On the surface, the famous quote by Benjamin Franklin seems perfectly logical. In the real world though, it’s not. When it comes to investing, any money that you don’t spend can safely sit in your bank account collecting interest. However, when it comes to business, you have overhead and competitors eroding your revenue every single day, and simply not spending the money that you have will only delay the inevitable day when you’ll have to close your doors for good. That is, unless you invest it in the continued success of your company through effective and consistent marketing.
The businesses that make it are the ones that understand this. They are the ones that see marketing as an investment that generate more revenue, rather than an expense.
You don’t need to start by investing thousands of dollars in marketing each month, but you do need to start. Incrementally, your marketing will build upon itself until one day, you become a dominating force in your industry. Wal-Mart, Coca-Cola, Johnson & Johnson and many other companies routinely invest millions, if not billions of dollars in their marketing each year, but they started at the same level you’re at today.
