Some people rush around doing masses of marketing ? lots of networking, writing articles and blog posts, speaking in public ? and hope that the phone rings. They go to loads of meetings and send out dozens of proposals, hoping that all the activities will bring in more clients.

Other people get up late, take the dog for a walk, wander into their office and answer the phone, to talk to a prospect client who is calling and ask if they can pay them for their help.

The latter group of people are practicing the art of Zen Marketing! It?s much cheaper, less time consuming and more effective than the marketing that the first group of people do.

So how does it work? First you need to get really clear on who your ideal clients are, so that other people can recommend you to them. This also means that you can stop wasting time running after not so ideal clients, who will take months to sign the deal and then don?t want to pay you for the great job you?ve done for them.

Secondly you need to build a great reputation. When people are talking about you without you being there ? and saying nice things, or course ? then your phone will ring without you having to do all the chasing.

So the next time you?re thinking about spending a lot of time and money on your marketing, stop, take the dog for a walk (or go to the gym, or take a nap) and think about getting the basics right. When you get the basics right, the rest of your marketing will be much more effective.