From LentzWiki

Let me start by saying that I don't think there's anything fundamentally wrong with marketing. There's possibly something wrong with some marketers, who either don't "get it" at all, or cling to various outdated or otherwise inappropriate means of promoting stuff.

But let me suggest this to you. Advertising, in the sense of television, newspaper and magazine ads, are outdated and will in due course disappear. Why? Because it is (perhaps like spam) somewhat effective but when seen in the great flood of information, it's bloody useless. Nothing really sticks out, so marketers employ increasingly silly (and intrusive) means to try and get our attention. And that, of course, is annoying. Sometimes annoyance makes one remember a product (just think of any TV commercial for laundry detergent), but it's really not the best way. It's kind of like an arms race, and hence nobody can win. In reality, we all lose out.

For a moment, imagine that advertising did not exist, or was otherwise not an option. Ah, the bliss... anyway, with that premise in mind, read on:

So how does one promote a product? Everybody knows that the best form of advertising is word-of-mouth. If you focus your attention on providing the best product or service to your customers, and are professional and kind even to non-customers, word will spread. Then, you may see other advertising as overhead you simply don't need! If you have a web site, do provide your customers with a forum to provide you with feedback and exchange experiences with other customers. Make it as open as possible. Take note of any criticism and learn. Every company makes mistakes, the key is how you handle them.

And how would one promote a new product, i.e. let people know that something new exists? Well, if you already have some happy customers, you could ask them to take a look at it. Yes, give it away for free, no strings attached. If it's a good and useful product, the word will spread. You really don't want to control this process in any way, that would make it fake.

Links

• Markets without Marketing - by Doc Searls