There is a misperception that powerful, effective marketing costs millions of dollars.

It need not and does not.

Great marketing is:

• Deeply understanding your customers.
• Creating language based on your market’s experiences, wishes and words.
• Distributing that language from powerful platforms. These include:
• Great public relations for earned media
• Direct communication with customers and prospects
• Social media
• Your product manual and documentation
• Many more
• Nourishing word-of-mouth communication among your customers.
• All of these steps lead to developing evangelists, who will spread your message to everybody they know.

Note that not one of the bullet-points deal with television and radio advertising, which is not only expensive, but rather lazy.

It’s lazy because most of the messages that get on TV or radio do not resonate with audiences — because the advertisers have not done the work to develop compelling language.

Great marketing is inexpensive. In fact, the only cost is some elbow grease. Effort.

Will you do the work?