1. 
   
   Marcom’s law of too:
   “Don’t expect too much
   from too little”
   
   I hate to disappoint clients. That’s why for years I’ve preached the gospel: “Don’t expect too damn much from too darn little.” Few listen.
   
   Many expect a few ads to inject lifeblood into a cadaver. Others approach advertising with the attitude that it probably won’t help much, “But let’s give it a shot and see what happens.”
   
   The skeptic is easier to work with than the dreamer. The skeptic doesn’t expect much. You can convince him with results. It’s the dreamer with a tiny budget that presents the big challenge. He speaks Trumpese about “Driving business” to his store, web site or dealers. He has no idea how much gas it will take.
   
   
   So enough generalities already. How much should either spend to market his product? Enough to do the job without leaving too much on the table. Ah! There’s the rub. How do you know in advance how much is enough? How much is too much?
   
   Sorry, but you don’t know in advance. Neither do I. But I do know marketing metrics are like pursuit of the Holy Grail: wear your armor and keep the faith. You’ll pick up a few dents , and may even get your ego pierced. It’s all part of the learning process.
   
   Budgeting is especially tough for newcomers. They have no frame of reference. But even for a mature business, it’s a challenge that requires method, insight, and experience.
   
   This little snort is’nt meant as a treatise on budgeting. It’s simply a plea for temperance. Temper your optimism. Temper your pessimism. Good advertising for good products or services does work, but it’s not a miracle worker.
   
   Here are a few budgeting methods to consider:
   
   1. A percentage (either the same, plus, or minus) of last year’s sales: Bean counters love this. They’re historians, not marketers. They hate risk and love to save money even though it may cost sales.
   2. Industry averages: These might make you feel comfortable, but lull you into not investing enough to do the job.
   3. Match the competition: Danger. They, despite success, may not be as savvy as you think. Perhaps they could invest some of that budget more wisely, or take it home to the wife and kids.
   4. A percent of cost per unit: This is one that both accountants and resellers like. The accountants like it because you’re not going to spend more than you budgeted. The dealers, distributors, sales reps, and other channels like it because your commitment to promotion makes their jobs easier.
   5. Objectives: Here’s where speculation hits the road. Decide what you’ll need to reach your objectives, the necessary tactics, and what it will cost. This requires insight, research, and a reality check of the resources you’ll need to make it happen.
   6. Bet the farm: Many successful entrepreneurs just go for broke (and often end up that way). They have a dream and faith that they’ve found the way. They plow all the resources they can muster into the budget and then fly or flop.
   7. Olio: This is a conservative, hodgepodge, pain in the butt approach. Doodle each of the above methods. Noodle the figures. Find the numbers that jive with your inner vibes. Then make them work.
   
   Whoa! Before you break out the spreadsheet, take a look at “Where do budgets come from,” by the staff at Riger Advertising: http://www.riger.com/
   It’s a nifty piece written with wit and wisdom.