I can tell you this – it doesn’t matter whether you are a sales person, a small business owner or corporate executive – it doesn’t matter whether you sell to businesses or consumers, if you’ll thoroughly study and consider the information and ideas presented in this blog and take appropriate follow-up actions to switch the emphasis of your marketing into methods that bring direct response and are results measurable you will improve the profit of your business.
And I want you to remember this – any media sales person, any ad agency person, any consultant, anyone in your own firm who is anti-direct response does not have your best interest at heart. The person who opposes having the results measured accurately already knows that the results are inadequate.
Not many people know this about me because I’m not particularly proud of it but, I come from the advertising business and once owned a small ad agency. Our clients included many small companies as well as big firms like Goodyear, Aerospace and Monsanto.
I’ve also worked with other ad agencies as a freelance copywriter, consultant, and a trainer of account executives on presentation skills. Unfortunately the agency business is very much a smoke screen and sleight-of-hand business.
You’ll be presented with demographic statistics from a given media that are just great. Unfortunately the listeners or readers all lied when they responded to the survey in order to look good and feel good. They inflated their incomes for example.
Print media loves to snow you with its pass-along figures. They’ll talk 100,000 readership with 20,000 subscribers. When you have to write out the payroll checks, pay the other bills, pay for all the advertising, pay the taxes and then see what might be left for you, you cannot deposit pass-along statistics or image in the bank account.
You can only deposit dollars, which come from real results.