Three Secrets of Marketing - written by Barbara Wayman

In over 15 years of doing marketing communications work, I've picked up quite a few tips on how to best get the job done. From start-ups to Fortune 100 companies, my three marketing secrets make a difference.

1. Consistency Is Key

If I had only one piece of marketing advice to offer, this would be it: The secret to effective marketing is consistency, plain and simple. A press release here, an ad buy there, a brochure that looks one way and a website that looks another ... these hit-or-miss efforts are doomed to failure and are just a waste of your money.

TIP: Don't dabble at marketing.

If your budget is limited, invest in a good, solid marketing plan and then consistently execute just one part of it until you can afford to do more. Don't let it fall down on your list of priorities. If you think marketing can be of value to your company, start doing it, even in a small way. And then don't stop. You'll see results.

2. Amplify What Makes You Different

As teenagers we desperately want to blend in with our peers, never imagining we'll one day embrace the very things we worked so hard to hide. In business, marketing yourself and your brand is much easier if you have memorable qualities that stick in people's minds.

Don't be afraid to be distinctive. Barbra Streisand's strong nose, Warren Buffett's frugality, Cary Grant's elegance - these qualities are entirely authentic but hard to duplicate.

TIP: Take a moment to think about your business persona or company. What do you have that others don't? If you're not sure, do a quick review of competitor websites or think about comments you've received from others. Now how can you amplify those qualities?

3. It's All About Third-Party Credibility

Okay, now I am going to tell you some gossip.

Did your ears just perk up? Would you have had the same response if I had said, "Now I am going to tell you all about me." Probably not. What someone else says about you will always carry more weight than what you say about yourself. When thinking about your company's marketing, look for ways to build your reputation with others.

Reporters, editors, bloggers, customers, business and government leaders are all examples of influential audiences who could be spreading your message. It's your job to make sure they know and understand what makes you special.

TIP: Take a look at the marketing you're doing. Are you missing any important audiences? What one thing can you do to reach out to them?