Sound advice for handling a piece of lumber. You avoid wasting more than a piece of wood when you apply this to advertising or all marketing. Especially, when you include promotions with many of your other duties.
It seems advertising copy is almost always being urgently demanded. Wonder why this is so? Look in the mirror for the answer. How often do you expend time selecting a media and money for space and distribution only to hastily prepare copy to meet a deadline?
Develop the habit of including ample time for a copy preparation task. You need time to generate ideas, bounce them off others and to write several versions. In other words, measure the copy twice (or more) before you cut the ad.
Measuring twice is just as important in the areas of purchasing or moving heavy equipment.
In the days when $100 an hour was a very good wage I calculated that each hour spent on ad copy preparation yielded that much extra revenue from our small local ads.
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