In marketing your small business, often the opportunity cost of not taking action is more than taking the action and getting it wrong.

Nothing in life is for certain, but one thing is guaranteed, the more you put in and the more you give, the more you will get out.

You need to weigh up what that opportunity cost looks like for your small business of not taking action after a period of time versus taking action, evolving your marketing and having it turn into profit.

Michael Kava is the Director of Australia's leading marketing consultancy for small business, Little Marketing.

Little Marketing has been providing marketing advice, marketing plans and consulting and executing on these marketing plans for Australian small businesses for over 18 years.