They chatted for a while and then the wise man offered his guest some coffee. Upon acceptance, the wizard poured his visitor's cup full. Then he kept pouring. Coffee ran everywhere.

Finally, the young entrepreneur could no longer restrain himself. "It's full! No more will go in!"

"Like this cup," the wise old man answered, "you are full of your own judgments, opinions and speculations. How can I teach you about marketing until you empty your own cup first?"

Each person has preconceived notions about what works in marketing. There are many perspectives and insights, as witnessed by the thousands of books on the shelves of bookstores everywhere.

But marketing is not an exact science. Rather, it's an accumulation of wisdom and experience. Seek the truth as in applies to your business, test it, and use what you can.

Too many new business owners, and even many experienced ones, are always looking for the "home run," but seldom does it occur. True marketing success is found in consistently applying fundamental principles and then constantly improving upon what you have learned.

Keep testing new and different tools and approaches until a successful new method is found. The operative word here is additional. Your goal should be to develop multiple methods to gain entry and attention in one or more markets.

It is important to remember that some tests fail and some are enormously successful. Most are in between. Don't allow yourself to be discouraged by a failure or poor result. Rather, count on it and look for the wisdom and experience you can gain. Then move on to your next test.

To get ready for marketing success, you need to do five things.

• Select a target market that interests you.
• Identify their needs or "pain."
• Develop a product which meets those needs or removes that pain.
• Make it easy for them to get what you have.
• Price it so they can afford it.

It is important to note that developing the product or service COMES AFTER you have identified the customer and their need. If you have an idea you think might be worth pursuing, develop the concept only when you have determined a genuine need and interest in the product.

Then let the market help you develop it and strengthen it. Most small businesses fail because the market was not enthusiastic about their idea and the entrepreneur was too vested to listen to the market early in the process.

The smart entrepreneur will develop 7-12 strategies to use side-by-side on a consistent basis. The key to successful marketing on a small budget is consistency over a long period of time. This means advance planning and a strong commitment to a realistic, sustainable plan.

Here are twelve guidelines to follow when putting your marketing program together.

1. Think in terms of a marketing campaign, not single pieces. Each step you take should be part of a total plan that is unified in style and message.

2. Aim your message directly at the people who can most benefit from your product or service, and who are in a position to buy. This is like aiming for the bull's-eye rather than just shooting in the direction of the target.

3. Put yourself in the position of the prospect. If you received the offer or message, how would you respond?

4. The goal is not to create a memorable marketing piece, but a piece to make your product or service memorable.

5. The amount of money spent on a piece has nothing to do with its success.

6. Sometimes simplicity is more effective that beautiful art and graphics. Avoid clutter. In fact, less is usually more.

7. Being clever, witty or funny just for the sake of it is a dangerous game and usually backfires. Use it sparingly.

8. Aim for an immediate impact. You only have a few seconds to get the prospects attention.

9. Limit each marketing piece to a single objective. If your goal is to get an appointment, stop there. Don't try to complete the whole sale.

10. Make your most important point stand out. Sameness makes everything run together, rendering it "invisible."

11. Always call for action. Tell them what you want them to do.

12. Before making any absolute claims, be sure you are aware of all the laws that might affect you.

It is true that almost everyone would love to have the world beat a path to their door. The truth is, most people don't even know (or care) that you have a door. To succeed in business today, you must find ways to reach, motivate and manage the perceptions of your target customers. That is marketing!