“Lies Startups Tell Themselves to Avoid Marketing” could easily serve as a handbook for consultants who want to overcome potential clients' resistance to professional marketing efforts (Lie #7: “I know how to market”).
Each of the 10 lies is an argument against common fallacies. Many of these address DM-centric concerns such as the value of investing in marketing (Lie #1: “If I build it, they will come”); campaign timing issues (Lie #2: “There Is no point in promoting my product until it is completely ready”); and why, even for a small concern, sales efforts must go beyond setting up a simple Web site and waiting (Lie #5: “I only need a Web site”).
Mercifully, authors Sandra Holtzman and Jean Kondek include a corresponding truth to counteract each lie. And they have sound words of advice for novice marketers who have not yet learned that a seasoned pro can sell anything (Lie #9: “Only a technical person can market my product”).
