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That post is a great read, but I want to change the conversation a little bit. I’m here to discuss the step before a marketing team presents its plan and asks for a go-ahead: selling the idea of marketing.

For agencies and marketers, the toughest part of making a sale is talking about money. Most family shops and small businesses don’t set aside a marketing budget, so there’s not much money to go around.

Here’s the thing, though: every company needs marketing. Whether you have a product, service, or idea, it requires support and encouragement to make its way into the world.

Lately, I’ve been thinking about how to help businesses who won’t, or don’t think they can afford to, embrace the idea of marketing. As with many things in life, all that’s required is a change of perception.

At the end of the day, everybody, including marketers, needs to view marketing as an investment, not an expense. I came up with a few points that I hope will change the minds of at least a few businesses.