You can spend more than you think you can on marketing and advertising, says marketing specialist Jim Ackerman.
And your campaigns don't necessarily have to be profitable today.
In the video below, Ackerman explains why it's more important to look at the long-term value of your efforts than at the immediate ROI.
Take a look:
How to Put the Profit Back in Your Diamond Business
Green Bay, Wisconsin retailer Brian Rouse, owner of Bay Area Diamond Company, explains how the superior quality of Pure Grown Diamonds expanded his business and increased his profits.