Many a hard-working, well-meaning, marketing-minded business owner will sabotage their business with ill-advised marketing. That’s even worse than no marketing because bad marketing is incredibly expensive.
Ill-advised marketing is usually the result of a personality flaw in the business owner. The most common flaw by far is impatience. So many entrepreneurs are dazzled at the prospect of instant gratification that when they don’t get it they begin again their marketing campaign, never giving it a chance to take hold and soar.
Another all-to-common personality hang-up is an ego the size of Alaska. Business owners figure that they know finance and they know management, therefore they also know marketing. Not true. They may know marketing as it existed when they embarked upon the road of individual...
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