Understanding that marketing our business provides the ultimate return on our money. Work on our business, not in it. Only use the direct-response marketing, not institutional. Communicate with our customers and clients regularly. Run simple low-cost or no-cost tests on every aspect of marketing to find our biggest sales appeal. Target our most ready-to-buy customers or clients first. Create a systematic, high profit back end. Always reverse the risk our customers feel before they buy our services. Give our reasons why our sponsoring of events will benefit, and value,and solve problems for the client. Always include testimonials endorsements in all our marketing. Always think in terms of the customer or client’s, ”What’s in it for me? Fun-Relaxation” question. Implementing an effective cash flow plan. Achieving efficiency.