I. MYTH: Marketing is too expensive.

REALITY: Not marketing is too expensive.

You’ve got overhead, inventory, employees, taxes, rent, etcetera... You’re already spending way too much money on your bottom line to neglect growing your company fast, furiously and systematically.

II. MYTH: There’s no need to market to my existing customers/clients.

REALITY: You’re not the only show in town. The Internet is "town" and it's infinite.

Are you as loyal to your customers as you want them to be to you? What are you doing to nourish your customer relations?

III. MYTH: There’s no need to market when I’m doing well.

REALITY: Are you really doing well or are you just being carried by the market? Are you really creating a solid and sustainable customer base?

Consistency is key to growing your business. Not marketing when the market is in your favor only sets you up for an expensive game of catch-up when it isn’t.

IV. MYTH: My uniqueness is my best marketing. It is easily recognized by potential customers and differentiates me from my competitors.

REALITY: This can be a false comfort zone... uniqueness is rarer than you'd think and often overestimated.

What is the experience of doing business with you like? How do you plan to share your specialness? Market with conviction and gauge your uniqueness cautiously and realistically.

From 'The Cool Breeze Bible of Marketing Zen,' CHAPTER 4 Click to Open Web Page