“We Don’t Have a Budget for Ads”

Bullshit, when it comes to online advertising.

With online advertising, you can measure results. You can learn the value of a click. If the value of that click is more than what you paid for it, a budget hardly comes into play. It’s like free money.

As Seth Godin summed it up:

If the local bank were offering a sale on dollar bills, ninety cents each, how many would you buy?