Being useful, is attraction marketing

This is a great presentation by Jay Baer about being useful based on his book You Tility. Simply by being helpful you can attract the right prospects to your business rather than spending thousands on Adwords. Advertising is a great tactic in some markets and if you have a big enough budget to do it consistently but most small businesses don't have that sort of marketing spend. Being helpful is often free or at the very least a low cost idea. It could be as simple as providing a google link to your office address, sending an SMS reminder for an appointment or recommending a free resource.

You really want to create marketing so useful people would be willing to pay for it.