Shoestring Nooses

I often encounter a mindset that sees marketing as an expense.  I suppose from the perspective of an accountant, that is absolutely accurate. However, in reality marketing should be viewed as an investment.  Think of it this way: marketing is only expensive if it’s not working. If you made 5 dollars every time you spent two marketing dollars you would be spending money all day and be happy about it. Ideally, marketing is an investment.​

We all live within the constraints of a budget.  There are many good things to be said about marketing on a shoestring, on choosing strategies that are smart and that work.  Today, however, we are going to talk about avoiding turning our shoestrings into nooses – making mistakes with our marketing dollars that, like  bad investments, are nothing but expensive errors.

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