| Why are you in business? Or better yet, | | | | I suggesting you can't do it. I am |
| why are you offering a service or | | | | stating your purpose in marketing is to |
| product? There is only one answer to | | | | grow revenue and earn yourself a profit |
| this question. You are in business to | | | | first foremost and always. |
| make money. There are a lot of other | | | | Large companies have enormous marketing |
| good reasons but this is the main one. | | | | budgets. They can afford television |
| When you run a business you have two | | | | commercials, radio spots, magazine ads, |
| main duties. The first duty is to market | | | | newspaper ads, direct mail, and like |
| i.e. get customers. Your second duty is | | | | such. Think about all the commercials |
| to offer your service or product. Most | | | | you have seen or heard in the last week. |
| people have no problem offering their | | | | How much do you think those commercials |
| service or product. The problem is | | | | cost? What companies are running ads? |
| marketing. | | | | The big boys are running ads, not Ma & |
| What is marketing? Don't bother getting | | | | Pa grocery. I am not saying that you |
| a dictionary. Marketing is getting | | | | will never resort to certain types of |
| customers to buy. The purpose of | | | | medium to advertise. I am saying that |
| marketing is to grow revenue and earn | | | | there are other alternatives that are |
| you a profit. You should avoid any | | | | targeted not scatter shot. |
| marketing activity that does not result | | | | Now one thing you should have in common |
| in more customers and sales. | | | | with the big boys is a marketing budget. |
| You must apply yourself to turn this | | | | I am not going to tell you that |
| mistake around. First free your mind of | | | | marketing is free. And I am not going to |
| what you regard as marketing. People | | | | dictate an exact amount. I will suggest |
| have a tendency to follow the examples | | | | that you spend as little money as |
| they see. What I am saying is not to | | | | possible. |
| emulate what you see around you. | | | | More importantly, every dollar you spend |
| It is best that you not market like | | | | should pay for itself. In a nutshell |
| large companies. Large companies market | | | | every dollar spent on marketing should |
| for a number of reasons, most of which | | | | grow revenue and earn you a profit. |
| you can not afford. Large companies | | | | Failing to understand the true purpose |
| advertise to brand their name. I am not | | | | of marketing will cause you to be |
| saying branding isn't important. Nor am | | | | desperate for customers. |