Using the info gathered through Golden Rule #1, establish a sales target and set an advertising budget that will allow you to reach that target (with or without the support of sales staff).

Warning: Advertising must be a line item in your budget – not a last-minute addition inserted after all your funds have been committed to other priorities.

If you are in mid-year, free up funds by canceling less important expenditures that do not put dollars in your pocket. Go ahead. Look at your budget. We bet you can find at least 3-5 items that can be cut or postponed to next year.
 
 

Given your advertising budget, determine whether it makes sense to go the “do-it-yourself” route, or whether you should hire an advertising professional(s). Caution: remember to include the “hidden benefits ” provided by an advertising pro:

	Your chances of success go up dramatically, especially when you compare professional advertising with do-it-yourself advertising, which has a very low success rate.
	By no longer having to spend large amounts of your time on advertising, you have more time for other high priorities that contribute to your bottom line.

Accept that advertising is not created to promote your product or service. Advertising is created to promote the benefits delivered by your product or service. If you do not understand the difference, hire an advertising pro -
preferably us (See Fee Options)!