From my past experiences in shooting wedding events as a sideline job, getting business was never a problem. I always get customers who calls me every now and then asking me to shoot their wedding... for $350... plus album. I almost fainted.
Its good to say no to ridiculous clients but I think if we bend too much, I feel its our loss. Like what catchlights mentioned, photography as a business isnt just about having a camera and a namecard, there's more to it.