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Summary

Marketing isn't sleazy, yucky, expensive, or phony—unless you make it that way. (And of course, you won't.) How you market your business will largely depend on the type of business you run and your own personality. But don't be fooled into thinking that you are marketing because you've responded to Internet ads all day—getting out in front of other people is vital.

In fact, marketing isn't really a separate activity at all, but an integral part of how you operate your business. In Chapter 8, “Avoiding Expensive Mistakes,” we'll talk about the “how” of running and operating your business to avoid some common problems. Most of those problems are best avoided through targeted marketing, and the “how” becomes easier if you address these issues during the marketing phase of your work.


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