A client was recently talking about the options available to most businesses when it comes to marketing, and narrowed it down to three that always work. You can outspend the other guys. You can make sure that your message is so memorable — edgy, funny, emotional — that it leapfrogs the rest. Or you can market to profitable niches that are ignored or underserved. Of course, you could always be an over-achiever and do all three. But if you don’t have an unlimited marketing budget, one of the other two will do quite nicely. The only hurdle? They both take nerve. Do you have it?
