Not all of us are tough enough to cut enough. Some of us are actually astute enough to realize that cutting too deeply can hamper our recovery. We have a few practical ideas for you. Although we apply these ideas to media buying, it can impact other aspects of your business.

The first step is critical. Clarify the difference between expense items and investment items. What is your definition? If you acknowledge that some "expenses" are actually "investments'" you will secure a better future for your business. As long as you think of them as expenses, you will hesitate to make the required investment, regardless of your financial situation. Many a growth strategy has failed because managers have set out to minimize the expenditure instead of optimizing the investment.

Consider the words "expense" and "costs." Do you see them as good or bad? What do you instinctively want to do when you hear those words? If you are like most business people, you want to minimize them. On the other hand, when you hear the word investment you probably think of maximizing. Not maximizing your investment, but maximizing your return.

During difficult times, some companies see their media budgets as an easy place to look to cut operational expenses. Cutting advertising and media to protect profit is a short-term fix at best. At worst, it can be a costly long-term mistake as you miss out on the opportunity to grow market share as the market rebounds. And yet, the pressure to survive the short-term can be enormous.

When it comes to media buying, you do have several options that will help you to reduce your total investment without reducing its effectiveness.

The purpose of any media plan is to reach as many different potential customers as possible before the money runs out. Pretty simple, isn't it? Now think effectiveness and efficiency -- the two main ways your media buy should work for you. Effectiveness has to do with your planned outcome, while efficiency relates to the ratio of resources used to create the outcome.

Now, if you can achieve the same output with less input (money), you've hit a home run. Flip it, and you've also done OK -- if you can achieve more output (media) for the same input. In both cases, you have maintained your effectiveness at greater efficiency.

We know from experience that these outcomes are possible. Try these straightforward fixes: Ask for help If you don't like asking for help, then ask questions. Many people like to show off what they know. People at media agencies are no different. Just ask.

Be flexible Before you develop a (media) plan, develop a flexible mind-set. Few things hamper your ability to find cost savings than a historic attachment to the status quo. Make sure this flexibility mindset is passed on to your media partners so they can also uncover opportunities for you.

Create your plan Be clear on the outcome you want from your media strategy. Modify and strengthen your media plan as appropriate to deliver the desired results. Only then should you look for savings in a more efficient execution of the best plan possible.

Definitely negotiate Everybody wants the best deal. Many people still assume that negotiation is about persuading others to accept your terms. It is not. Negotiation is about finding terms of agreement that best suit your goals. Be smarter, more flexible, user friendly, and fair-minded and you will be successful.

Excel before moving on Make sure you hit your goals effectively and efficiently in your primary media choice before moving to the next. Your plan will gain traction and momentum if your priorities are right.

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