Your Marketing Sucks

• Stop throwing thousand-dollar bills out the window and camouflaging spending as marketing—demand that the money spent on marketing bring in more money in return.

• Cut through the myths that claim marketing is about advertising, public relations, or direct mail—learn that it is about growing the revenue, profit, and valuation of the business.

• Fire your advertising agency if it even thinks about applying for a Clio or other creative award.

• Implement the marketing moratorium—stop all marketing until you know how each component of your program justifies itself in dollars and cents.