If you run a small retail store, you need to know that you are not Walmart. Your restaurant is not McDonalds. Unless of course you are one of these, or another major national chain, you shouldn't plan your marketing like they do. Too often, when a business owner wants to attract customers, they turn to the methods they see most, television, radio, print, billboards, etc. These are all effective methods of advertising, for the right business. These are major budget-breakers if they are reaching out to people who are not potential customers.
Take some time to identify your target customers, and how many customers you can actually serve. Then market to them, not everyone.
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