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Buzz on a Budget

Get the most bang for your marketing buck with these tips from an expert.

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This story appears in the June 2007 issue of Entrepreneur. Subscribe »

Good marketing is key to every startup, and with smart choices, it doesn't have to break the bank. Larry Mersereau, author of Stand Out! How to Position and Grow Your Business, offers these tips to jump-start your promotional campaign.

Find Realistic Prospects. Focus marketing on your most likely customers; e.g., don't run an ad in a community newspaper if only a small percentage of readers will buy. "Focus your communication on [your target customers] exclusively," says Mersereau. "That's balancing the two dimensions of reach and repetition. People have to see you over and over to get familiar with you."

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