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Smaller Is Better!


Stop trying to jam  big-budget marketing into today’s low-budget economy! You’ll lose time, money, energy, and respect! (Maybe even your business!)

Having helped to start  hundreds of successful businesses, I’m rarely wrong when it comes to predicting business failure. And I’ll tell you right now that I can name a doctor, a manufacturer, a furniture retailer, a trucking business, a bank, a college, and two car dealerships that are positively headed South. The worst part is they don’t even know it. (Or perhaps they do and just don’t want to admit it!)

They’re all caught up  in trying to beat the economy by overwhelming it, like the poor schlemiel with a gambling addiction, throwing good money after bad. Each of these incipient failures have undertaken paths of reckless endangerment, thinking they are some kinds of hot-shot entrepreneurs. Sadly, they are not likely to survive long enough to see the economy turn.


(contrary to all the “enlargement” spam emails),


(as the little Beetle automaker has proven time and again)


     Marketing  doesn’t have to be exorbitantly expensive and splashy to be effective. There are some enormously successful direct mail campaigns out there that use postcards. Some of the world’s greatest print space advertisers have discovered they can be equally effective with great (tiny and infinitely less expensive) front page classified ads.

     Baseball managers  who lack big-time sluggers resort to winning games by playing “small ball” …focusing on the basics like not swinging at first pitches, drawing walks, bunting, base-stealing, catching with two hands (!) and playing “heads up” on each pitch. It works.

     Professionally-written  email campaigns can be hugely successful for no cost beyond a writer and a technician (and maybe a list rental). I am presently preparing a frugal campaign for one client that calls for strategically-placed highly-specialized business cards instead of the elaborate and expensive brochures he originally planned.

For another client,  I am preparing an inexpensive customer attitude survey that will get the business significant sales simply by virtue of asking for opinions (and might even collect some valuable ideas and feedback as well!) Bumper stickers are making a comeback.

Bartering  website banners and, of course, the much-talked-about use of social media also represent free and often very effective marketing tools. And, done right, not enough can be said about the value of professionally-done (and again, free) public relations news release and BUZZ (word-of-mouth) programs.

Before you dig  into your pocket to bet on yet another roll of the dice, stop and think about other effective, less-expensive ways to get your message across. The ways are there waiting for you. When smaller is better, open minds open doors!

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Hal@Businessworks.US    302.933.0116

Open  Minds  Open  Doors

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