Can your business live without advertising?The following article excerpt comes from: "Money-Making Secrets of Marketing Genius Jay Abraham and Other Marketing Wizards" (Also known as the famed "Mr. X Book")
START-UP MARKETING
Chapter 4
No Company Can Get By Without Advertising Sometimes, because of expense or inexperience, a new company fails to advertise. No company, large or small, can get by without advertising. If you wish to survive and grow, you must advertise. If you plan to have a truly entrepreneurial, first-rate growth company, advertising will speed you toward that goal. The best means of appreciating the value of advertising is to go ahead with it. You will see immediately that advertising brings results. You need to spend at least five percent or more of your gross income on advertising. A mandatory requirement of your advertising is that it be truthful. Practice full disclosure of all the facts, good and bad, in your promotions. Julius Rosenwald made sure that the Sears catalogue faithfully described the merchandise it offered. He instructed, "It may take courage to say plainly that the embroidery on the sleeve of a woman's coat is of artificial silk, but it is better than to have even one of a hundred women find out for herself."
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