Often there is a trial and error period in finding the perfect path to follow or the ideal strategy for your particular product or service. Critically important is presenting your product or service in a way that conveys a message of professionalism and credibility.

It has long been a fundamental business principle that if your product is of the highest quality, easy to acquire and less costly to the consumer, that they will "beat a path to your door". For the most part that may be true but there are a few other considerations that are critical to the success of your business. While there are countless methods and approaches that you can take in reaching your goals, my experience has shown that the very first thing to consider is that all your presentation materials should be of the highest caliber. That doesn’t mean they have to be expensive, but be aware that you represent yourself every time you pass out a business card or write a letter to a potential customer. Therefore you are always marketing yourself. Be sure that the tools you use are professionally and skillfully prepared. Opportunities for the growth of your company are enormous but can potentially be expensive. Therefore the following are just a few ways you may consider for marketing your product or service that are the least expensive and often the most effective in reaching your target audience.

1. Prepare a good press release.
While there are not guarantees that an editor will pick up your story, the potential is staggering. All you need is one editor who is interested in your story and you’ve hit the bull's-eye. Overall, a press release is one of the least expensive methods for promoting your company, product or service.

2. Write articles about your area of expertise;
and the reasons your product will benefit the masses. Make sure the article is useful to those who read it. Every good e-zine is constantly looking for potentially interesting and important articles to feature. Writing articles gives you an opportunity to advertise for free while building credibility.

3. Include a good bio on your web site.
About you and your company. Write it in the third person. You don’t want your bio to sound autobiographical, but you do want your audience to know something about you. A bio can create trustworthiness.

4. If it means paying a little bit more...
Make sure you have a good webmaster to create your web site. You want to be sure your web site represents you in a manner that conveys all of the above namely credibility, trust-worthiness and professionalism.

5. Introduce yourself via e-mail.
I don’t mean writing those tacky letters that are pure promo hype. I mean constructing a very professional letter that targets those who may have an interest in your product. A well-constructed letter is worth its weight in gold.