Target your talents/skills and a niche you wish to fill. Know what your idealish clients are. You want to be special right? Or just another tree guy with a truck and chainsaw? .
Do you want to compete for trees that every swinging dong with a bucket truck can clean up and begone before you have the tree on the ground and the customers only care about cost probably not right or....target market waterfront homes and backyards where no big equipment can get too and skill is the only solution. Small trees are a niche too. Lots of people have young trees that need pruning that most tree guys do not want to deal with. Many tree guys around here do not even have handsaws and snips. Some days I can make as much money pruning small back yard trees as I would risking my life to remove a big tree every other guy wants to cut and shove into their big chippers. Go into neighborhoods with big homes and big trees, not trailer parks. Get a brochure and cards market to banks, estates, property managers ect...befriend other tree services and landscapers and builders, work with and for them. It is an evolution of continuous improvement. Know where you stand and can fit now, then know where you want to be aim and pull the trigger. It's ok to constantly adjust your sights just always have a target. Equipment and clients will come.
Learn how to sell yourself, no matter what your pushing
Take off your sunglasses, make eye contact and smile when you greet customers with a climbers hand shake, not a limp fish. Life is good and you are the party. Sounds simple right? I know of shady characters wearing sunglasses on cloudy days, winter hats on hots days (can be a sign of mental illness), not making eye contact at all during the entire sales pitch. Customers see this. When delivering the estimate step up and look solid, shake hands when deal is made.
High end pruning (big and small trees) and technical climbing removals. Good way to make decent money with out buying a bunch of equipment.
some good info for equipment here
http://www.treebuzz.com/forum/showflat.php?Cat=0&Number=317316&an=0&page=1#317316