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Make Money Out: Typically, you may spend from three to eight percent of your gross on advertising. Keep in mind that the commitment to spend the money over the entire year is much more important than the amount of money you allocate toward advertising. Nothing will waste money faster than to spend a large amount of money in the beginning of the campaign, and when results are not immediately forthcoming, to pull back and stop advertising.
Spend your money according to your plan. make money out some adjustments during the year to fine tune your efforts, but keep at it for the rest of the year. You will be surprised how this commitment to results will pay off despite some temporary misgivings.
GRESHAM'S LAW, gresh'amz, in economics, is usually stated as "bad money drives out good." The law stems from the fact that money has a value both as money and as a commodity in the open market. The former value is set arbitrarily by law and is relatively fixed; the latter is determined by supply and demand and varies from time to time, "Good money" has a higher value as a commodity than as money and will disappear from circulation.
And what, precisely, is the right way? It depends, in part, on how much money you wish to make money out. If your desire is to make money out as much as possible, your course will depend somewhat on the nature of the community in which you intend to work. For a beginning at the lowest level, you could make money out a few dollars by shooting candid pictures or even snapshots of your neighbors' children at play, using any Camera you now own, shooting by existing light and selling nothing but contact prints to the parents. |
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