Set some marketing money aside for special marketing opportunities.

Ad salespeople get desperate more often than you think and will offer unbelievable deals to just fill up space and finish a project.

For example, I saw a restaurant not long ago pay over $1,000 for a full page ad in a hotel publication and then turn down the opportunity to place the same ad in a larger, nicer, and closer hotel at a price of only $195.

They missed this opportunity because they said they had already over-spent their ad budget. Don't let this happen to you.

When you get a chance to buy an ad that you think will benefit your business, make a very ridiculous, low-ball offer. You will be surprised at how often the salesperson will take you up on your offer.

This is a great way to learn how to negoatiate also. You make a very low-ball offer and you don't really care whether it gets accepted or not. If your offer doesn't get accepted, you will have money make another low-ball offer to the next salesperson who comes in.

By having a little money set aside for special marketing opportunities, you will be able to make these low-ball offers and get some outstanding ad deals.