The only good advertising is effective advertising

The previous post on controlling costs reminded me of a famous quote:

“The bitterness of poor quality is remembered long after the sweetness of low price has faded from memory.”

— Aldo Gucci

The money you spend on your advertising and marketing is not an expense, it’s an investment that you are counting on to bring a return. If you are looking for a financial advisor, your first concern is their track record; their fees only really come into play when comparing the similar track records of different advisors. However, when many small businesses look for help with their advertising and marketing, they look at fees first and often never make track record a concern.

The only good advertising is effective advertising. Anything else is a loss. Be aware of fees and certainly count their cost, but don’t think of your advertising as a commodity that is bought based on price alone. You’ll sure to have a bitter experience if you do.

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