Buy advertising that doesn't work for me.
When you start out, especially in a big franchise office like I did, you're encouraged to do some pretty unwise things, such as buying shotgun advertising that is directed at every living creature on earth (the list of friends and family is another bad idea, but I won't get into that one...). As a new guy, everyone is patting you on the back, telling you to try every form of promotion known to man that at some point over the past fifty years worked for them. But they don't guide you on how to formulate your own, personal winning message and determine the most effective frequency and reach. I realized I was flushing cash down the toilet after a couple months and latched on to a mentor who got me on track.