Published on

How To Advertise For A Small Business


If you don't understand one simple thing about advertising your business, you're going to lose a lot of money very quickly. That crucial element is understanding that advertising is an accelerator, not an initiator. This means that advertising can take a good offer that's proven, that converts well, and help you to put it in front of more people exactly like your ideal customers.

However, the reverse is also true. If you have a new offer, a new product, a new service, a new idea, or something that's unproven in the market, then advertising becomes a dangerous and very expensive way for you to get feedback. Additionally, if your ads don’t perform well, you won’t be able to determine whether it was the ad, the offer, the targeting, the message, or any other factors involved in making an advertising campaign profitable.

This is why the most important rule with any advertising campaign is to always start small and only scale it up once it’s proven profitable.


  • advertising
  • business
  • profitable
  • accelerator
  • initiator
  • proven offer
  • market feedback
  • targeting
  • message
  • scale


Q: What does it mean that "advertising is an accelerator, not an initiator"?

A: It means that advertising can amplify a good, proven offer by putting it in front of more potential customers. However, it should not be used as the first step to test an unproven product or service.

Q: Why is it dangerous to advertise an unproven product?

A: Advertising an unproven product can be expensive because if the ads don’t work, you won’t know if the failure is due to the ad itself, the offer, the targeting, the message, or other factors.

Q: What should I do before scaling up my advertising campaign?

A: Always start small. Test your offer and advertising on a smaller scale and ensure it is profitable before investing more funds into scaling it up.