writes the words, lays out how the ad will look, photographs or draws the items to appear in it.

Oh, and please don’t buy into the idea that your newspaper, magazine or phone directory will create the ad you’ll run with them. Their business is selling advertising space, not creating effective ads that deliver customers ready to part with their money. And radio guys? They sell time – spots on the

Not everyone is a marketing guru. Even some who claim to be. But that’s another story for another time. The goal here is to provide some basic help for the growing number of small business owners – many with start-up ventures – who have to market their own products and services

The first question I’m usually asked in seminars and workshops – even by some of the business owners I coach – is, “How much should I be spending for advertising?” My answer’s always the same, “Zero!” Why? Because advertising dollars should be an investment, not something you “spend.” Advertising should bring in more dollars than the price of the efforts – many more dollars.

Notice how we switched from marketing to advertising? That’s because many business owners believe the two are the same. They’re not. Marketing includes advertising plus other activities – sales promotion, public relations, plus research and development. The latter to learn what would-be customers want, what your competition’s doing, plus how to improve what you sell.

OK, so how much should you invest in marketing? For every $100 you plan to take in – we’re talking sales, not profits – your minimum marketing investment should be between $7 and $10. For a new business, that range should be $11 to $15 because you have to introduce your business plus what your selling.

If your written business plan – yes, you need one – forecasts $200,000 in sales for the year, set aside at least $22,000 for marketing, even up to $30,000. I’d use the high end figure because you can’t run a newspaper ad, for example, unless someone creates it…writes the words, lays out how the ad will look, photographs or draws the items to appear in it.

Oh, and please don’t buy into the idea that your newspaper, magazine or phone directory will create the ad you’ll run with them. Their business is selling advertising space, not creating effective ads that deliver customers ready to part with their money. And radio guys? They sell time – spots on thei

much should I be spending for advertising?” My answer’s always the same, “Zero!” Why? Because advertising dollars should be an investment, not something you “spend.” Advertising should bring in more dollars than the price of the efforts – many more dollars.

Notice how we switched from marketing to advertising? That’s because many business owners believe the two are the same. They’re not. Marketing includes advertising plus other activities – sales promotion, public relations, plus research and development. The latter to learn what would-be customers want, what your competition’s doing, plus how to improve what you sell.

OK, so how much should you invest in marketing? For every $100 you plan to take in – we’re talking sales, not profits – your minimum marketing investment should be between $7 and $10. For a new business, that range should be $11 to $15 because you have to introduce your business plus what your selling.

If your written business plan – yes, you need one – forecasts $200,000 in sales for the year, set aside at least $22,000 for marketing, even up to $30,000. I’d use the high end figure because you can’t run a newspaper ad, for example, unless someone creates it…writes the words, lays out how the ad will look, photographs or draws the items to appear in it.

Oh, and please don’t buy into the idea that your newspaper, magazine or phone directory will create the ad you’ll run with them. Their business is selling advertising space, not creating effective ads that deliver customers ready to part with their money. And radio guys? They sell time – spots on the

keting includes advertising plus other activities – sales promotion, public relations, plus research and development. The latter to learn what would-be customers want, what your competition’s doing, plus how to improve what you sell.

OK, so how much should you invest in marketing? For every $100 you plan to take in – we’re talking sales, not profits – your minimum marketing investment should be between $7 and $10. For a new business, that range should be $11 to $15 because you have to introduce your business plus what your selling.

If your written business plan – yes, you need one – forecasts $200,000 in sales for the year, set aside at least $22,000 for marketing, even up to $30,000. I’d use the high end figure because you can’t run a newspaper ad, for example, unless someone creates it…writes the words, lays out how the ad will look, photographs or draws the items to appear in it.

Oh, and please don’t buy into the idea that your newspaper, magazine or phone directory will create the ad you’ll run with them. Their business is selling advertising space, not creating effective ads that deliver customers ready to part with their money. And radio guys? They sell time – spots on the

etween $7 and $10. For a new business, that range should be $11 to $15 because you have to introduce your business plus what your selling.

If your written business plan – yes, you need one – forecasts $200,000 in sales for the year, set aside at least $22,000 for marketing, even up to $30,000. I’d use the high end figure because you can’t run a newspaper ad, for example, unless someone creates it…writes the words, lays out how the ad will look, photographs or draws the items to appear in it.

Oh, and please don’t buy into the idea that your newspaper, magazine or phone directory will create the ad you’ll run with them. Their business is selling advertising space, not creating effective ads that deliver customers ready to part with their money. And radio guys? They sell time – spots on the

writes the words, lays out how the ad will look, photographs or draws the items to appear in it.

Oh, and please don’t buy into the idea that your newspaper, magazine or phone directory will create the ad you’ll run with them. Their business is selling advertising space, not creating effective ads that deliver customers ready to part with their money. And radio guys? They sell time – spots on their station. They don’t create great spots. Web designers? Their name says they design. Don’t expect them to write content that works.

Unless you know a great deal about marketing, find yourself a marketing firm or other professional you feel comfortable working with. But keep in mind their fees also come out of you marketing budget, so invest your marketing dollars wisely.