How Much Marketing Is Enough?

People often write to ask how much a business should spend on marketing each month. It's usually because their boss or partner doesn't like to spend on marketing and they want to build a case for an increase.

There's no easy answer. Different businesses need to spend different amounts. You might do quite well simply sending your customers a Christmas card each year, or you might need to spend as much as 80 cents on every dollar for advertising.

It's better to look for signs that you aren't marketing enough. If the signs appear, market more.

If your sales are primarily motivated by lowering your price, you probably don't have enough marketing.

If you are jumping from one sales gimmick to another, you probably aren't marketing enough.

If your steady customers say "I didn't know you offered that," you probably aren't marketing enough.

About the Author

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