Channels

Channels differ in how quickly they work and how long the work survives.

Search and content

Slow to start and slow to decay. Suited to problems people actively look for, and wasted on products nobody searches for by name.

Referrals

The cheapest source for most service businesses and the most neglected. Asking deliberately at the right moment usually outperforms any campaign.

Paid ads

Fast and precise, and they stop the day you stop paying. Useful for testing demand quickly; dangerous as a permanent foundation.

Local presence

For anything served in person, an accurate and complete local listing plus genuine reviews often moves more revenue than a website redesign.

• PositioningHow to define who you serve, what you replace and why it matters more than design.
• MeasurementWhy leads and revenue beat impressions, how to attribute calls, and the vanity metrics to ignore.
• AboutAn independent primer on small business marketing.