Over 2 decades ago, Corum's founder, Bruce Milne, wrote "Software Company Guerilla Marketing: How to Succeed in the Software Wars with a Carefully Targeted, Low/No Budget Marketing and Sales Campaign." Here’s another of his time-tested ideas: Use Outside Contractors.
You’ll often hear conflicting evidence between “do it yourself” and “use outside experts”. Most small software firms, however, cannot afford a full time graphic designer, direct mail copywriter, or P.R. person. Rather than trying to “make do” by letting your technical writer, for example, write your ad copy, it generally makes sense to hire an outside expert.