At the most fundamental level, marketing is the process of creating and keeping customers. Peter Drucker said that “Marketing is the distinguishing, unique function of the business.” Marketing also happens to be one of the hardest things to get right in business, making it a common startup killer. Think about the thousands of amazing products and companies that didn’t survive because they couldn’t figure out how to get customers.
Your product can have winning differentiators, but so can your marketing strategy. Undoubtedly, marketing should be as important to your startup as product development. It’s where the rubber meets the road. This chapter will show you quick and effective marketing strategies designed specifically for cash-strapped startups. Learn how to position your company, write copy that sells, and why creating two versions of the same product can be a winning strategy.