Canadian Scott Stratten's approach to marketing is reminiscent of the philosophy detailed in the book Attracting Perfect Customers. And the best thing about it is that Stratten proves it works! His tagline, "bringing customers to you," succinctly sums up the strategy.

We're all tired of — and becoming deaf to — the advertising cacaphony we hear and see everywhere from a bald forehead to a billboard, blimp, or boxcar. But we still need the products and services of daily life. And we want to take advantage of the best deals available. What to do? What to do?

As a person or company with services and products to get into the marketplace, we must make an effort to let others know we exist. Stratten suggests that rather than push your message out and sit back hoping someone will respond, you should establish yourself as a "trusted expert" in your field — so you're "top of mind" and on the tip of the tongue when your service and/or product is needed.

At the very clean Un-Marketing.com web site, you'll find only the necessary basics to get started, including a simple menu of services (including an active message board) and a sign-up link for a free bi-weekly e-letter. Stratten practices what he preaches — and we could all do with a lot more of that behavior in our vendors and colleagues.