Written In Stone

X. Be flexible

You may start your marketing efforts thinking that advertising in the local newspaper or sending a direct-mail piece to everyone in the area may be the best marketing strategy for you. And perhaps it will be. However, if you're not reaching your goals or the results aren't supporting your hunch, try modifying your efforts to produce better results.

By putting some thought into your promotional efforts before you spend your money, you can achieve far more effective results than with a shoot-from-the-hip approach.

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Gwen Moran is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

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This article was originally published in the July 1999 print edition of Entrepreneur with the headline: Written In Stone.

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