A lot of businesses regard marketing as something that costs them money rather than makes them money.

That’s true if you’re doing bad marketing, because then the amount of money you’re putting in is less than the amount of money you’re getting back.

However, if you’re doing good marketing, the amount of money you’re getting back should exceed the amount of money you’re putting in.

That’s why smart businesses regard marketing not as an expense, but an investment in their future profits.

However, a word of warning: even good marketing takes time to work. You can’t expect to make a marketing investment on Monday and start collecting dividends on Tuesday.