It’s important to have the right expectations before you start advertising.
If you expect advertising to be an entirely predictable science, which can deliver immediate, guaranteed returns on investment, then you will probably be disappointed! If it were that easy, then everyone would be doing it.
It’s best to take a longer-term view of its place in your business. It’s not a ‘nice to have’; make advertising an integral part of the business and include it in your annual budgeting.
Consider advertising as one of the many things that you are pursuing, learning about, and optimising. Just as you invest in the right product, service, distribution, website and pricing, so you should feel the same about advertising.
The best mindset to have when you start advertising your business is to ‘test and learn’. The low price-points for doing advertising allow you to try different approaches to see what works and what doesn’t work. You can build up your knowledge over time. (Later we will look at the different kinds of data and results you will get to see).