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Crazy-Cheap Marketing

Advertising can be expensive.  But it’s ONLY expensive when you don’t get a good result.   Even if you pay through the nose for expensive advertising, it’s not expensive if it does well for you.

The key in making advertising work for you is ensuring it’s achieving what you want from it.  So start out by asking what you want from your advertising.  Then ask yourself what you’re willing to spend to get it.   Don’t shoot from the hip on a dollar figure but actually put some thinking into it.   If you’re going to spend a thousand dollars then will your objective be to make $5,000 from it?   Will your objective also be to introduce customers to something new in your business?  Will your objective also be to bring in new customers?   And so on.

So what if you spend $1,000, made $3,000 in profits and got one new customer but showed 30+ customers your newest thingymajig?  Then this is somewhat of a subjective evaluation because you didn’t make the $5,000 you wanted yet you tripled your investment.  That’s not bad, right?  What’s more, you got a new customer who may potentially be worth thousands in the future.  That’s not bad either.

Thus, start with your objectives.  Plan what you want.  Then evaluate.  Work to understand where it could’ve been better.  Learn the lessons your results are trying to tell you – you just have to listen.

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ANDREW R. CURRY
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