Written In Stone

VII. Diversify your efforts

When you're marketing a product or service, don't put all your eggs in one basket. Instead of blowing your entire marketing budget on an insert in a newspaper or trade magazine, for instance, plan for smaller, more consistent ads over the course of the year, especially if your budget is limited. Use the powers of publicity and cross-promotions to stretch your marketing budget. Keep a mailing list of your key customers, and regularly send them information.

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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