My experience is that very few jobs come from outside your "local" business area. The best that most businesses can hope for is to work within a 100 mile radius. That will always be your "bread and butter". I have had my work in dozens of magazines, but can really only credit one job to them alone.

If you produce good craftsmanship, and you treat your customers well, they will recommend you. Most of my customers in recent years are referrals, or they are familiar with some jobs I've done in the past.

I also have learned, after 35 years of working for others, that "how you do business" is as important as your workmanship or artistry. You need good communication, reliable service, consistant quality, and responsibility for your work. If your customer has an enjoyable experience, he will come back, or send his friends.

I would recommend that your friend do what he can to promote himself, such as a website or attending events and handing out posters, and if a customer steps up to help, appreciate it!.....but don't expect it.