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When the going gets tough, the tough get... cheap. Today, a good marketing idea has to be as inexpensive as it is clever. In part 1 of a two-part series, I offer five inexpensive suggestions that can lead to productive results.

1. Use all of the buffalo

The buffalo was more than a source of meat. Hides became clothing and shelter; bones became tools; sinews became bow strings.

Think like a Plains Indian and get the most use out of every marketing effort possible. One case study, for example, can serve as

  • Spider-food on your website that boosts SEO and provides meaningful content
  • A direct mail insert in lieu of the traditional product brochure
  • A tradeshow handout to jump start conversations
  • A leave-behind for sales calls


Exploit the public relations potential of a big project such as a whitepaper or e-book. If the content is genuinely valuable (not merely promotional swill), you may be able to pick up good press on the cheap.

One of my clients got a half-page article in the leading trade magazine for its industry—and scored a seat at the executive leadership table in the industry's dominant professional association as a result of the great press.

Target appropriate editors/bloggers/reporters with your content and include a quick note explaining its relevance to their audiences.

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image of Jonathan Kranz

Jonathan Kranz is the author of Writing Copy for Dummies and a copywriting veteran now in his 21st year of independent practice. A popular and provocative speaker, Jonathan offers in-house marketing writing training sessions to help organizations create more content, more effectively.

LinkedIn: Jonathan Kranz

Twitter: @jonkranz