In the beginning of your business journey, no one knows you. And you don’t need to spend $100,000 for running ads; just speak, write, blog, tweet, teach what you do, share information, and tell the story of your success, and surely you will build a loyal audience. This is what famous chefs do. Emulate them. People like to know your little secrets. Be confident in what you’re offering, give a little away for free, and if you have created something special, people will return to you with money.
Be happy that you’re in the shadow.
Obscurity helps protect your ego. Use this time to test, tweak, make mistakes, and find the right way.
Then start building an audience.
The smartest companies know that the best method for building an audience is out-teaching, not out-spending.
Don’t use old-fashioned press releases or journals; just remember that everything is marketing.
Every time you answer a call or send an e-mail, you do marketing. If you don’t have a separate department for marketing, don’t create one.