DrNunley's Biz-Tips
by Kevin Nunley

Don't Rush Marketing

Marketing works best when it isn't rushed. The best advertising media require you to place your order well in advance. Great designers, writers, and (especially!) TV production firms are usually booked weeks into the future.

Quality. As you can quickly see, you get better quality when you don't rush your marketing. A top writer can take several weeks to write your sales letter. We've worked 7 days a week to improve the speed for good writing, but long copy can take a professional writer several days of full-time work to complete. Many expert designers like to flesh out several versions of your ad, web site look, or logo before deciding on the best. That, too, takes time.

Price. Planning your marketing well in advance can save you lots of money. Let's say you started planning this year's ad plan way back in October of last year. Today you would be taking full advantage of advance ad buys, slack times for media, maybe be in line to get cheap regional or remnant space in national magazines.

More than anything else, planning your marketing well in advance will help you avoid knee-jerk moves. Most marketing efforts fail because the owner pulls the plug too soon and starts a new plan. Insisting on taking your time will make your marketing more consistent and effective.

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