Should You Rely Just on Word-of-Mouth? The case against marketing

Self-employed people who market themselves well and relentlessly will usually be more successful, at least financially, than will even higher-quality professionals who rely just on word-of-mouth.

Yet if you can afford the possible financial decrement, it may be wise to eschew marketing, except perhaps to create a mailing list of your clients and customers and periodically give them useful bits of free content ending with a low-key solicitation. Why?

I make the case in my PsychologyToday.com article today.