Regardless how small or large your budget is, there are a number of ways you can make it go farther. One way is to capitalize on the seasonality of your business.

For example, it may not make sense or be necessary to market consistently all year long. Are their times when your particular industry is slow and customers are not likely to purchase? Conversely, are their times during the year when customers are more likely to be in the market for your product or service?

Schedule your marketing activities to take advantage of these peak times and to avoid what I call the "valleys" (when no one is in the market for what you are selling). Aim to persuade as many people as possible to buy from you when they are in the buying mood.

Ever notice how health clubs market heavily in January and in the spring? They know people are more likely to be focused on getting in shape at the beginning of a new year, and before summer and swimsuit season arrive. So they spend more marketing dollars and focus their promotional efforts during these times of year and they maintain a lower profile the rest of the year.

Ask yourself these questions: What "seasonality" exists in my business? How can I schedule my marketing to take advantage?

(C) 2005 Debbie LaChusa

Debbie LaChusa

Debbie LaChusa is a marketing veteran with 20 years in the business. After 13 years in the advertising and marketing agency business, Debbie founded DLC Marketing, Inc., a marketing consulting and coaching business. Her goal? To give entrepreneurs and small business owners affordable access to the same high-level strategic marketing and advertising expertise that typically only large companies with big budgets can afford.

Debbie's commitment to making marketing expertise accessible to small business also led her to pursue speaking engagements and teaching. She has spoken at meetings and conventions across the United States and in Canada. She also is on the faculty of Wellcoaches Corporation, where she teaches wellness coach trainees around the world how to successfully market their new coaching practices.

Debbie has written and self-published two marketing workbooks, "A Step-by-Step Marketing Guide" and "A Step-by-Step Marketing Guide for Your Fitness Business" which have sold copies worldwide. Her advice is also featured in Entrepreneur Magazine's "How to Start a Personal Training Business," part of the magazine's Business Start-Up Series. And she is a contributor to the San Diego Business Journal.

Debbie created The 10stepmarketing? System to provide small business owners, coaches, consultants and other independent professionals with all the tools they need to market themselves.

This simple, step-by-step system, features an easy-to-use question-and-answer format that walks business owners through every step they need to take to develop and implement their own marketing plan designed to achieve the success they desire and deserve.

On a more personal note, Debbie LaChusa is a fraternal twin. In 2004 she launched Twin Connections, a web site that celebrates the unique and mysterious bond shared by twins. She collects twin stories and hopes to compile them into a book.