How to Spend Your Next $1,997

It’s a curious thing that while online entrepreneurs will think nothing of spending $1,997 for the latest information product, most are absolutely unwilling to invest that kind of money in advertising.

money in the hands

I have a challenge to issue, and I hope you will take me up on it.

Allocate the next $1,997 you have available to be spent not on someone’s training course, not even mine, but rather on actual marketing and advertising for your business.

The Ultra-Simple Ad Plan

Now, I want you to be careful with this money. I want you to spend it somewhere that has the potential to return your investment.

So let’s stick with proven, reputable advertising media.

You might choose to invest that money with Google, Bing, Facebook, or even direct mail. The main point is that you use a medium where you can measure the results accurately.

Before you begin your advertising campaign, think about what you aim to accomplish. Are you looking to gather leads, or make direct sales? The one objective that is off-limits is the idea of “branding” or just “getting your name out there”. Those are fruitless endeavors that don’t put money in your cash register.

Once you know your objective, determine how you will know whether or not you have reached it. Then measure your results.

My prediction is, investing in actual advertising and marketing for your business will be a new experience for most. It will also usually bring more positive ROI than buying the latest home-study course.

Now, do not hear from this that I am critical of buying home-study systems. I am not. I have been, and continue to be an ardent purchaser of (and consumer of) information products. Most of my significant business progress has been attributable, in some measure, to such products.

What I am against is people who engage in buying course after course, yet never take any significant action to move their business forward.

So, get out there, unleash that advertising budget, and let us hear about your results!


Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at

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  • Bee Johnson

    I don’t have a website, but have been planning one for 6 years. I am one of the people you mention who love to buy the home study courses (one after another) and then never put the info they learn into practice. Do you have any advice for me other than what I’ve already put in place about no more buying? I need help. Love your writing.

  • I couldn’t agree with you more! Most people would be better off hiring support to implement programs instead of information on how to implement programs. I’ve made a decision to offer only workshops and programs that lead to marketing tools and materials – not “ideas.”

    I get SO frustrated with people who can’t pay me because they’ve invested in high-end mentoring and training programs, often with concepts and ideas that can’t be translated into action. They’ll say something like, “My ideal client is an archetype of a fairy and an elephant …”

    Many problems can be solved with the application of a good sales letter.

  • Eileen Machida

    You can outsource the task

  • Having been blessed with a strong referral base I have fallen victim to thinking that I can get extraordinary results without spending. This has proven to be a real limit to my expansion. Going to take you up on your challenge and invest in my first ad word campaign.