What should you know before spending any money on marketing?

Before you spend one cent on marketing your business, you need to understand why people would want to buy from you.  Ask yourself:  “What do we do better than our competition?” 

Chances are the answer will be that you either have a better price, better service or a better product.  You might get two out of the three.  You will almost never see a business with all three of these things. 

Decide who you want to be as a business.  This is called your unique selling proposition, and once you know what it is, every piece of marketing your business puts out to the public should include that unique selling proposition.

Defining your unique selling proposition and implementing it throughout your marketing is the most important thing you can do for your marketing, yet it is the step most often skipped.