By Markus Allen
It’s a well known fact that geese cannot lay golden eggs!
And yet when businesses feel the slightest pinch in their profits, the first thing they usually cut is their marketing … in effect, the goose!
I suspect this happens because the majority of businesses can’t make the connection between marketing dollars out and customer dollars in. In other words, this is done mostly by businesses that are “advertising” or “brand building” instead of direct-response or performance-based marketing.
Here are two steps to immediately remedy this situation:
- Don’t do any marketing where results cannot be measured!
- Once you have your performance-based campaign in place, create a budget. Employ either a straight dollar amount or a percentage of the gross that you will always allocate to your marketing efforts.
Keep your goose alive and kicking and your business won’t turn into a rotten egg!
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Markus Allen is a marketing expert out of Philadelphia.
Source: Markus Allen’s $10,000 Marketing Tip of the Day.