We all know that ads can be powerful. But let’s be honest…they can also be expensive.
The good news is that ads are not the only way to get customers or market your product.
In recent newsletters I showed you how simple products like PDFs you can sell online, or how AI tools can help you launch services on platforms like Fiverr.
Both of these strategies require ads to get the most out of them, but today I want to talk about how you can actually market those products and services without spending much, or anything at all.
Leverage Online Communities
Think about where your potential customers already spend their time. It could be a Facebook group, a subreddit, or even a specialist forum. Get involved, answer questions, share insights, and contribute in a genuine way. Over time, people start to trust your advice and will naturally check out what you’re offering.
You can also promote your product organically in these spaces, provided you do it without spamming. For example, if you created a PDF guide, you might share a few tips from it inside a group and then say “I actually put together a full guide if anyone wants the details.” That one comment can turn into real leads.
Cold Outreach (Done Right)
Most people send messages that are nothing but sales pitches. People can see straight through it, and it rarely works. A better approach is to reach out with genuine value. Let’s say you’ve created a PDF checklist for people who struggle to fall asleep. Instead of saying “Buy my product,” you could message someone who’s struggling and say “I’ve actually got a resource that might help, can I send it over?” No pressure, no pushiness. This builds trust, and trust is what turns into sales later.
Guest Spots and Collaborations
You don’t always need to build an audience from scratch. Look for people who already have a following in your space and offer to collaborate. It could be a joint Instagram Live, a guest blog, or even writing a short section in their newsletter. If you’ve just launched a Fiverr gig using AI, you could approach someone who writes about freelancing and suggest sharing your story as a case study. You get exposure, they get content, and everyone wins.
YouTube or TikTok
Video platforms are free megaphones if you’re willing to show up. You don’t need fancy editing or expensive gear. Even a short, raw clip filmed on your phone can take off. Imagine creating a 60-second TikTok showing “How I made £20 selling a PDF last week” or “What I learned from my first Fiverr order.” These platforms reward authenticity over polish, and your content can reach thousands of people for free.
Share Your Journey Publicly
People love stories. They want to see behind the scenes, not just the polished product. Share what you’re building, what’s working, and even what’s not. If you’re experimenting with AI to launch a service, talk about your wins and mistakes. If you’ve created a PDF, post about the first time you got a sale. This kind of content is magnetic because it feels real. It draws people to you, and by extension, to your business.
When I first tried promoting one of my early side projects, I thought nobody would care. I wrote a post in a Facebook group at 11pm, hit “publish,” and went to bed.
The next morning I woke up to a flood of notifications and a DM from someone who wanted to buy what I was offering. It wasn’t a huge payday, but it made me laugh.
I’d been overthinking for weeks, and it turned out one scrappy late-night post did more for me than all my careful planning.
You don’t always need to throw money at ads to get noticed. By being consistent, creative, and authentic, you can reach customers without burning through your budget.
Pick one of these methods today and try it. The sooner you start sharing what you’re building, the sooner people will start paying attention.
