FORUM WORKSHOP
Forum Workshop
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BUSINESS SPENDING
Not only do small business owners tend to
charge too little, they often think they have
to spend too much to stay in business.
Sometimes finding out what “too much” is, is a
matter of trial and error. But you have to pay attention. Spending too much is often necessary
as long as it doesnʼt happen for too long a period of time. Advertising is going to cost a lot in
the beginning, simply because you need the
exposure, unless you want to wait five years for
word-of-mouth to build your business. The mistake entrepreneurs often make is they buy too
much advertising, all at once, run out of money,
then discontinue advertising completely – because “they canʼt afford it.”
You Can’t Afford
Not To Advertise
�
You probably canʼt afford not to. But
you need to find out what you can
afford to do that will be effective. So
contact every publication in your
area and find out whom they target. If you intend to attract customers from an entire metropolitan area, the newspaper will reach that
market. If you want to sell to college students,
the school paper or local arts and entertainment
tabloids are right. How about the entire state?
Perhaps your has a regional magazine? The
nation? Define your market more specifically: businesses, households, sports enthusiasts, and do some research.
Take your
Business to the
Next Level
continued..
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