere ... and as you are home based this is even more crucial to get your name out there. Spend the money you save on shop rent on a really good campaign. Yellow pages, the Thomson Local, and my website worked well for me ... and also the dreaded leaflet drops - but I always targetted the same houses once a month and it works!
HTH and good luck!