If you have a compelling product (something you want to say or sell) you will need to go beyond what your customers are expecting. Do you know that your product needs polishing, but you say “It’s good enough?” Maybe you are settling for mediocrity, only reaching customer’s low expectations. You must aim higher.
You need to be passionate about what you are saying or selling, and other people should know that you are delighted to deliver that product or service. If what you do is outstanding, then your next steps become simpler. If your product is great, you don’t need to spend as much to market or promote it. Your customers will spread the word, since they will be satisfied customers, perhaps even enthusiastic about your product. As Michael Hyatt says in his book about building your Platform, make it a WOW product.