Written In Stone

III. Know yourself

Examine the set of skills it'll take to market your business. We all have strengths and weaknesses, so it's important to recognize what you can realistically do in-house. You may be a great writer, but if you can't squeeze out enough time to write your ad copy, brochures or press releases, you'll need some help to keep your marketing efforts consistent.

A healthy amount of research and legwork is necessary before you can successfully market your business. Before you hire help in the form of either an employee or a marketing firm, it's important to have a good understanding of the marketing vehicles available to you, as well as their costs, strengths and weaknesses. With a thorough understanding of marketing tactics, you can then monitor the progress of the person or firm handling your marketing efforts.

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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