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Final Words

Dispelling three sales and marketing myths

This story appears in the May 2000 issue of Business Start-Ups magazine.

As you search for the best ways to get your new business off to a successful start, you're likely to hear a lot of advice from folks who are happy to pass on less-than-sage counsel. These are typically people who say they never market their businesses and get along fine. (Of course, they're really living from month to month, with no idea what the future will bring and no written plans to get them where they want to be.) So as you listen to advice from other entrepreneurs, watch out for what I call "infamous last words." Here are three primo examples of dangerous myths that can doom your new business and the truths that will save you from them.

Myth #1: Advertising doesn't work. American businesses spend billions of dollars on advertising every year, and with the mountains of research on every facet of advertising execution, there's no doubt about its effectiveness. The truth is, bad advertising doesn't work, and creative execution should be put in the hands of experts. But while the nuts-and-bolts process of manufacturing ads is not a do-it-yourself job, there are several aspects of the advertising development and placement process that you can easily undertake on your own.

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