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People who are brand new to marketing online and business opportunities think WAY too much. They think they have to have lots of money or know everything in the world to be successful. The truth is you just have to open your eyes and see the bigger picture.
Most of the time the work has already been done for you by someone else, you simply have to build a relationship or figure out a way to leverage their hard work and effort. Now, this isn't to say you don't have to put forth some effort yourself, but you certainly don't have to do as much as you probably think.
For instance, if I had a product or service I was trying to push but I had no list, why would I spend all of my money on marketing, hoping to get some sales to new customers when I could just tap into an existing market that someone already has a relationship with? Examples could include: an email list, advertising on a popular, highly visited website for a particular niche, contacting admins of Facebook or LinkedIn groups and seeing if they would let you advertise your banner or message to their group.
Those are just a few ideas but I hope you get the picture. Always look for opportunities and simple low effort solutions that can potentially provide maximum return.