| As careful as small businesses can be about spending | | | | are reasons many consultants have the time to cold |
| money there are plenty of dangers that they must | | | | call or are readily available, they are not working hard |
| be aware of. The following couple of ways to lose | | | | for their clients or they have no other clients. |
| money are prevalent in business, yet they still result | | | | Another place a business can quickly lose money is |
| in lost money and no results. | | | | with advertising. Not all advertising is good for all |
| The first place a business can quickly lose money is | | | | businesses. Indeed, there can be success stories to |
| with business consultants. Consultants often come in | | | | any form of advertising but it takes time in any one |
| and offer the moon and the stars, small businesses | | | | form to know the ins and the outs. Plus, the |
| desire the results they promise and pay up retainers | | | | advertising has to right for the audience. Probably the |
| or fees. Then the consultants do a little work just to | | | | biggest mistake small business make is to copy the |
| show that they are doing something. Rarely are | | | | large corporations. They can afford to throw up |
| business consultants worth the money. | | | | billboards, place newspaper ads, and buy air time, a |
| There are good business consultants who can do a | | | | small business cannot. They may be able to afford |
| great job, but there two things to know about them. | | | | one form of advertising. Choosing the best one is |
| One, the really good consultants are expensive. Two, | | | | tricky. Best thing to do forget standard advertising |
| the really good consultants are not going to knock on | | | | and figure out what guerrilla form of marketing would |
| your door. They are too busy serving other clients, | | | | suit a business best. |
| an entrepreneur will have to seek them out. There | | | | |