A lot of small companies have been contacting me for help lately, many of them start-ups. Nearly every one is venture funded, or seeking it. I met with a start-up CEO the other day, and he asked me the perfect question: “Do you think we should seek funding?”

I told him what I’m about to tell you: No. Because I have seen a lot of good ideas, companies and founders get derailed, pushed in the wrong direction, and mis-molded by investors. It doesn’t take long for them to panic, and when they do, your business is instantly changed — because they say so. You’re no longer chasing your vision, but reacting to investor demands.

Instead of chasing investors, why not chase customers? Instead of creating investor presentations, why not create powerful marketing? Why not do the hard work of growing naturally, by effectively attracting your ideal customers through excellent marketing? Know your market. Create resonant and relevant language. Distribute it from the right platforms. Build relationships with customers and press. Communicate relentlessly. And incentivize customer word-of-mouth.

This approach is not possible for every start-up, but it’s perfectly suitable for many of you. I know, as my marketing advice is currently weening several clients off of investor dependence.

I help clients increase revenue and create customer evangelists and influencers through powerful marketing. My clients include Logitech, TiVo, Sony, and ZAGG. See my Web site for details about my work.

The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. It covers marketing, branding, positioning, language, and public relations. Your email address is never shared, with anybody, for any reason

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