The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn

For any marketing decision, determine whether it is the best use of funds by asking, “Will it gain the maximum exposure to the target audience that builds relationships while avoiding wasted expense?” If you are spending your own money, you do not want to waste marketing dollars getting your message to the wrong people. If you are spending someone else’s money, you have the responsibility to use it to create lasting, protected relationships with product advocates. To achieve maximum success during the marketing process, continue to ask yourself the “Daehn question.”